Larry Kim's Presentation for the South Florida Interactive Marketing Association (SFIMA) in August, 2015

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Top 10 Paid Social Media Advertising
Hacks of All Time!
Brought to you by:
www.wordstream.com/learn
#SFIMA @larrykim

Welcome To Boston!
A Few Random Facts
About Me

I Live in Harvard Square

I Live in Harvard Square
Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year
#SFIMA @larrykim

I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston
2008 2015
#SFIMA @larrykim

You’re Attending a Session on
PAID Social Media Ads…
#SFIMA @larrykim

#SFIMA @larrykim

You Can Do Paid
Social Ads with
$50!
#searchlove @larrykim

Download Slides Here:
bit.ly/sfima

Why
Paid Social Ads
?

#SFIMA @larrykim
#1: Ridiculous Amount of Time on Social Media

#2: Facebook Organic Reach Stinks

#3: Most of Your Content Goes Nowhere
• 5% of Content =
56% of Page
views
• Half of Content <
500 Page views
#SFIMA @larrykim

#4: Low Brand Recall for SEO
#SFIMA @larrykim

#5: Search Ads Are Great, But Expensive
#SFIMA @larrykim

#6: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Captured Lead
Engage with Content
#SFIMA @larrykim

So, Many Content/Social/PPC Marketing
Efforts Actually More Like …

How does
CONTENT MARKETING
really work
?
#SFIMA @larrykim

#SFIMA @larrykim
How to make:
STEP 2 (Promotion) & Step 3 (Sales)
Happen with greater magnitude & frequency?

#SFIMA @larrykim
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
#SFIMA @larrykim
Social Ads Turn
Visitors into Leads
& Customers

#SFIMA @larrykim
The Top 10 Paid Social Media
Advertising Hacks of All Time!

#SFIMA @larrykim
We’re Focusing on Facebook & Twitter Today

#SFIMA @larrykim
Apologies to Google+ Fans…

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

You are Attening a Social Media
Marketing Session
#SFIMA @larrykim

You are Attening a Social Media
Marketing Session
#SFIMA @larrykim
“Relevancy Score” in Facebook
• Higher post engagement
= Higher Relevance Score
• Higher Relevance Score =
More Impression Share
and Lower Cost Per
Engagement

“Quality Adjusted Bid” in Twitter
#SFIMA @larrykim

Higher Engagement Rate = (Much)
Lower Cost Per Engagement
#SFIMA @larrykim

#SFIMA @larrykim
“Quality Adjusted Bid” in Twitter
1% Increase in Post
Engagement =
5% Reduction in
Cost Per
Engagement!!

#SFIMA @larrykim
Quality Score & Ad Impression Share
Fewer and Fewer
Ad Impressions
Every Day!

• High QS (Great!)
– High Ad Impression Share
– Low Cost Per Engagement
• Low QS (Terrible!)
– Low Ad Impression Share
– High Cost Per Engagement
#SFIMA @larrykim
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores

Tweet More Often and Only
Promote Your Best Stuff (Unicorns!)
Larry’s #9 Social
Ads Hack:

#SFIMA @larrykim
Just Say NO to Promoting Junk Updates

#SFIMA @larrykim
How to Find High Engagement Posts? (Unicorns!)

#SFIMA @larrykim
Promote Your BEST Stuff Instead (Top 1-2%)

#SFIMA @larrykim
Paid Social Ads ROI Analysis:

#SFIMA @larrykim
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!

#1 Difference Between Social Ads.
vs.
Generic Display Advertising,
Search Engine Optimization (SEO)
and Organic Social Media
Marketing ??

#SFIMA @larrykim
Organic Social = Be Picky!
Cast a Narrow Net, Maximize Engagement Rates.

Larry’s #9 Social
Ads Hack:
Turn Low Engagement Updates Into High
Engagement Posts w/ Keyword Targeting (and
other Targeting Methods)

#SFIMA @larrykim
Keyword Targeting Not on Facebook
(Just Use Interest Targeting Instead)

#SFIMA @larrykim
Keyword Targeting: Google Search vs. Twitter
Social Keywords: Higher Funnel, Informational, Conversational, Hashtags

#SFIMA @larrykim
zOMG 10X Higher Engagement By
Targeting #alphabet

#SFIMA @larrykim
Generates Valuable PR Exposure & Links

#SFIMA @larrykim
Precise Ad Targeting Boosts Engagement Rate

Larry’s #8
Social Ads
Hack
Increase Commercial Intent (Chance of People
Buying Your Stuff) Using “In-Market Segments”

#SFIMA @larrykim
Website

#SFIMA @larrykim
“Behavioral Targeting” in Facebook

#SFIMA @larrykim
“Partner Audiences” in Twitter

Larry’s #7 Social
Ads Hack!
Further Increase Commercial Intent Using
Demographic Targeting

#SFIMA @larrykim
Demographic Ad Targeting in Facebook

#SFIMA @larrykim
Demographic Ad Targeting in Twitter

#SFIMA @larrykim
Social Media Remarketing
Larry’s #6 Social
Ads Hack

#SFIMA @larrykim
Typical Website Remarketing Ads Often Never Seen!

#SFIMA @larrykim
Custom Website Audiences in Facebook

#SFIMA @larrykim
Tailored Website Audience in Twitter

#SFIMA @larrykim
Power of Social Remarketing
1. Triples Engagement
Rates!
2. Doubles Conversion
Rates!
3. So Push HARD OFFERS
(Sign-Ups, Consultations,
Downloads, etc.)

#SFIMA @larrykim
Combine Remarketing With
Product Ads on Facebook!

#SFIMA @larrykim
Combine Remarketing With
Product Ads on Facebook!
Ridiculously Powerful Social Ads Strategy: Combining
Remarketing + Demographic + Behavioral Targeting + High
Engagement Content
Larry’s #5
Social Ads
Hack

#SFIMA @larrykim
Layered Remarketing
1. Behavioral & Interest
Targeting = They’re interested
in your stuff
2. Demographic Targeting = They
Can Afford to Buy Your Stuff
3. Remarketing = They Recently
Checked Out Your Stuff
Target a Narrow Audience That
Meets all 3 Criteria = $$$

#SFIMA @larrykim
Custom
Audiences
Larry’s #4
Social Ads
Hack

#SFIMA @larrykim
The Evolution of Display Ad Targeting

#SFIMA @larrykim
New “Tailored Audiences” or “Custom Audiences”

#SFIMA @larrykim
People-Based Marketing is Like Email
Marketing But Better

#SFIMA @larrykim
Identity Marketing Using Custom Audiences in
Social Ads

#SFIMA @larrykim
This is a True Story

#SFIMA @larrykim
Shared the Article on My Social Media

#SFIMA @larrykim
Promoted Post to My List of Influencers

#SFIMA @larrykim
Story Picked Up in Marketing Land in 2 Hours

#SFIMA @larrykim
+500 Press Pickups in 48 Hours

#SFIMA @larrykim
Custom Audience Social Ads ROI Analysis:

#SFIMA @larrykim
Larry’s #3 Social
Ads Hack
Leverage Insanely
Powerful New Ad
Formats

#SFIMA @larrykim
This Stupid Marketing Funnel is a Ridiculously
Dated Concept

#SFIMA @larrykim
Facebook Call Buttons

#SFIMA @larrykim
Call Buttons are Game Changers

#SFIMA @larrykim
+Half Billion Use FB on Mobile Only

#SFIMA @larrykim
80% of Twitter Users are Mobile

#SFIMA @larrykim
New Facebook Social Direct Response Ad Formats

#SFIMA @larrykim
Twitter Lead Generation Card Format
User’s Name,
Email and Twitter
Name are
automatically
emailed or
posted to you!

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

#SFIMA @larrykim
Engagement Snowballs As You Go

#SFIMA @larrykim
Because Paid Social Ads Generate Fans!

Get Free Clicks!
Larry’s #1 Social
Ads Hack

#SFIMA @larrykim
Buy 1 Retweet/Like, Get 3 Clicks Free!

#SFIMA @larrykim
$0.00 Cost Per Engagement?!

#SFIMA @larrykim
Summary: Larry’s Top 10 Social Ad Hacks

Thank You, SFIMA!
#SFIMA @larrykim

Larry Kim's Presentation for the South Florida Interactive Marketing Association (SFIMA) in August, 2015

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