The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

#SocialPro #XXa @SpeakerName
Larry Kim, Founder of WordStream, Inc.
THE TOP 10 FACEBOOK &
TWITTER ADVERTISING HACKS
OF ALL TIME!
#SocialPro #23B3 @larrykim

A Few Random
Facts About Me

Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year

I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston
2008 2015

You’re Attending a
Session on
PAID Social Media Ads…

You Can Do
Paid Social
Ads with $50!

Doh! 100 Slides* in 25 minutes!

Why
Paid Social
Ads
?

#1: Ridiculous Amount of
Time on Social Media
28%28% of online
time is spent
social networking.

#2: Facebook Organic Reach Stinks

#3: Most of Your Content Goes Nowhere
5% of WordStream Content = 56% of Page views
More Than Half of Content got less than 500 Page views

Brought to you by:
#4: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS

#5: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead

So, Many Social Media Marketing
Efforts Actually More Like …

How does
Content Marketing
really work
?

This (almost)
never happens!
How it actually
works...
Repeat Step 1
and 2 many
times until
something sticks.
Step 3 is a myth. Instead, visitors
who have a positive experience may
remember your brand and be biased
to come to you in the future.
A B

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

(a) Paid Social Ads Provide 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
(b) Social Ads Turn
Visitors into Leads
& Customers

The Top 10 Paid Social Media
Advertising Hacks of All Time!

We’re Focusing on Facebook & Twitter Today

Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+

Larry’s #10 Social Ads Hack:

How Does Google Search Decide
Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=

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
=

Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!

High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
• More Qualified People!
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Engagement
• More Unqualified Randos…
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores

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

Paid Social Ads ROI Analysis:

Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET

How to ALWAYS Get High Quality Scores??

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!

Tweet More Often and Only
Promote Your Best Stuff (Unicorns!)

Paid Social Hunger Games

Paid Social MONEYBALL!

How to Find High Engagement Posts? (Unicorns!)

What’s The Biggest Difference??

Paid Social = Be Picky!
Cast a Narrow Net,
Maximize Engagement Rates.

Turn Low Engagement
Updates Into High Engagement
Posts w/ Keyword Targeting
(and other Targeting Methods)

zOMG 10X Higher Engagement
By Targeting #alphabet

Generates Valuable PR Exposure & Links

Precise Ad Targeting Boosts Engagement Rate

Increase Commercial
Intent (Chance of People
Buying Your Stuff) Using
“In-Market Segments”

Website
HITSHow Idiots Track Success

“Partner Audiences” in Twitter

Further Increase
Commercial Intent
Using Demographic
Targeting

Demographic Ad Targeting in Facebook

Demographic Ad Targeting in Twitter

Social Media
Remarketing
I’LL BE
BACK

Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X

Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content

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 = $$$

Custom Audiences

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)

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!

This is a True Story

Shared the Article on My Social Media

Promoted Post to My List of Influencers

Story Picked Up
in Marketing Land
in 2 Hours

SEO Link Building Dance

+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY

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

Another True Story

Business Insider
Asks To Publish
Story

Promote Your
Unicorns, Larry!

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

Leverage
Insanely
Powerful New
Ad Formats

You can
bypass this
funnel
entirely!
This Stupid Marketing
Funnel is a Ridiculously
Dated Concept

Facebook Call Buttons

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”

New Facebook Social Direct
Response Ad Formats

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

The Snowball Effect of
Social Media Advertising

Engagement Snowballs As You Go

Because Paid Social Ads Generate Fans!

Get Free
Clicks!

Buy 1 Retweet/Like, Get 3 Clicks Free!

$0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015

Summary: Larry’s Top 10 Social Ad Hacks
Quality Score in
Social Ads!
Post More, Promote
Best Stuff
Keyword Targeting &
Hashtags!
In-Market Segments
= Commercial Intent
Layer Demographic
Targeting
1
2
3
4
5
Do Social Media
Remarketing
Custom Audiences =
Incredibly Precise Targeting
Use Lists to Generate
Positive Engagement
Leverage Flywheel
Effect of Social Media Ads
Free Clicks!
6
7
8
9
10

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
Social Ads Turn
Visitors into Leads
& Customers

Thank You, SocialPro!

#SocialPro #XXa @SpeakerName
THANK YOU!
JOIN US @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

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The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

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