Larry Kim's Presentation for the South Florida Interactive Marketing Association (SFIMA) in August,...
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Transcript of Larry Kim's Presentation for the South Florida Interactive Marketing Association (SFIMA) in August,...
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Top 10 Paid Social Media Advertising Hacks of All Time!
Brought to you by:
www.wordstream.com/learn#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Welcome To Boston!
A Few Random Facts About Me
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ashI Live in Harvard Square
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ashI Live in Harvard Square
Originally from Winnipeg, Canada
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Actual Photos of Boston From February This Year
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
I Live in Harvard Square, Cambridge, MA
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
WordStream’s Global Headquarters in Boston
2008 2015
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
You’re Attending a Session on PAID Social Media Ads…
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
You Can Do Paid Social Ads with
$50!
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Download Slides Here: bit.ly/sfima
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#searchlove @larrykim
Why
Paid Social Ads
?
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
#1: Ridiculous Amount of Time on Social Media
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#2: Facebook Organic Reach Stinks
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#3: Most of Your Content Goes Nowhere
• 5% of Content = 56% of Page views
• Half of Content < 500 Page views
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#4: Low Brand Recall for SEO
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#5: Search Ads Are Great, But Expensive
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#6: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Captured Lead
Engage with Content
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
So, Many Content/Social/PPC Marketing Efforts Actually More Like …
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
How does
CONTENT MARKETING
really work
?#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
How to make:
STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency?
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
STA
RT / G
O
Paid Social Ads: Highly Scalable Content Promotion
CREATEProduce content& share on social
AMPLIFYSelectively
promote top content on social
media
TAGBuild remarketing
audience by tagging site visitors with a
cookie3
1
2
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
ADVERTISETarget your
audience with display & social ads
promoting offers
FILTERApply behavioral
and demographic filters on audience
CONVERTCapture qualified
leads or sale
EN
D / R
EPE
AT
4
6
5
#SFIMA @larrykim
Social Ads Turn Visitors into Leads
& Customers
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
The Top 10 Paid Social Media Advertising Hacks of All Time!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
We’re Focusing on Facebook & Twitter Today
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Apologies to Google+ Fans…
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Quality Score in Facebook and Twitter Ads!
Larry’s #10 Social Ads Hack:
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
You are Attening a Social Media Marketing Session#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
You are Attening a Social Media Marketing Session
#SFIMA @larrykim
“Relevancy Score” in Facebook
• Higher post engagement = Higher Relevance Score
• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
“Quality Adjusted Bid” in Twitter
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Higher Engagement Rate = (Much) Lower Cost Per Engagement
#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
“Quality Adjusted Bid” in Twitter
1% Increase in Post Engagement = 5% Reduction in Cost Per Engagement!!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Quality Score & Ad Impression Share
Fewer and Fewer Ad Impressions
Every Day!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
• High QS (Great!)– High Ad Impression Share– Low Cost Per Engagement
• Low QS (Terrible!)– Low Ad Impression Share– High Cost Per Engagement
#SFIMA @larrykim
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Tweet More Often and Only Promote Your Best Stuff (Unicorns!)
Larry’s #9 Social Ads Hack:
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Just Say NO to Promoting Junk Updates
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
How to Find High Engagement Posts? (Unicorns!)
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Promote Your BEST Stuff Instead (Top 1-2%)
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Paid Social Ads ROI Analysis:
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
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!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#1 Difference Between Social Ads. vs.
Generic Display Advertising, Search Engine Optimization (SEO)
and Organic Social Media Marketing ??
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Organic Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Larry’s #9 Social Ads Hack:
Turn Low Engagement Updates Into High Engagement Posts w/ Keyword Targeting (and
other Targeting Methods)
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Keyword Targeting Not on Facebook (Just Use Interest Targeting Instead)
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Keyword Targeting: Google Search vs. Twitter
Social Keywords: Higher Funnel, Informational, Conversational, Hashtags
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
zOMG 10X Higher Engagement By Targeting #alphabet
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Generates Valuable PR Exposure & Links
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Precise Ad Targeting Boosts Engagement Rate
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Larry’s #8 Social Ads
Hack
Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments”
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Website
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
“Behavioral Targeting” in Facebook
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
“Partner Audiences” in Twitter
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Larry’s #7 Social Ads Hack!
Further Increase Commercial Intent Using Demographic Targeting
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Demographic Ad Targeting in Facebook
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Demographic Ad Targeting in Twitter
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Social Media Remarketing
Larry’s #6 Social Ads Hack
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Typical Website Remarketing Ads Often Never Seen!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Custom Website Audiences in Facebook
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Tailored Website Audience in Twitter
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Power of Social Remarketing
1. Triples Engagement Rates!
2. Doubles Conversion Rates!
3. So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Combine Remarketing With Product Ads on Facebook!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Combine Remarketing With Product Ads on Facebook!
Ridiculously Powerful Social Ads Strategy: Combining Remarketing + Demographic + Behavioral Targeting + High
Engagement Content
Larry’s #5 Social Ads
Hack
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Layered Remarketing
1. Behavioral & Interest Targeting = They’re interested in your stuff
2. Demographic Targeting = They Can Afford to Buy Your Stuff
3. Remarketing = They Recently Checked Out Your Stuff
Target a Narrow Audience That Meets all 3 Criteria = $$$
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Custom Audiences
Larry’s #4 Social Ads
Hack
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
The Evolution of Display Ad Targeting
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
New “Tailored Audiences” or “Custom Audiences”
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
People-Based Marketing is Like Email Marketing But Better
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Identity Marketing Using Custom Audiences in Social Ads
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
This is a True Story
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Shared the Article on My Social Media
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Promoted Post to My List of Influencers
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Story Picked Up in Marketing Land in 2 Hours
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
+500 Press Pickups in 48 Hours
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Custom Audience Social Ads ROI Analysis:
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Larry’s #3 Social Ads Hack
Leverage Insanely Powerful New Ad
Formats
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
This Stupid Marketing Funnel is a Ridiculously Dated Concept
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Facebook Call Buttons
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Call Buttons are Game Changers
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
+Half Billion Use FB on Mobile Only
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
80% of Twitter Users are Mobile
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
New Facebook Social Direct Response Ad Formats
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Twitter Lead Generation Card FormatUser’s Name, Email and Twitter Name are automatically emailed or posted to you!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Larry’s #2 Social Ads Hack
The Flywheel Effect of Social
Media Marketing
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Engagement Snowballs As You Go
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Because Paid Social Ads Generate Fans!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Get Free Clicks!
Larry’s #1 Social Ads Hack
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Buy 1 Retweet/Like, Get 3 Clicks Free!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
$0.00 Cost Per Engagement?!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
Summary: Larry’s Top 10 Social Ad Hacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#SFIMA @larrykim
STA
RT / G
O
Paid Social Ads: Highly Scalable Content Promotion
CREATEProduce content& share on social
AMPLIFYSelectively
promote top content on social
media
TAGBuild remarketing
audience by tagging site visitors with a
cookie3
1
2
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
ADVERTISETarget your
audience with display & social ads
promoting offers
FILTERApply behavioral
and demographic filters on audience
CONVERTCapture qualified
leads or sale
EN
D / R
EPE
AT
4
6
5
#SFIMA @larrykim
Social Ads Turn Visitors into Leads
& Customers
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Thank You, SFIMA!
#SFIMA @larrykim