This document outlines Larry Kim's top 10 social media advertising hacks for content marketers. It discusses strategies for using paid social media ads to promote high-engagement content, including targeting specific audiences, using video ads, remarketing to past visitors, and leveraging other sites to increase traffic. The overarching message is that paid social ads work best when used to promote only the most shareable, engaging "unicorn" content that organically gets a lot of shares and reactions.
6. #1. Organic Social Media Reach Stinks!
Buffer Social’s Kevan Lee:
We’ve Lost Half our Organic Social
Media Traffic in the Last Year.
#socialpro #22A2 @larrykim
7. #2: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares
<0.1% Gets +1000 Shares
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20. This (almost)
never happens!
Most content
goes nowhere
The Path to purchase takes
time and is indirect
How Content Marketing Doesn’t (Usually) Work
STEP 1 STEP 2 STEP 3
Create New
Content
Share on Social
Networks (FB,
Twitter, LinkedIn)
People Buy
Your Stuff
#socialpro #22A2 @larrykim
21. How to make Promotion and
Sales Work More Reliably?
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24. Use social ads as a
CATALYST to Get the
ball Rolling
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25. Or as an ACCELERANT to
Make Bigger Explosions
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26. 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)
#socialpro #22A2 @larrykim
27. 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)
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28. The Top 10 Paid
Facebook & Twitter
Advertising Hacks
of All Time!
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29. Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!
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30. HIGHER POST
ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share
and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
#socialpro #22A2 @larrykim
31. “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.
#socialpro #22A2 @larrykim
33. 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
#socialpro #22A2 @larrykim
34. Promote Your BEST Stuff Instead
(Unicorns: Your Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
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35. Paid Social Ads ROI Analysis:
1500 Retweets & 100K Visitors for $250
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36. Just Say NO to Sending Donkeys into Space
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37. How to ALWAYS Get High Quality
Score Unicorns?
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38. 7 Day Forecast: Sunny in Unicorn Land
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40. How To Tell if Your Rocket is a
Unicorn or Donkey?
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!
#socialpro #22A2 @larrykim
41. Test More Stuff Organically, Only
Send Unicorns Into Space (Top 1-3%)
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42. How to Find High Engagement Posts? (Unicorns!)
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47. Best Campaigns Have Precise
Audience Definition
(Note: Targeting all your
fans is not precise..)
Target:
Fans of Donald Trump
Social Media
Marketing Job Titles
#neverhillary
NRA Members
Exclude:
Democrats
Hillary Fans
#neverTrump
Bernie Sanders Fans
(etc.)
#socialpro #22A2 @larrykim
59. 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
#socialpro #22A2 @larrykim
60. 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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71. 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
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85. Hacking Google Machine Language
Enabled Ranking Algorithms for
Insanely Awesome SEO
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86. Current & Future Google SEO Ranking Signals
Current Google
1.Links
2.Keywords
3.…?
Future Google??
1.User Engagement
Metrics (Click Through
Rate & Dwell Time)
2.Links
3.Keywords
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87. +/- 3% Increase in
Post Engagement
+/- 1 Spot in
Organic Position
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Rankbrain Reward & Penalties?
88. Bounce Rate vs. Organic Position
Pass:
Bounce Rate
Low Enough
Fail: Bounce
Rate Too High
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89. • More Clicks & Conversions
• Better SEO Rankings
• Even More Clicks &
Conversions!
So… Get Really High Organic
CTRs & Conversion Rates!
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90. Social Media Ads Builds Brand Recognition &
Doubles Organic Search CTR & Conversion Rates!
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92. Larry’s #3 Social Ad Hack:
Mars Ascent Vehicle (MAV)
Social Media
Remarketing
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93. Power of Social
Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
1/3 Cost Per Click
#socialpro #22A2 @larrykim
94. #2 Social Ads Hack: Mars Intercept!
Combining
Remarketing +
Demographic +
Behavioral
Targeting +
High Engagement
Content
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95. 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 = $$$
#socialpro #22A2 @larrykim
96. Use Social Ads +
PPC Search Ads on
Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
Larry’s #1 Social Hack:
Mars Gravitational Slingshot Home
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97. 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!
#socialpro #22A2 @larrykim
98. The Power of SEARCH Remarketing
Click Through Rates3X
1/3
3X
Cost Per Click
So What’s The Catch??
Conversion Rates!
#socialpro #22A2 @larrykim
99. The Problem with RLSA
Solution: Use
Social Ads to
make the
smaller circle
100-1000x
bigger for
cheap!
People
unfamiliar
with your
brand
People
familiar
with your
brand
RLSA only targets
these usersRLSA Doesn’t Target
These Users (By
Definition)
#socialpro #22A2 @larrykim
100. 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.
#socialpro #22A2 @larrykim
101. WHAT DOES IT ALL MEAN?
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102. Summary: Larry’s Top 10
Social Ad Hacks
Unicorn Rockets: Only
Launch Unicorns into Space.
10
Unicorn Rocket Fuel:
Audience Targeting to
Increase Engagement
9
Solid State Boosters:
Generate FREE Clicks
from Paid Ads
8
Secondary Booster
Rockets: Video Ads!
7
Ion Boosters:
Custom Audiences
6
#socialpro #22A2 @larrykim
103. Summary: Larry’s Top 10 Social Ad Hacks
Earth Gravity Assist:
Reddit, Digg, Medium,
Linkedin Pulse, etc
5
Mars Ascent
Vehicle: Social
Remarketing
3
Lunar Gravitational
Slingshot: Hacking
RankBrain for SEO
4
Mars Gravitational
Slingshot Home: Combining
Paid Search & Social Ads
1
Mars Intercept:
Combine Everything
with Super Remarketing
2
#socialpro #22A2 @larrykim