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Top 10 Social Media Advertising Hacks Of All Time

Don't miss out on the opportunity to hear Larry Kim's encore presentation from his TWICE SOLD OUT session at INBOUND! Larry will cover how to use unusual tips, strategies and process to get 10-100x more value from your paid campaigns!

During this webinar you’ll learn:

How to drive exponentially more traffic to your content
Convert 3-5x more of clicks into leads & sales – all for less than $50 per campaign
Critical insights into how the algorithm of Paid Social Media REALLY WORK

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Top 10 Social Media Advertising Hacks Of All Time

  1. #socialPPCHacks @larrykim   The Top 10 Social Media Advertising Hacks of All Time!
  2. www.wordstream.com/learn Want to get smart in paid search? #socialPPCHacks @larrykim #socialPPCHacks @larrykim
  3. • I am just using paid search • I am just using social media • I am using paid search and paid social • I’m not advertising anywhere Live Poll Question! Where Are You Currently Advertising? #socialPPCHacks @larrykim
  4. #socialPPCHacks @larrykim A Few Random Facts About Me
  5. #socialPPCHacks @larrykim
  6. #socialPPCHacks @larrykim
  7. #socialPPCHacks @larrykim Actual Photos of Boston From February This Year
  8. #socialPPCHacks @larrykim
  9. #socialPPCHacks @larrykim WordStream’s Global Headquarters in Boston 2008 2015
  10. You’re Attending a Webinar on PAID Social Media Ads…
  11. You Can Do Paid Social Ads with $50!
  12. #socialPPCHacks @larrykim Why Paid Social Ads ?
  13. #2: Facebook Organic Reach Plummeting
  14. #socialPPCHacks @larrykim #3: Most of Your Content Goes Nowhere WordStream Published 1600 Articles in 6 Years. 5% of Content = 56% of Page views Half of Content got less than 500 Page views each.
  15. #4: Low Brand Recall for SEO
  16. Brought to you by: #5: Search Ads Are Great, But Not Cheap TOP COST PER CLICK ON BING ADS
  17. #6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead
  18. #socialPPCHacks @larrykim
  19. Brought to you by: www.wordstream.com/learn How does Content Marketing really work ? #socialPPCHacks @larrykim
  20. Brought to you by: www.wordstream.com/learn This (almost) never happens! How it actually works... Repeat Step 1 and 2 many times until something sticks. 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. 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 #socialPPCHacks @larrykim
  21. How to make: STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency? #socialPPCHacks @larrykim
  22. #socialPPCHacks @larrykim 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 START/GO 3 1 2
  23. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END/REPEAT 4 6 5 (b) Social Ads Turn Visitors into Leads & Customers #socialPPCHacks @larrykim
  24. The Top 10 Paid Social Media Advertising Hacks of All Time!
  25. We’re Focusing on Facebook & Twitter Today
  26. Apologies to Google+ Fans…
  27. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #socialPPCHacks @larrykim
  28. “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.
  29. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.01 $.02 $.03 $.08 68% 7% 21% 37%
  30. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = #socialPPCHacks @larrykim
  31. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! #socialPPCHacks @larrykim
  32. High QS (Great!) • High Ad Impression Share • Low Cost Per Engagement • More Qualified People! Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement • More Unqualified Randos… Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores #socialPPCHacks @larrykim
  33. Tweet More Often and Only Promote Your Best Posts (Unicorns!) #socialPPCHacks @larrykim
  34. I DON’T PROMOTE EVERY TWEET
  35. Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015
  36. Paid Social Ads ROI Analysis:
  37. Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme 1. Lots of stuff (organically) to Twitter 2. Post Top stuff from Twitter, to LinkedIn & Facebook 3. Pay to Promote the Unicorns on Facebook & Twitter! #socialPPCHacks @larrykim
  38. Paid Social Media Hunger Games #socialPPCHacks @larrykim
  39. Paid Social Media MONEYBALL! #socialPPCHacks @larrykim
  40. What’s The Biggest Difference??
  41. Organic Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.
  42. 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 #socialPPCHacks @larrykim
  43. OMG 10X Higher Engagement By Targeting #alphabet #socialPPCHacks @larrykim
  44. Generates Valuable PR Exposure & Links #socialPPCHacks @larrykim
  45. Precise Ad Targeting Boosts Engagement Rate #socialPPCHacks @larrykim
  46. Larry’s #8 Social Ads Hack:
  47. Website H.I.T.S.(How Idiots Track Success)
  48. Precise Ad Targeting Boosts Engagement Rate #socialPPCHacks @larrykim
  49. Demographic Ad Targeting in Facebook #socialPPCHacks @larrykim
  50. Demographic Ad Targeting in Twitter #socialPPCHacks @larrykim
  51. Social Media Remarketing
  52. Custom Website Audiences in Facebook #socialPPCHacks @larrykim
  53. Tailored Website Audience in Twitter #socialPPCHacks @larrykim
  54. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X #socialPPCHacks @larrykim
  55. #SFIMA @larrykim Brought to you by: www.wordstream.com/learn Larry’s #5 Social Ads Hack:Larry’s #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
  56. #SFIMA @larrykim Brought to you by: www.wordstream.com/learn Behold The Awesome 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 = $$$
  57. 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) #socialPPCHacks @larrykim
  58. New “Tailored Audiences” or “Custom Audiences” #socialPPCHacks @larrykim
  59. 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 #socialPPCHacks @larrykim
  60. This is a True Story
  61. Shared the Article on My Social Media #socialPPCHacks @larrykim
  62. Promoted Post to My List of Influencers
  63. Story Picked Up in Marketing Land in 2 Hours #socialPPCHacks @larrykim
  64. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #socialPPCHacks @larrykim
  65. You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept
  66. Facebook Call Buttons #socialPPCHacks @larrykim
  67. 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” #socialPPCHacks @larrykim
  68. New Facebook Social Direct Response Ad Formats
  69. Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you! #socialPPCHacks @larrykim
  70. Larry’s #2 Social Ads Hack: The Snowball Effect of Social Media Marketing
  71. Engagement Snowballs As You Go #socialPPCHacks @larrykim
  72. Buy 1 Retweet/Like, Get 3 Clicks Free! #socialPPCHacks @larrykim
  73. $0.00 Cost Per Engagement?! RETWEETS 10,603 FAVORITES 6,117 2:10 PM – 1 Jul 2015 #socialPPCHacks @larrykim
  74. 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 Flywheel Effect of Social Media Ads Free Clicks! 6 7 8 9 10 #socialPPCHacks @larrykim
  75. 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 START/GO 3 1 2 #socialPPCHacks @larrykim
  76. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END/REPEAT 4 6 5 Social Ads Turn Visitors into Leads & Customers #socialPPCHacks @larrykim
  77. Special Offers! Would You Like… a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b) 1-1 AdWords Assessment with AdWords Certified Consultant c) I don’t need help with my PPC #socialPPCHacks @larrykim
  78. #socialPPCHacks @larrykim THANK YOU! Benchmark your AdWords account today! www.wordstream.com/google-adwords Questions? 855.967.3787 Webinar

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Don't miss out on the opportunity to hear Larry Kim's encore presentation from his TWICE SOLD OUT session at INBOUND! Larry will cover how to use unusual tips, strategies and process to get 10-100x more value from your paid campaigns! During this webinar you’ll learn: How to drive exponentially more traffic to your content Convert 3-5x more of clicks into leads & sales – all for less than $50 per campaign Critical insights into how the algorithm of Paid Social Media REALLY WORK

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