Hacking Facebook Ads on the Cheap

Hacking Facebook Ads on the Cheap:
How to Supercharge Sales Leads on
Any Budget
LARRY KIM

@Kissmetrics
#Kisswebinar
@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager,
@ThueLMadsen
Larry is the Founder of WordStream, Inc. the world’s
largest PPC software company managing over a billion
dollars of Google & Facebook ad budgets for tens of
thousands of customers worldwide.
LARRY KIM
@larrykim

MISSION TO MARS:
How 50 Dollars in Facebook Ads
Can Drive Enormous Traffic To
Your Best Content
@larrykim #Kisswebinar @larrykim #Kisswebinar

OUR TARGET
CUSTOMER IS
STRANDED ON MARS!
@larrykim #Kisswebinar

BRING HIM HOME

Mark Has Just 30 Minutes of Life Support!

Distance to Mars:
225 MILLION KM

Many Prior Efforts Haven’t Succeeded

Internet Marketing in 2017 & Beyond
Kind of Feels Like …

3 Random facts about
your flight director
Over 100
Successful
flights to
Mars

Originally From Winnipeg

Actual Photos of Boston Last Year

Live in Harvard Square Cambridge, MA

WordStream’s Headquarters
2008 2017

2. STUDIED ELECTRICAL ENGINEERING FOR 5
YEARS
Studied Electrical Engineering For 5 Years

Have a two-year old Kid (#ppckid)

How does
Selling Stuff via
Social Media
REALLY Work
?

Things Are Super
Competitive Now!
Posts Rarely
Get Seen
Path to Purchase is
Indirect & takes
time!
How Social Media Marketing
Doesn’t (Usually) Work (Any More)
STEP 1 STEP 2 STEP 3
Post Stuff To
Social Media
People See Your
Posts
People Buy
Your Stuff

How to get way more leads and sales at
MUCH less cost? (Ideally 10x Better not
just 10% Better!)

New Unicorn Rocket Technology!

SALE!
ONLY
$50
ACT
NOW
$50
LOW
LOW
LOW
$50
BEST
PRICE
$50
Big Ad Budgets Not Required!

Use social ads as a
CATALYST to Get the
ball Rolling

Or as an ACCELERANT to
Make Bigger Explosions

1
2
3
(a) Paid Social Ads Provide
MOST 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
(Earth)

5
4
6
(b) Social Ads Turn
Visitors into Leads
& Customers
Remarketing
Remarket your audience
with display & social
ads and Remarketing
Lists for Search Ads to
promote offers
FILTER
Apply behavioral
and demographic
filters on audience

CONVERT
Capture
qualified
leads or sale END/REPEAT
(Mars)

Larry’s Top 7 Paid
Social Advertising
Hacks for 2017

Larry’s #7 Top Social Advertising Hack:
Only Promote
Unicorns on
Facebook &
Twitter Ads!

HIGHER POST
ENGAGEMENT

Higher Relevance Score
HIGHER RELEVANCE SCORE

More Impression Share
and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=

“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?
RELEVANCE: Is your Tweet
related to things a user
is interested in?
RECENCY: Is your Tweet
fresh? Fresher Tweets get
higher priority.

Higher Engagement Rate =
(Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%

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

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

Promote Your BEST Stuff Instead
(Unicorns: Your Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015

Paid Social Ads ROI Analysis:
1500 Retweets & 100K Visitors for $250

Just Say NO to Sending Donkeys into Space

How to ALWAYS Get High Quality
Score Unicorns?

Larry’s #6 Social Ads Hack:
Deep Space Radar

7 Day Forecast: Sunny in Unicorn Land

#CMCa2z @larrykim
Quality Assessment Should Be Based on Data
Not Just Biased Views of Your Own Work
Need Objective Way to Discern
Unicorns vs. Non-Unicorns!

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 &
LinkedIn!

How to Find High Engagement Posts? (Unicorns!)

#CMCa2z @larrykim
Post Engagement Rates for 129 Facebook Status
Updates for a Random Customer
Unicorn Social
Updates are +10x
More Engaging Than
Donkey Posts

#CMCa2z @larrykim
A Small
Number of
Stories (10%)
Generate
Most of the
Traffic (+60%)
Typical Blog Traffic Distribution

#CMCa2z @larrykim
The Top 10% of Offers Convert
+5x Better Than Donkeys
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45%
and Above
SHAREOFALLACCOUNTS

#CMCa2z @larrykim
Unicorn Content Power Law: Most of the
Value Comes from a Fraction of the Content (duh)

#CMCa2z @larrykim
Larry’s Law: The
Future of Social
Media Marketing
is Increasingly
Winner-Take-All.
Time to Adjust
Strategy!
Traffic to the Top 10 Posts of the Month at Inc Magazine

#CMCa2z @larrykim
Unicorn Social Post Creation Strategy

#CMCa2z @larrykim
Make More Unicorns, Duh!

#CMCa2z @larrykim
I’ve Written
My Share of
These Dumb
Viral Article
How-To’s…

#CMCa2z @larrykim
They Focus
on Content
Attributes
Rather Than
Outcomes

#CMCa2z @larrykim
They Make
Arguments in
Favor of
Content
Quality over
Quantity or
Long Form vs.
Short Form

#CMCa2z @larrykim
Content Quality vs. Quality Debate
It’s a False Choice: You
NEED the QUANTITY to *FIND*
the QUALITY

#CMCa2z @larrykim
Larry’s Social
Media Marketing
Truth Bomb:
Unicorn Post
Creation is
More of a
Numbers Game
Than Most
Marketers Want
to Admit.

#CMCa2z @larrykim
WordStream Blog Article Performance
for Stories Published in 2016
I Worked Hard on All My
Content Last Year But I
Only Found 5 Unicorns
Last Year. The Rest Were
Donkeys!

#CMCa2z @larrykim
Larry’s Theory:
Success is More
About Extracting
Maximum
Leverage From The
Unicorns You Have

Larry’s #5 Top Content
Promotion Hack:
Sound The Unicorn Alert and
Make Unicorn Babies

#CMCa2z @larrykim@larrykim #Kisswebinar

#CMCa2z @larrykim
Social Media & Content
Treadmill

#CMCa2z @larrykim
Create Unicorn Babies

#CMCa2z @larrykim
Unicorn Baby Generates Nearly 100k Views

#CMCa2z @larrykim
Boost Your
Unicorns
With Social
Media Ads &
PPC
Advertising

#CMCa2z @larrykim
Facebook Ads: High Relevance Score = Low Cost Per Click

#CMCa2z @larrykim
Unicorn
Infographicification™
& Videoification™

Test More Stuff Organically, Only Send
Unicorns Into Space (Top 1-3%)

Paid Social
Media Ads.
Organic Social
Media
Marketing
What’s The Biggest
Difference??

Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net,
Maximize Engagement
Rates Within.

We’re Now
in Orbit of
Earth!

Very Few Marketing
Efforts Make it
This Far <2%
@larrykim #smmw17

Larry’s #4 Social Ads
Hack: Custom Audiences

New “Tailored Audiences” or “Custom Audiences”

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

Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON of
new and exciting advertising use cases!

A True Story

Shared the Article on My Social Media

Promoted Post to My List of Influencers

Business
Insider Asks To
Publish Story

SEO Link Building Dance

Go All-In With
Unicorns!

Fox News
Producer
Emails One
Hour Later

Facebook Baby Hoodie ($25 value!) #ppckid

Custom Audience Social
Ads ROI Analysis:
•  Live Interviews with Fox, BBC, etc.
•  250 High Value Press Pickups + Links
•  Massive Brand Exposure
•  +100k Site Visitors
•  I’m a Columnist on Business Insider
•  Business Relationship /w Facebook
•  Facebook Baby Hoodie worth $25
Total Cost: $50
Total Time 10 minutes

Larry’s #3 Social Advertising Hack:
Lunar Gravity Assist
Hacking Reddit (etc.)

Large Gravitational Forces on Internet:

Over a Million
Views & 9,012
Likes!

Arianna Huffington Shared the Story
And Asked Me to Be a Columnist.

Ranked #8
Author on
Medium! HOW?!

Over Half a Million Views per Month! HOW?

1564 Upvotes +
Front Page +
500k Views!

We’re now
Orbiting Mars!

Congratulations So Far…

Hacking RankBrain & New Machine
Language Enabled Algorithms for
Awesome SEO
Larry’s #2 Social Media Ads Hack: Mars
Ascent Vehicle (MAV)

Current & Future Google SEO Ranking Signals
Current Google
1. Links
2. Keywords
3. …?

Future Google
1. User Engagement
Metrics (Click Through
Rate & Bounce Rates)
2. Links
3. Keywords


What’s A Good Click Through Rate for Organic
Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate
High CTR
Listings
Floating To Top
Positions
Low CTR
Listings
Sinking To
Bottom of Page

• More Clicks & Conversions
• Better SEO Rankings
• Even More Clicks &
Conversions!
So… Get Really High Organic
CTRs & Conversion Rates!

Social Media Ads Builds Brand Recognition &
Doubles Organic Search CTR & Conversion Rates!

Use Social Ads +
PPC Search Ads on
Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
Larry’s #1 Social Media Ads Hack:
Mars Gravitational Slingshot Home

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!

The Power of SEARCH Remarketing
Click Through Rates 3X
1/3
2X
Cost Per Click
So What’s The Catch??
Conversion Rates!

The Problem with RLSA
Solution: Use
Social Ads to
make the smaller
circle 10-100x
bigger for
cheap!
People
unfamiliar
with your
brand
People
familiar
with your
brand
RLSA only targets
these users RLSA Doesn’t Target
These Users (By
Definition)

WHAT DOES IT ALL MEAN?

How Advertising REALLY Works
STEP 1:
Promote Inspirational / Memorable Content about Your Brand
to your Target Market
STEP 2:
People See The Ad, But Don’t Necessarily Take Action Right
Away. (But Become Biased)
STEP 3:
Later when the Need Arises,
People either:
Do a Branded Search
for Your Stuff
Do Un-Branded Search but
Biased Towards Clicking &
Buying From You.

Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)

Brand Affinity DRAMATICALLY Impacts
CONVERSION RATES (+2-3x!)

Summary: Larry’s Top 7
Social Ad Hacks
Unicorn Rockets: Only
Launch Unicorns into Space
w/ Social Ads.
7
Deep Space Radar:
Advanced Unicorn
Detection
6
Unicorn Alert: Sound
the Alarm and Make
Unicorn Babies!!
5
Earth Gravity
Assist: Custom
Audiences.
4

Summary: Larry’s Top 7 Social Ad Hacks
Lunar Gravity Assist:
Hacking Reddit.
3
Mars Ascent
Vehicle: Hacking
Rankbrain
2
Mars Gravitational
Slingshot Home: Combining
Paid Search & Social Ads
1

Thank you, Thue &
KissMetrics Team!

Questions?
THUE MADSEN
@ThueLMadsen
LARRY KIM
@larrykim

LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation

Hacking Facebook Ads on the Cheap

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