PPC marketing, social media, and content remarketing are rapidly converging. To continue to be successful in today’s digital world, you must integrate both your paid and organic teams. Join us for a whirlwind tour of some of the coolest PPC opportunities on Facebook, Twitter, LinkedIn, Google+ & YouTube. We’ll be discussing strategies such as content remarketing, using paid social promotion to increase organic exposure, targeting fans with post engagement ads on Facebook and methods to target fans on both Twitter and Google+. Presented by Larry Kim from Wordstream and moderated by Matt Umbro from Hanapin Marketing and #PPCChat, this presentation is jam-packed full of hacks to amplify your content using social media and ultimately generating sales and qualified leads for your business. You’ll get expert-level Social PPC tips like: *Cheaply targeting fans on social media *Using content remarketing to generate sales and qualified leads *Insights on the new ad formats for YouTube and Gmail How paid advertising can increase organic exposure

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&HOSTED BY:
TOP TEN
PAID SOCIAL MEDIA ADVERTISING
HACKS OF ALL TIME
FEATURING LARRY KIM

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Presenters
• Larry Kim
– Guest Presenter
– Founder of Wordstream & #ppckid
– Top Columnist for Inc Magazine & Search Engine
Land
– Larrykim
• Matt Umbro
– Moderator
– Senior Account Manager at Hanapin Marketing
– Founder of #PPCCHAT
– Matt_Umbro

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work with an agency.
d) I’m a consultant.

6. @larrykim’s Top 10 Social
Media Advertising Hacks of
All Time

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Ridiculous Amount of Time on Social Media
Source: Global Web Index, January 2015

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We’re Talking Facebook & Twitter Ads Today!

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Note: Not Talking About LinkedIn Ads Today

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Also Note: Not Talking About Google+ Ads Either

11. Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!
@larrykim

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“Relevancy Score” in Facebook
• Higher post
engagement = higher
Relevance Score
• Higher Relevance
Score = More
Impression Share
and Lower Cost Per
Engagement

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“Quality Adjusted Bid” in Twitter

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“Quality Adjusted Bid” in Twitter
1 Point Increase in Engagement Rate =
5% Decrease in Cost Per Engagement

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One Penny Per Retweet?! YES.

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Quality Score & Impression Share
Fewer Ad
Impressions Every
Day!

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Quality Score & Impression Share

19. Larry’s #9 Social Ads Hack:
My Top Secret Paid
Social Ads Strategy:
“Tweet More Often &
Promote Your Best Stuff”
@larrykim

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Just Say NO to Promoting Junk Updates

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Promote Your Best Stuff Instead! (Top 1%)

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Paid Social Ads ROI Analysis:

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How to Find High Engagement Posts?

24. Larry’s #8 Social Ads Hack:
Keyword Targeting
and the Ridiculous
Power of #Hashtags
@larrykim

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Keyword Targeting Not on Facebook

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Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
infant clothes boy 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
Social Keywords: Higher Funnel, Informational,
Conversational, Hashtags

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zOMG #Hashtags: 778 Retweets!

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Leverage Power of Trending Topics

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Generates Valuable PR Exposure

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zOMG 28.6k Impressions!

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#convroadtrip Hashtag Reach

32. Larry’s #7 Social Ads Hack:
Increase Commercial
Intent Using in-Market
Segments!
@larrykim

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“Behavioral Targeting” in Facebook

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“Partner Audiences” in Twitter

35. Larry’s #6 Social Ads Hack:
Demographic
Targeting
@larrykim

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Demographic Ad Targeting in Twitter

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Demographic Ad Targeting in Facebook

38. Larry’s #5 Social Ads Hack:
Social Media
Remarketing
@larrykim

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Website Remarketing Ads Often Never Seen
Source: Google

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As Low as 44.8% Viewability!
Source: Google

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Page Position Matters for Website Display Ads

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Social Ads Don’t Have “Avg. Position”

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Custom Website Audiences in Facebook

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Tailored Website Audience in Twitter

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Product Ads on Facebook!

46. Larry’s #4 Social Ads Hack:
Custom
Audiences
@larrykim

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The Evolution of Display Ad Targeting
5. Website
Targeting
(e.g.: Inc.
Magazine or Home
& Garden Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests & Market
Segments
(e.g. Business Services,
Photography)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific Emails or
Phone Numbers)

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New “Tailored Audiences” or “Custom Audiences”

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People Based Marketing is Like Email Marketing But Better

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Identity Marketing Using Custom Audiences in Social Ads
Identity Based
Marketing Opens
Up a TON of
New and
Exciting
Advertising Use
Cases!!

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This is a True Story

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Shared The Article on My Social Media

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Promote Post to My List of Influencers

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Story Picked Up in Marketing Land in 2 Hours

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Story Picked Up in Marketing Land in 2 Hours+500 Press Pickups in 48 Hours

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Social Ads ROI Analysis:
• 500 High Value Press
Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
• Total Cost: $50
• Total Time: 10
Minutes

57. Larry’s #3 Social Ads Hack:
Insanely
Powerful New
Ad Formats
@larrykim

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This Funnel is a Ridiculously Dated Concept
You Can Bypass
this Funnel
Entirely! Captured Lead
View Landing Page
Website Visitors

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Facebook Call Buttons

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Call Buttons are Game Changers
Mobile
Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky
Landing Page!
Desktop Search
Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website
Landing Page
4. Lead Captured
3% Average
Conversion
Rate!
Golden Rule of Mobile: “Calls to Businesses are Worth
+3x More Than Clicks to Websites”

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+Half-Billion Use FB on Mobile Only

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80% of Twitter Users are Mobile

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New Social Direct Response Ad Formats
Leads Get Emailed or Posted to You. Apps Get Installed
(etc.) You’re Paying for Leads Not Clicks, by Eliminating
an Entire Stage of Conversion Funnel!

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Seriously:

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Key Takeaway

66. Larry’s #2 Social Ads Hack:
The Flywheel
Effect of Social
Media Marketing
@larrykim

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What’s a Flywheel?

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Engagement Snowballs As You Go
April 2015: 77k Followers
April 2014: 12k Followers

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It Took Me 5.5 Years to Get 12k Followers
But Now I add 12k Followers in 2 months!

70. Larry’s #1 Social Ads Hack:
Free
Clicks!
@larrykim

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Buy 1 Retweet/Like, Get 3 Free!

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Sponsor Post: Get Likes/Followers Free

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Summary: My Top 10 Social Ad Hacks
1. Quality Score in
Social Ads!
2. Post More,
Promote Best Stuff
3. Keyword Targeting
& Hashtags!
4. In-Market
Segments =
Commercial Intent
5. Layer Demographic
Targeting
6. Do Social Media
Remarketing
7. Custom Audiences =
Incredibly Precise
Targeting
8. Use Insanely Powerful
New Ad Formats
9. Leverage Flywheel
Effect of Social Media
Ads
10.Free Clicks!

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Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE WordStream AdWords Performance Grader Plus
& Landing Page Grader Walkthrough
c.) No Thanks
d.) Both
Would you like help with your PPC accounts
and management? I’m interested in:

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Wordstream Feedback: nbaylor@wordstream.com