Key to Paid Social Media TOP 10 Social Media Advertising Hacks of ALL TIME

Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Where are you currently advertising? a) I am just using paid search. b) I am just using social media. c) I am using both paid search and paid social. d) I’m not using either. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Three Random Facts About Me

@Wordstream @larrykim Brought to you by: www.wordstream.com/learn

1. Originally from Winnipeg, Canada @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Actual Photos of Boston From February Last Year @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston 2008 2015 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

2. Expert Drone Pilot

3. Have a 1-Year Old Kid (#ppckid)

You Are Part of the Social Media Ad Rebellion … and a Traitor. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

How To Stretch Your Content With $50 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Why Paid Social Ads ? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

#1: Ridiculous Amount of Time on Social Media 28%28% of online time is spent social networking. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

#2: Facebook Organic Reach Plummeting @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

#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. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Low Brand Recall from SEO SEO Listings Not Memorable or Inspiring @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Brought to you by: #5: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

#6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

PPC/Social/Content Marketing Sometimes Feels Like …. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

The Greatest Strength of PPC Search Ads is Also its Greatest Weakness. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Searchers Have *Already* Decided to Buy “Buy Zumba Workout DVD” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

PPC Search Ads Don’t Create *NEW* Demand More About Fighting Competitors to Capture *Existing* Market Demand @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

How to make PPC Ads • Create NEW demand for your Products & Services • Convert at much higher rate for less spend Note: Looking for BIG Transformative gains (+10x Improvements) not 10% changes – Like the original Google Search Ads 15 Years Ago! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

A New Power is Rising Act Two: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Why Should PPC Marketers Should Care About Social Ads ?@Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Assisted Conversion Direct Conversion Vs. (Too Much Focus Here) (Not Enough Focus Here???)

How Does Indirect Conversion via Paid Social Ads REALLY work? ? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

(a) Paid Social Ads Builds Up Builds Up Your BRAND 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

ADVERTISE Target your audience with display & social remarketing ads and RLSA to promote hard offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale (b) Social Ads Turn Visitors into Leads & Customers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

You Can Do Paid Social Ads with $50! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Two Key Usages of Social Media Ads (a) Catalyst (b) Accelerant @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

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

We’re Focusing on Facebook & Twitter Today @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Apologies to Google+ Fans… SOCIAL NETWORKING On Google+ @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #10 Social Ads Hack: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

“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. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Only Promote Your Best Stuff (Unicorns!) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Paid Social Ads ROI Analysis: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

How to ALWAYS Get High Quality Scores?? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

We Need a Unicorn Detector!

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! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Paid Social Media Hunger Games

How to Find High Engagement Posts? (Unicorns!) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

What’s The Biggest Difference?? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #9 Social Ads Hack: Turn Low Engagement Updates Into High Engagement @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

OMG 10X Higher Engagement By Targeting #alphabet @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #8 Social Ads Hack: Get Free Clicks! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Buy 1 Retweet/Like, Get 3 Clicks Free! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #7 Social Ads Hack: Increase Commercial Intent With Demographic and Behavioral Targeting

Website HITSHow Idiots Track Success @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Precise Ad Targeting Boosts Engagement Rate @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Demographic Ad Targeting in Facebook @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

#5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content @Wordstream @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 with HIGH ENGAGEMENT UNICORNS = $$$ @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #4 Social Ads Hack: Custom Audiences @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

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) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

New “Tailored Audiences” or “Custom Audiences” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

This is a True Story @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Story Picked Up in Marketing Land in 2 Hours @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

+500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Custom Audience Social Ads ROI Analysis: • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors Total Cost: $50 Total Time 10 minutes @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Another True Story… @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Business Insider Asks To Publish Story @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

SEO Link Building Dance @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Promote Your Unicorns, Larry! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Fox News Producer Emails One Hour Later @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Facebook Baby Hoodie ($25 value!) #ppckid @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Custom Audience Social Ads ROI Analysis: • Live Interviews with Fox, BBC, etc. • 250 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • 1366 Sales Qualified Leads • I’m a Columnist on Business Insider • Business Relationship /w Facebook • Facebook Baby Hoodie worth $25 Total Cost: $50 Total Time: 10 minutes @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Many Ecommerce Applications for Custom audiences!

New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers Ecommerce Audience Email Segmentations @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

#SMX #14B3 @larrykim Clone Your Audience List Using Similar Audiences! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

182K Profile Visits / Last 90 Days: HOW? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

More LinkedIn Profile Views Than President Obama** 526,270 Profile Views in 2012! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

You Can Blog on LinkedIn Pulse: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Get Your Content Featured in a LinkedIn Channel @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

How to Get to The Top of The Pulse Channel? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Use Facebook & Twitter Ads! Twitter Promoted PostFacebook Promoted Post @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Larry’s #2 Social Ads Hack: Leverage Insanely Powerful New Ad Formats

You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Facebook Call Buttons @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

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” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

+Half Billion Use FB on Mobile Only @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

80% of Twitter Users are Mobile @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

New Facebook Social Direct Response Ad Formats @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Hack: Combine & Social Ads & Search Ads (RLSA) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Target search ads only to people who recently visited your site! REMARKETING LISTS FOR SEARCH ADS (RLSA) Users visit your site, get added to your remarketing list Show them customized ads when they search on Google! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

The Power of SEARCH Remarketing So What’s The Catch?? Click Through Rates Conversion Rates! 2X ½ 2X Cost Per Click @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

The Problem With RLSA @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

RLSA = Shell Game (Unless Used With Social Ads) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

I DON’T BUY EVERY KEYWORD SEARCH @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Summary: Larry’s Top 10 Social Ad Hacks Quality Score in Social Ads! Ad Targeting to +Engagement Free Clicks Target Behaviors & Demographics Use Social Media Remarketing 1 2 3 4 5 Do Super Remarketing! Custom Audiences = Incredibly Precise Targeting Get Even More Free Clicks New Mobile Ad Formats Remarketing Lists for Search Ads (RLSA) 6 7 8 9 10 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

A New Hope @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

The Future of PPC Search: Indirect Conversion via Paid Social Media Ads + Display & Social Remarketing + RLSA @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

1. Social Ads Build Your BRAND by Amplifying Your Content for Cheap CREATE Produce content & share on social AMPLIFY Selectively promote Unicorn- level content on social media TAG Build remarketing audience by tagging site visitors with a cookie @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

ADVERTISE Target your audience with display & social ads promoting offers. Use new conversion- friendly Mobile Ad Formats. FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale 2: Social Ads Turn Content Consumers into Leads & Customers w/ Super- Remarketing @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Assisted Conversion Direct Conversion Vs. (Keep Doing What You’re Doing in Search Ads) (Focus more here in 2016 to Build Your Brand and Create New Demand)

#mktfest @larrykim Brought to you by: www.wordstream.com/learn Indirect Conversions are The New Direct Conversions?

Vs. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

The Future of PPC Marketing? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

AdWords Scripts? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Changes to Quality Score Algorithm? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Pay Per Click Marketing @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Find Your Unicorns!

Be a Unicorn in a Sea of Donkeys!

Thank You For Attending! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Special Offer: What would you like? a) Free personalized demo of the WordStream Advisor b) 1-1 AdWords Assessment with Certified Consultant c) Neither, I’m all set @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Fire Away Folks! Live Q&A @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Key to Paid Social Media TOP 10 Social Media Advertising Hacks of ALL TIME

Internet Marketing Software - WordStream

Key to Paid Social Media