Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time
Transcript of Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time
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MISSION TO MARS:Top 10 Facebook and Twitter
Advertising Content Promotion Hacks of All Time
Larry Kim, Founder of WordStream.
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OUR TARGET CUSTOMER IS
STRANDED ON MARS!
@larrykim #C3NY
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BRING HIM HOME
@larrykim #C3NY
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Mark Has Just 40 Minutes of Life Support!
@larrykim #C3NY
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Distance to Mars: 225 MILLION KM
@larrykim #C3NY
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Many Prior Efforts Haven’t Succeeded
@larrykim #C3NY
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#CMCa2z @larrykim
#1. 99.9% of Your Content Goes Nowhere!
50% OF Content Gets ZERO Social Shares<0.1% Gets +1000 Shares
@larrykim #C3NY
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#CMCa2z @larrykim
Buffer Social’s Kevan Lee:“We’ve Lost Half our Organic Social Media Traffic in the Last Year”
#2. Organic Social Media Reach Stinks
@larrykim #C3NY
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#3. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED
MARKETS!
Source: Approx. 2500 WordStream Customers(Not official Google Data.)
Desktop
Tablet
Mobile
@larrykim #C3NY
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#CMCa2z @larrykim
#4. SEO Getting Harder!
@larrykim #C3NY
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#5: Typical Conversion Rate
Via Content Marketing < 1%
@larrykim #C3NY
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Content Marketing in 2017 & BeyondKind of Feels Like …
@larrykim #C3NY
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@larrykim #C3NY
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3 Random facts about your flight
director
Over 100 Successful flights to Mars
@larrykim #C3NY
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Originally From Winnipeg
@larrykim #C3NY
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@larrykim #C3NY
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Actual Photos of Boston Last Year
@larrykim #C3NY
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Live in Harvard Square Cambridge, MA
@larrykim #C3NY
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WordStream’s Headquarters
2008 2016
@larrykim #C3NY
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2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS
2. Studied Electrical Engineering For 5 Years
@larrykim #C3NY
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3. Have a two-year old Kid (#ppckid)
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How does Marketing Demand
Generation REALLY Work
?@larrykim #C3NY
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Things Are Super Competitive Now!
We need to create new search volume!
We Need a NEW Ridiculously Unfair
Advantage
How Demand Generation Doesn’t (Usually) Work (Any More)STEP 1 STEP 2 STEP 3
Rank for Keywords
People Search For Your Stuff
People Buy Your Stuff
@larrykim #C3NY
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How to get way more leads and sales at MUCH less cost? (Ideally 10x Better not just 10% Better!)
@larrykim #C3NY
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New Unicorn Rocket Technology!
@larrykim #C3NY
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SALE!ONL
Y$50
ACT NOW
$50
LOW LOWLOW$50
BEST PRIC
E$50
Big Ad Budgets Not Required!
@larrykim #C3NY
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Use social ads as a CATALYST to Get the ball Rolling
@larrykim #C3NY
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Or as an ACCELERANT to Make Bigger Explosions
@larrykim #C3NY
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1
2
3
(a) Paid Social Ads Provide MOST SCALABLE Content Promotion
CREATEProduce content& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing audience by tagging site visitors with a cookie
START/GO(Earth)
@larrykim #C3NY
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54
6
(b) Social Ads Turn Visitors into Leads & Customers
RemarketingRemarket your audience with
display & social ads and Remarketing
Lists for Search Ads to promote offers
FILTERApply behavioral and demographic
filters on audience
CONVERTCapture qualified leads or sale END/REPEAT
(Mars)
@larrykim #C3NY
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The Top 10 Paid Content Promotion Hacks for 2017
@larrykim #C3NY
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Larry’s #10 Top Content Promotion Hack:
Facebook and Twitter Ads!
@larrykim #C3NY
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HIGHER POSTENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
@larrykim #C3NY
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“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.
@larrykim #C3NY
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Higher Engagement Rate =(Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.001%
@larrykim #C3NY
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1% Increase inPost Engagement5% Reduction in Cost Per Engagement!
“Quality Adjusted Bid” in Twitter
=
@larrykim #C3NY
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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
@larrykim #C3NY
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Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
@larrykim #C3NY
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Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250
@larrykim #C3NY
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Just Say NO to Sending Donkeys into Space
@larrykim #C3NY
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How to ALWAYS Get High Quality Score Unicorns?
@larrykim #C3NY
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7 Day Forecast: Sunny in Unicorn Land
@larrykim #C3NY
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@larrykim #C3NY
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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!
@larrykim #C3NY
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Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-
3%)@larrykim #C3NY
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How to Find High Engagement Posts? (Unicorns!)
@larrykim #C3NY
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Paid Social Media Ads.
Organic Social & Content
Marketing
What’s The Biggest
Difference??@larrykim #C3NY
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Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net, Maximize
Engagement Rates Within.
@larrykim #C3NY
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Larry’s #9 Top Content Promotion Hack: Premium Unicorn Kisses Rocket Fuel
Demographic, Behavioral & Interest-Based Ad
Targeting
@larrykim #C3NY
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WebsiteH.I.T.S.How Idiots Track Success
@larrykim #C3NY
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zOMG 10X Higher Engagement By Targeting #alphabet
@larrykim #C3NY
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Adding Audience Targeting Turns OK Ads Into Unicorns
@larrykim #C3NY
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Larry’s #8 Top Content Promotion Hack:
Solid State Booster Rockets
Remarketing on GDN & Facebook
@larrykim #C3NY
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Power of Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
Engagement Rates (or CTR)!
ConversionRates!
3X
2X1/3Cost Per Click
@larrykim #C3NY
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Conversion Rates
Increase With More
Ad Impressions
Weird Thing About Remarketing
@larrykim #C3NY
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Behold The Power of Super Remarketing!
Combining Remarketing + Demographic + Interest + Behavioral Targeting + High
Engagement Content
@larrykim #C3NY
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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 = $$$
@larrykim #C3NY
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Larry’s #7 Content Promotion Hack: Ion Boosters
5 Ways to Beat Up on Competitors With Ads
@larrykim #C3NY
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(a) YouTube Ads: Managed Placements
@larrykim #C3NY
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(b) Custom Affinity Audiences on Google Display Network
@larrykim #C3NY
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(c) Facebook Interest Targeting
@larrykim #C3NY
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(d) Twitter Follower & Keyword Targeting
@larrykim #C3NY
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(e) Gmail Ads: Email & Keyword Targeting
@larrykim #C3NY
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We’re Nowin Orbit of
Earth!
@larrykim #C3NY
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Very Few Marketing Efforts Make it This Far <2%
@larrykim #C3NY
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Larry’s #6 Social Ads Hack: Custom Audiences
@larrykim #C3NY
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New “Tailored Audiences” or “Custom Audiences”
@larrykim #C3NY
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People-Based Marketing is LikeEmail Marketing But Better
Email MarketingLimit number of blasts toreduce unsubscribes.5-2% unsubscribes each blastPeople Need to opt into your listTons of unqualified emails on the list
People-Based Marketing
Fixed
FixedFixedFixed
@larrykim #C3NY
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Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising use
cases!@larrykim #C3NY
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A True Story
@larrykim #C3NY
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Shared the Article on My Social Media
@larrykim #C3NY
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Promoted Post to My List of Influencers
@larrykim #C3NY
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Business Insider Asks To Publish Story
@larrykim #C3NY
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SEO Link Building Dance
@larrykim #C3NY
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Shared the Article on My Social Media
@larrykim #C3NY
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Go All-In With Unicorns!
@larrykim #C3NY
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Promoted Post to My List of Influencers
@larrykim #C3NY
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Fox News Producer Emails One Hour Later
@larrykim #C3NY
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@larrykim #C3NY
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@larrykim #C3NY
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Facebook Baby Hoodie ($25 value!) #ppckid
@larrykim #C3NY
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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: $50Total Time 10 minutes
@larrykim #C3NY
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Many Ecommerce Applications of
Custom Audiences!
@larrykim #C3NY
![Page 84: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/84.jpg)
Ecommerce Audience Email Segmentations
New Purchaser
s
Non-Purchase Users
Active Purchaser
s
Customers with Expired Warranty
Abandoned Shopping Cart
Users
Frequent Purchasers
High Price Item
Purchasers
Recent Purchasers
@larrykim #C3NY
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#SMX #14B3 @larrykim #C3NY
Grow Your Audience SizeUsing Similar Audiences!
@larrykim #C3NY
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Larry’s #5 Advertising Hack: Lunar Gravity Assist
@larrykim #C3NY
Hacking Reddit
![Page 87: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/87.jpg)
Large Gravitational Forces on Internet:
@larrykim #C3NY
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Over a Million Views & 6654
Likes!
@larrykim #C3NY
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Arianna Huffington Shared the Story And Asked Me to Be a Columnist.
@larrykim #C3NY
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New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!
@larrykim #C3NY
![Page 91: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/91.jpg)
Ranked #8 Author on
Medium! HOW?!
@larrykim #C3NY
![Page 92: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/92.jpg)
Over Half a Million Views per Month! HOW?
@larrykim #C3NY
![Page 93: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/93.jpg)
@larrykim #C3NY
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1564 Upvotes + Front Page
+ 500k Views!
@larrykim #C3NY
![Page 95: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/95.jpg)
Larry’s #4 Paid Content Promotion Hack:
Photovoltaic Solar Panels
(Radically!) Change Your Offer
@larrykim #C3NY
![Page 96: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/96.jpg)
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45% and Above
SHA
RE
OF
ALL
AC
CO
UN
TS
SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)
What’s a Good Conversion Rate?
@larrykim #C3NY
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How to Turn Conversion Rate Donkeys into Unicorns?
@larrykim #C3NY
![Page 98: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/98.jpg)
The Great A/B Testing Fairy TaleIf We Change The..• Font Type• Spacing• Button Color• Image• Text• Etc.
“We’ll Get a 5% Increase in Conversions”
CRO Guru
@larrykim #C3NY
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Ecommerce Example:Higher CTRs = Higher Conversion
Rates
@larrykim #C3NY
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Picnic Pants* Drones
Vs.
CTR
• Picnic Pants
Drones •
Conversion Rate
@larrykim #C3NY
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Worst thing you can do: Lipstick on a Donkey
invisible noodles?
@larrykim #C3NY
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Your Current Offer
A Completely Different, Better Offer
Big vs. Little ChangesUnicorn Hill
Donkey Hill
@larrykim #C3NY
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Change Your Offer To DramaticallyIncrease Conversion Rates
@larrykim #C3NY
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@larrykim #C3NY
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Hacking RankBrain & New Machine Language Enabled Algorithms for
Awesome SEO
Larry’s #3 Paid Content Promotion Hack:
@larrykim #C3NY
![Page 106: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/106.jpg)
Current & Future Google SEO Ranking Signals
Current Google1.Links2.Keywords3.…?
Future Google1.User Engagement Metrics (Click Through Rate & Bounce Rates)
2.Links3.Keywords
@larrykim #C3NY
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What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in
Flux)O
rgan
ic S
earc
h Cl
ick
Thro
ugh
Rate
High CTR Listings Floating To Top Positions
Low CTR Listings Sinking To Bottom of Page
@larrykim #C3NY
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+/- 3% Increase inPost Engagement+/- 1 Spot in Organic Position
@larrykim #C3NY
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Bounce Rate vs. Organic Position
Pass: Bounce Rate Low Enough Fail: Bounce
Rate Too High
@larrykim #C3NY
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• More Clicks & Conversions
• Better SEO Rankings
• Even More Clicks &
Conversions!
So… Get Really High Organic CTRs & Conversion Rates!
@larrykim #C3NY
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• Fewer Clicks
• Worse SEO Rankings
• Even Fewer Clicks!
What if You Have Below Average CTR and Conversion Rates? (Terrible!)
@larrykim #C3NY
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Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion
Rates!
@larrykim #C3NY
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We’re nowOrbiting Mars!
@larrykim #C3NY
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Congratulations So Far…
@larrykim #C3NY
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Larry’s #2 Paid Content Promotion Hack: Mars Ascent Vehicle (MAV)
Video Ads!
@larrykim #C3NY
![Page 116: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/116.jpg)
Use Google Analytics User Explorer to
Gain Insights To Determine Target Market
@larrykim #C3NY
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Even Twitter Has Audience Insights!
@larrykim #C3NY
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$0.01 Cent Per Video View!
@larrykim #C3NY
![Page 120: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/120.jpg)
Video Ad Campaigns Increase Relevancy Score by 2 Points!
@larrykim #C3NY
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Use Social Ads + PPC Search Ads on
Google Using Remarketing Lists for Search Ads!
(RLSA!)
Larry’s #1 Paid Content Promotion Hack:
Mars Gravitational Slingshot Home
@larrykim #C3NY
![Page 122: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/122.jpg)
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 adswhen they search on Google!
@larrykim #C3NY
![Page 123: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/123.jpg)
The Power of SEARCH Remarketing
Click Through Rates
3X1/32X
Cost Per Click
So What’s The Catch??
Conversion Rates!
@larrykim #C3NY
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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 targetsthese usersRLSA Doesn’t Target
These Users (By Definition)
@larrykim #C3NY
![Page 125: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/125.jpg)
Only Spend on RLSA Campaigns. Forget Non-RLSA Search Campaigns
Larry’s #1 RLSA Strategy:If Limited By Budget (Low Impression Share) Set Search Ad Budget = 100% RLSA.
@larrykim #C3NY
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1. Dump Non-RLSA Search Ads
2. Divert Budget to Cheaper Social/Display Ads To Drive RLSA
Audience Growth
Larry’s #2 RLSA Strategy: Divert Non RLSA Search Budgets to Cheaper Audience Growth
Campaigns
RLSA10%
Non-RLSA90%
Old PPC Budget Allocation:RLSA vs. Non-RLSA
RLSA40%
Social/Display60%
New PPC Budget Allocation: RLSA-Only + Display/Social
Audience Growth Campaigns
@larrykim #C3NY
![Page 127: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/127.jpg)
WHAT DOES IT ALL MEAN?
@larrykim #C3NY
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How Advertising REALLY WorksSTEP 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.
@larrykim #C3NY
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Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
@larrykim #C3NY
![Page 130: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/130.jpg)
Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
@larrykim #C3NY
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Summary: Larry’s Top 10 Social Ad Hacks
Unicorn Rockets: Only Launch Unicorns into Space w/ Social Ads.
10
Unicorn Rocket Fuel: Audience Targeting to Increase Engagement
9
Solid State Boosters: Remarketing on Google Display Network & FB
8
Secondary Booster Rockets: Beat Up on Competitors
7
Earth Gravity Assist: Custom Audiences.
6
@larrykim #C3NY
![Page 132: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/132.jpg)
Summary: Larry’s Top 10 Paid Content Promotion Hacks
Lunar Gravity Assist: Hacking Reddit.
5
Mars Ascent Vehicle: Video Ads
3
Solar Sails: Radically Change Your Offer
4
Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads
1
Mars Intercept: Hacking RankBrain for Awesome SEO
2
@larrykim #C3NY
![Page 133: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/133.jpg)
Find Your Unicorns!
@larrykim #C3NY
![Page 134: Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time](https://reader036.fdocuments.in/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e5/html5/thumbnails/134.jpg)
Be a Unicorn in a Sea of Donkeys!
@larrykim #C3NY
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Thank you, Seth Besmertnik & Conductor Team!
@larrykim #C3NY