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MISSION TO MARS:
The Top 10 Facebook and
Twitter Advertising Hacks for
Content Marketers
Larry Kim, Founder of WordStream, Inc.
OUR TARGET
CUSTOMER IS
STRANDED ON MARS!
#socialpro #22A2 @larrykim
BRING HIM HOME
#socialpro #22A2 @larrykim
Distance to Mars:
225 MILLION KM
#socialpro #22A2 @larrykim
Many Prior Efforts Haven’t Succeeded
#socialpro #22A2 @larrykim
#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
#2: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares
<0.1% Gets +1000 Shares
#socialpro #22A2 @larrykim
#3: Typical Conversion Rate
Via Internet Marketing <1%
#socialpro #22A2 @larrykim
Content Marketing in 2016
Kind of Feels Like …
#socialpro #22A2 @larrykim
#socialpro #22A2 @larrykim
3 Random facts about
your flight director
Over 100
Successful
flights to
Mars
#socialpro #22A2 @larrykim
#socialpro #22A2 @larrykim
1.Originally From Winnipeg
#socialpro #22A2 @larrykim
Actual Photos of Boston Last Year
#socialpro #22A2 @larrykim
Live in Harvard Square Cambridge, MA
#socialpro #22A2 @larrykim
WordStream’s Headquarters
2008 2016
#socialpro #22A2 @larrykim
2. STUDIED ELECTRICAL ENGINEERING FOR 5
YEARS
Studied Electrical Engineering For 5 Years
#socialpro #22A2 @larrykim
Have a 2-year old Kid (#ppckid)
How does
Content Marketing
REALLY work
?
#socialpro #22A2 @larrykim
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
How to make Promotion and
Sales Work More Reliably?
#socialpro #22A2 @larrykim
New Unicorn Rocket Technology!
#socialpro #22A2 @larrykim
Big Ad Budgets Not Required!
#socialpro #22A2 @larrykim
Use social ads as a
CATALYST to Get the
ball Rolling
#socialpro #22A2 @larrykim
Or as an ACCELERANT to
Make Bigger Explosions
#socialpro #22A2 @larrykim
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
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)
#socialpro #22A2 @larrykim
The Top 10 Paid
Facebook & Twitter
Advertising Hacks
of All Time!
#socialpro #22A2 @larrykim
Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!
#socialpro #22A2 @larrykim
HIGHER POST
ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share
and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
#socialpro #22A2 @larrykim
“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
Higher Engagement Rate =
(Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
#socialpro #22A2 @larrykim
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
Promote Your BEST Stuff Instead
(Unicorns: Your Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
#socialpro #22A2 @larrykim
Paid Social Ads ROI Analysis:
1500 Retweets & 100K Visitors for $250
#socialpro #22A2 @larrykim
Just Say NO to Sending Donkeys into Space
#socialpro #22A2 @larrykim
How to ALWAYS Get High Quality
Score Unicorns?
#socialpro #22A2 @larrykim
7 Day Forecast: Sunny in Unicorn Land
#socialpro #22A2 @larrykim
#socialpro #22A2 @larrykim
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
Test More Stuff Organically, Only
Send Unicorns Into Space (Top 1-3%)
#socialpro #22A2 @larrykim
How to Find High Engagement Posts? (Unicorns!)
#socialpro #22A2 @larrykim
Paid Social
Media Ads.
Organic Social
& Content
Marketing
What’s The Biggest
Difference??
#socialpro #22A2 @larrykim
Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net,
Maximize Engagement
Rates Within.
#socialpro #22A2 @larrykim
Larry’s #9 Social Ads Hack:
Premium Unicorn Kisses
Rocket Fuel
Get Even Better Mileage
w/ Keyword Targeting (and
other Targeting Methods)
#socialpro #22A2 @larrykim
OMG 10X Higher Engagement
By Targeting #NeverHillary
#socialpro #22A2 @larrykim
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
Adding Audience Targeting Turns
OK Ads Into Unicorns
#socialpro #22A2 @larrykim
Larry’s #8 Hack:
Solid State Booster Rockets
Get Free Clicks!
#socialpro #22A2 @larrykim
Buy 1 Retweet, Get 3 Free!
#socialpro #22A2 @larrykim
Larry’s #7 Hack:
Secondary Stage
Booster Rockets
Facebook Video Ads!
#socialpro #22A2 @larrykim
LovePop Cards:
#socialpro #22A2 @larrykim
3-Dimensional Pop-Up Cards
#socialpro #22A2 @larrykim
Unicorn Video Ads!
#socialpro #22A2 @larrykim
Video Ad Campaigns
Increase Relevancy Score
by 2 Points!
#socialpro #22A2 @larrykim
$0.02 Cents Per Video View!
#socialpro #22A2 @larrykim
Larry’s #6 Social Ads Hack: Ion Boosters
Custom
Audiences
#socialpro #22A2 @larrykim
New “Tailored Audiences” or “Custom Audiences”
#socialpro #22A2 @larrykim
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
Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON of
new and exciting advertising use cases!
#socialpro #22A2 @larrykim
This is a
True Story
#socialpro #22A2 @larrykim
Shared the Article on My Social Media
#socialpro #22A2 @larrykim
Promoted Post to My List of Influencers
#socialpro #22A2 @larrykim
Business
Insider Asks To
Publish Story
#socialpro #22A2 @larrykim
SEO Link
Building Dance
#socialpro #22A2 @larrykim
Go All-In With
Unicorns! Re-
promote Post!
#socialpro #22A2 @larrykim
Fox News
Producer
Emails One
Hour Later
#socialpro #22A2 @larrykim
#socialpro #22A2 @larrykim
#socialpro #22A2 @larrykim
Facebook Baby Hoodie ($25 value!) #ppckid
#socialpro #22A2 @larrykim
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
#socialpro #22A2 @larrykim
Many
Ecommerce
Applications
for Custom
audiences!
#socialpro #22A2 @larrykim
Ecommerce Audience Email Segmentations
New
Purchasers
Non-Purchase
Users
Active
Purchasers
Customers with
Expired Warranty
Abandoned Shopping
Cart Users
Frequent
Purchasers
High Price Item
Purchasers
Recent
Purchasers
#socialpro #22A2 @larrykim
#SMX #14B3 @larrykim
Grow Your
Audience Size
Using Similar
Audiences!
#socialpro #22A2 @larrykim
Content Now
in Orbit!
#socialpro #22A2 @larrykim
Very Few Make
it This Far <1%
Larry’s #5 Hack:
#socialpro #22A2 @larrykim
Slingshot Around Large Gravitational
Force To Save Propellant
#socialpro #22A2 @larrykim
Large Gravitational Forces on Internet:
#socialpro #22A2 @larrykim
Over a Million
Views & 6654 Likes!
#socialpro #22A2 @larrykim
Arianna Huffington Shared the Story
And Asked Me to Be a Columnist.
#socialpro #22A2 @larrykim
New York Observer, Time Magazine &
Mental Floss Syndicated Story. HOW?!
#socialpro #22A2 @larrykim
#socialpro #22A2 @larrykim
1564 Upvotes +
Front Page +
500k Views!
#socialpro #22A2 @larrykim
Larry’s #4 Hack: Lunar Gravitational Slingshot
#socialpro #22A2 @larrykim
Hacking Google Machine Language
Enabled Ranking Algorithms for
Insanely Awesome SEO
#socialpro #22A2 @larrykim
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
#socialpro #22A2 @larrykim
+/- 3% Increase in
Post Engagement
+/- 1 Spot in
Organic Position
#socialpro #22A2 @larrykim
Rankbrain Reward & Penalties?
Bounce Rate vs. Organic Position
Pass:
Bounce Rate
Low Enough
Fail: Bounce
Rate Too High
#socialpro #22A2 @larrykim
• More Clicks & Conversions
• Better SEO Rankings
• Even More Clicks &
Conversions!
So… Get Really High Organic
CTRs & Conversion Rates!
#socialpro #22A2 @larrykim
Social Media Ads Builds Brand Recognition &
Doubles Organic Search CTR & Conversion Rates!
#socialpro #22A2 @larrykim
We’re now
Orbiting Mars!
#socialpro #22A2 @larrykim
Larry’s #3 Social Ad Hack:
Mars Ascent Vehicle (MAV)
Social Media
Remarketing
#socialpro #22A2 @larrykim
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
#2 Social Ads Hack: Mars Intercept!
Combining
Remarketing +
Demographic +
Behavioral
Targeting +
High Engagement
Content
#socialpro #22A2 @larrykim
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
Use Social Ads +
PPC Search Ads on
Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
Larry’s #1 Social Hack:
Mars Gravitational Slingshot Home
#socialpro #22A2 @larrykim
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
The Power of SEARCH Remarketing
Click Through Rates3X
1/3
3X
Cost Per Click
So What’s The Catch??
Conversion Rates!
#socialpro #22A2 @larrykim
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
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
WHAT DOES IT ALL MEAN?
#socialpro #22A2 @larrykim
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
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
Find Your Unicorns!
#socialpro #22A2 @larrykim
Be a Unicorn in a Sea of Donkeys!
#socialpro #22A2 @larrykim
Thank you,
Third Door Media &
SocialPro!
#socialpro #22A2 @larrykim

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Mission To Mars: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers By Larry Kim

  • 1. MISSION TO MARS: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers Larry Kim, Founder of WordStream, Inc.
  • 2. OUR TARGET CUSTOMER IS STRANDED ON MARS! #socialpro #22A2 @larrykim
  • 3. BRING HIM HOME #socialpro #22A2 @larrykim
  • 4. Distance to Mars: 225 MILLION KM #socialpro #22A2 @larrykim
  • 5. Many Prior Efforts Haven’t Succeeded #socialpro #22A2 @larrykim
  • 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 #socialpro #22A2 @larrykim
  • 8. #3: Typical Conversion Rate Via Internet Marketing <1% #socialpro #22A2 @larrykim
  • 9. Content Marketing in 2016 Kind of Feels Like … #socialpro #22A2 @larrykim
  • 11. 3 Random facts about your flight director Over 100 Successful flights to Mars #socialpro #22A2 @larrykim
  • 14. Actual Photos of Boston Last Year #socialpro #22A2 @larrykim
  • 15. Live in Harvard Square Cambridge, MA #socialpro #22A2 @larrykim
  • 17. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS Studied Electrical Engineering For 5 Years #socialpro #22A2 @larrykim
  • 18. Have a 2-year old Kid (#ppckid)
  • 19. How does Content Marketing REALLY work ? #socialpro #22A2 @larrykim
  • 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? #socialpro #22A2 @larrykim
  • 22. New Unicorn Rocket Technology! #socialpro #22A2 @larrykim
  • 23. Big Ad Budgets Not Required! #socialpro #22A2 @larrykim
  • 24. Use social ads as a CATALYST to Get the ball Rolling #socialpro #22A2 @larrykim
  • 25. Or as an ACCELERANT to Make Bigger Explosions #socialpro #22A2 @larrykim
  • 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) #socialpro #22A2 @larrykim
  • 28. The Top 10 Paid Facebook & Twitter Advertising Hacks of All Time! #socialpro #22A2 @larrykim
  • 29. Larry’s #10 Social Ads Hack: Quality Score in Facebook and Twitter Ads! #socialpro #22A2 @larrykim
  • 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
  • 32. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #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 #socialpro #22A2 @larrykim
  • 35. Paid Social Ads ROI Analysis: 1500 Retweets & 100K Visitors for $250 #socialpro #22A2 @larrykim
  • 36. Just Say NO to Sending Donkeys into Space #socialpro #22A2 @larrykim
  • 37. How to ALWAYS Get High Quality Score Unicorns? #socialpro #22A2 @larrykim
  • 38. 7 Day Forecast: Sunny in Unicorn Land #socialpro #22A2 @larrykim
  • 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%) #socialpro #22A2 @larrykim
  • 42. How to Find High Engagement Posts? (Unicorns!) #socialpro #22A2 @larrykim
  • 43. Paid Social Media Ads. Organic Social & Content Marketing What’s The Biggest Difference?? #socialpro #22A2 @larrykim
  • 44. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. #socialpro #22A2 @larrykim
  • 45. Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods) #socialpro #22A2 @larrykim
  • 46. OMG 10X Higher Engagement By Targeting #NeverHillary #socialpro #22A2 @larrykim
  • 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
  • 48. Adding Audience Targeting Turns OK Ads Into Unicorns #socialpro #22A2 @larrykim
  • 49. Larry’s #8 Hack: Solid State Booster Rockets Get Free Clicks! #socialpro #22A2 @larrykim
  • 50. Buy 1 Retweet, Get 3 Free! #socialpro #22A2 @larrykim
  • 51. Larry’s #7 Hack: Secondary Stage Booster Rockets Facebook Video Ads! #socialpro #22A2 @larrykim
  • 54. Unicorn Video Ads! #socialpro #22A2 @larrykim
  • 55. Video Ad Campaigns Increase Relevancy Score by 2 Points! #socialpro #22A2 @larrykim
  • 56. $0.02 Cents Per Video View! #socialpro #22A2 @larrykim
  • 57. Larry’s #6 Social Ads Hack: Ion Boosters Custom Audiences #socialpro #22A2 @larrykim
  • 58. New “Tailored Audiences” or “Custom Audiences” #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! #socialpro #22A2 @larrykim
  • 61. This is a True Story #socialpro #22A2 @larrykim
  • 62. Shared the Article on My Social Media #socialpro #22A2 @larrykim
  • 63. Promoted Post to My List of Influencers #socialpro #22A2 @larrykim
  • 64. Business Insider Asks To Publish Story #socialpro #22A2 @larrykim
  • 66. Go All-In With Unicorns! Re- promote Post! #socialpro #22A2 @larrykim
  • 67. Fox News Producer Emails One Hour Later #socialpro #22A2 @larrykim
  • 70. Facebook Baby Hoodie ($25 value!) #ppckid #socialpro #22A2 @larrykim
  • 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 #socialpro #22A2 @larrykim
  • 73. Ecommerce Audience Email Segmentations New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers #socialpro #22A2 @larrykim
  • 74. #SMX #14B3 @larrykim Grow Your Audience Size Using Similar Audiences! #socialpro #22A2 @larrykim
  • 75. Content Now in Orbit! #socialpro #22A2 @larrykim Very Few Make it This Far <1%
  • 76. Larry’s #5 Hack: #socialpro #22A2 @larrykim
  • 77. Slingshot Around Large Gravitational Force To Save Propellant #socialpro #22A2 @larrykim
  • 78. Large Gravitational Forces on Internet: #socialpro #22A2 @larrykim
  • 79. Over a Million Views & 6654 Likes! #socialpro #22A2 @larrykim
  • 80. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. #socialpro #22A2 @larrykim
  • 81. New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?! #socialpro #22A2 @larrykim
  • 83. 1564 Upvotes + Front Page + 500k Views! #socialpro #22A2 @larrykim
  • 84. Larry’s #4 Hack: Lunar Gravitational Slingshot #socialpro #22A2 @larrykim
  • 85. Hacking Google Machine Language Enabled Ranking Algorithms for Insanely Awesome SEO #socialpro #22A2 @larrykim
  • 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 #socialpro #22A2 @larrykim
  • 87. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position #socialpro #22A2 @larrykim Rankbrain Reward & Penalties?
  • 88. Bounce Rate vs. Organic Position Pass: Bounce Rate Low Enough Fail: Bounce Rate Too High #socialpro #22A2 @larrykim
  • 89. • More Clicks & Conversions • Better SEO Rankings • Even More Clicks & Conversions! So… Get Really High Organic CTRs & Conversion Rates! #socialpro #22A2 @larrykim
  • 90. Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates! #socialpro #22A2 @larrykim
  • 92. Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV) Social Media Remarketing #socialpro #22A2 @larrykim
  • 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 #socialpro #22A2 @larrykim
  • 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 #socialpro #22A2 @larrykim
  • 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? #socialpro #22A2 @larrykim
  • 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
  • 104. Find Your Unicorns! #socialpro #22A2 @larrykim
  • 105. Be a Unicorn in a Sea of Donkeys! #socialpro #22A2 @larrykim
  • 106. Thank you, Third Door Media & SocialPro! #socialpro #22A2 @larrykim