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
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
16. #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.
21. Brought to you by:
www.wordstream.com/learn
How does
Content Marketing
really work
?
#socialPPCHacks @larrykim
22. 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
23. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
#socialPPCHacks @larrykim
24. #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
25. 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
26. The Top 10 Paid Social Media
Advertising Hacks of All Time!
31. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
#socialPPCHacks @larrykim
32. “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.
34. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
#socialPPCHacks @larrykim
35. Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
#socialPPCHacks @larrykim
36. 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
37.
38. Tweet More
Often and Only
Promote Your
Best Posts
(Unicorns!)
#socialPPCHacks @larrykim
43. 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
47. Organic Social = Be Picky!
Cast a Narrow Net,
Maximize Engagement Rates.
48.
49. 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
50. OMG 10X Higher Engagement
By Targeting #alphabet
#socialPPCHacks @larrykim
63. Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
#socialPPCHacks @larrykim
64.
65. #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
66. #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 = $$$
67.
68. 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
70. 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
81. 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
94. 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
95. 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
96. 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
97. 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