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This (almost) never happens! How
it actually works... Repeat Step 1 and 2 many times until something sticks. Step 3 is a myth. Instead, visitors who have a positive experience may remember your brand and be biased to come to you in the future. A B
Paid Social Ads: (a) Highly
Scalable Content Promotion CREATE Produce content & share on social AMPLIFY Selectively promote top content on social media TAG Build remarketing audience by tagging site visitors with a cookie
ADVERTISE Target your audience with
display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale (b) Social Ads Turn Visitors into Leads & Customers
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency = HIGHER Quality Adjusted Bid = MORE Ad Impressions at Lower Cost RESONANCE: Are consumers engaging your Tweet? Do they retweet, favorite, or reply often? RELEVANCE: Is your Tweet related to things a user is interested in? RECENCY: Is your Tweet fresh? Twitter is about what is happening now. Fresher Tweets get priority.
High QS (Great!) • High
Ad Impression Share • Low Cost Per Engagement Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores
Larry’s Organic & Paid Social
Network Sharing/Posting Pyramid Scheme 1. Post Lots of stuff (organically) to Twitter 2. Boost Top stuff from Twitter, and share Organically to LinkedIn & Facebook 3. Pay to Promote the Unicorns on Facebook!
Keyword Targeting: Google Search vs.
Twitter infant clothes Julian’s first birthday lawyer auto accident Some dumbass hit my car pink dress I have nothing to wear for the concert! online dating Emma just broke up with me mobile landing page tools #mobilegeddon
Behold The Power of Super-Remarketing!
Behavioral & Interest Targeting = They’re interested in your stuff Remarketing = They Recently Checked Out Your Stuff Demographic Targeting = They Can Afford to Buy Your Stuff Target a Narrow Audience That Meets all 3 Criteria = $$$
The Evolution of Display Ad
Targeting 5. Website Targeting (e.g. Inc. Magazine or Home & Garden Weekly) 3. Interests & Market Segments (e.g. Business Services, Photography) 4. Keyword Targeting (e.g. Articles containing “Health Insurance”) 2. Remarketing (e.g. People who visited the “buy” page of your website) 1. Identity (e.g. Specific emails or phone numbers)
People-Based Marketing is Like Email
Marketing But Better Email Marketing Limit number of blasts to reduce unsubscribes .5-2% unsubscribes each blast People Need to opt into your list Tons of unqualified emails on the list People-Based Marketing Fixed Fixed Fixed Fixed
Call Buttons are Game Changers
Desktop Search Conversion Funnel Mobile Conversion Funnel 1. Sees Ad 2. Clicks on Ad 3. Vists Website Landing Page 4. Lead Captured 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”
Summary: Larry’s Top 10 Social
Ad Hacks Quality Score in Social Ads! Post More, Promote Best Stuff Keyword Targeting & Hashtags! In-Market Segments = Commercial Intent Layer Demographic Targeting 1 2 3 4 5 Do Social Media Remarketing Custom Audiences = Incredibly Precise Targeting Use Insanely Powerful New Ad Formats Leverage Snowball Effect of Social Media Ads Free Clicks! 6 7 8 9 10
Paid Social Ads: Highly Scalable
Content Promotion CREATE Produce content & share on social AMPLIFY Selectively promote top content on social media TAG Build remarketing audience by tagging site visitors with a cookie
ADVERTISE Target your audience with
display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale Social Ads Turn Visitors into Leads & Customers
Brought to you by: Enter
To Win a PPC Marketing Session with ME! Drawing: • 1-Hour Virtual Session with me and Erin Sagin • Great for Sales Training on PPC • Great for Customer “Lunch & Learns” • 4 Winners will be selected • Follow the Hashtag #PPCPOWERHOUSE we will be tweeting out winners throughout the show!