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!

#cmc16 @cmca2z @larrykim

BRING HIM HOME

Mark Has Just 40 Minutes of Life Support!

Distance to Mars: 225 MILLION KM

Many Prior Efforts Haven’t Succeeded

#1. 100% Ads In Google Search Result Page

#2. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED

MARKETS!

Source: Approx. 2500 WordStream Customers(Not official Google Data.)

#3. Organic Social Media Reach Stinks!Buffer Social’s Kevan Lee:We’ve Lost Half our Organic Social Media Traffic in the Last Year.

#4: 99.9% of Your Content Goes Nowhere

50% OF Content Gets ZERO Social Shares<0.1% Gets +1000 Shares

#5: Typical Conversion Rate

Via Internet Marketing <1%

Content Marketing in 2016Kind of Feels Like …

3 Random facts about your flight

director

Over 100 Successful flights to Mars

1.Originally From Winnipeg

Actual Photos of Boston Last Year

Live in Harvard Square Cambridge, MA

WordStream’s Headquarters

2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARSStudied Electrical Engineering For 5 Years

Have a 2-year old Kid (#ppckid)

How does Content Marketing

REALLY work

?#cmc16 @cmca2z @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

How to make Promotion and Sales Work More Reliably?

New Unicorn Rocket Technology!

Why Pay for Social Ads?

SALE!ONL

ACT NOW

LOW LOWLOW$50

BEST PRIC

Big Ad Budgets Not Required!

Use social ads as a CATALYST to Get the ball Rolling

Or as an ACCELERANT to Make Bigger Explosions

(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)

(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)

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

We’re Focusing on Facebook & Twitter Today

Larry’s #10 Social Ads Hack:

Quality Score in Facebook and Twitter Ads!

How Does Google Search Decide Which Ad is Shown Where?

Ad Rank

Quality Score

Max CPC Bid Amount

HIGHER POSTENGAGEMENT

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 RateCost per engagement

$.005 $.02 $.03 $.08

$3.001%

1% Increase inPost Engagement5% Reduction in Cost Per Engagement!

“Quality Adjusted Bid” in Twitter

Quality Score & Ad Impression Share

A TYPICAL TWITTER CAMPAIGN

FEWER AND FEWER AD IMPRESSIONSAS THE CAMPAIGN AGES!

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

Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)

RETWEETS1,488

FAVORITES1,284

6:15AM – 7 Mar 2015

Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250

Just Say NO to Sending Donkeys into Space

How to ALWAYS Get High Quality Score Unicorns?

7 Day Forecast: Sunny in Unicorn Land

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!

Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-

3%)#cmc16 @cmca2z @larrykim

How to Find High Engagement Posts? (Unicorns!)

Paid Social Media Ads.

Organic Social & Content

Marketing

What’s The Biggest

Difference??#cmc16 @cmca2z @larrykim

Key to Paid Social Media Ads: Be Picky!

Cast a Narrow Net, Maximize

Engagement Rates Within.

Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel

Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods)

zOMG 10X Higher Engagement By Targeting #NeverHillary

Adding Audience Targeting Turns OK Ads Into Unicorns

Larry’s #8 Hack:Solid State Booster Rockets

Get Free Clicks!#cmc16 @cmca2z @larrykim

Buy 1 Retweet, Get 3 Free!

Larry’s #7 Hack:Secondary StageBooster Rockets

Increase Commercial Intent With Demographic and Behavioral

Targeting#cmc16 @cmca2z @larrykim

WebsiteH.I.T.S.How Idiots Track Success

Precise Ad Targeting Boosts Engagement Rate

“Partner Audiences” in Twitter

Demographic Ad Targeting in Facebook

Demographic Ad Targeting in Twitter

Entering Earth’s UpperAtmosphere!

Larry’s #6 Social Ads Hack: Ion Boosters

Custom Audience

New “Tailored Audiences” or “Custom Audiences”

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

FixedFixedFixed

Identity Marketing Using Custom Audiences in Social Ads

Identity based marketing opens up a TON of new and exciting advertising use

cases!#cmc16 @cmca2z @larrykim

This is aTrue 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

Unicorn Rainbow Inversion Therapy

Makes Your Content Get Seen

Custom Audience Social Ads ROI Analysis:• 500 High Value Press Pickups + Links

• Massive Brand Exposure• +100k Site VisitorsTotal Cost: $50Total Time 10 minutes

Another True Story

Business Insider Asks To Publish Story

SEO LinkBuilding Dance

Go All-In With Unicorns!

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: $50Total Time 10 minutes

Many Ecommerce

Applicationsfor Custom audiences!

New Purchasers

Non-Purchase Users

Active Purchasers

Customers with

Expired Warranty

Abandoned Shopping Cart Users

Frequent Purchasers

High Price Item

Purchasers

Recent Purchasers

Ecommerce Audience Email Segmentations

#SMX #14B3 @larrykim

Grow Your Audience SizeUsing Similar Audiences!

Content Nowin Orbit!

Very Few Make it This Far <1%

Quick Re-SupplyMission at ISS

Larry’s #5 Hack:

Slingshot Around Large Gravitational Force To Save

Propellant

Large Gravitational Forces on Internet:

Over a Million

Views & 6654 Likes!

Arianna Huffington Shared the Story And Asked Me to Be a Columnist.

New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!

1564 Upvotes + Front Page

+ 500k Views!

Larry’s #4 Hack: Lunar Gravitational Slingshot

Hacking RankBrain and Other Machine Language Enabled

Algorithms forInsanely Awesome SEO#cmc16 @cmca2z @larrykim

Current & Future Google SEO Ranking Signals

Current Google1.Links2.Keywords3.…?

Future Google1.User Engagement Metrics (Click Through Rate & Bounce Rates)

2.Links3.Keywords

+/- 3% Increase inPost Engagement+/- 1 Spot in Organic Position

Bounce Rate vs. Organic Position

Pass: Bounce Rate Low Enough Fail: Bounce

Rate Too High

• More Clicks & Conversions

• Better SEO Rankings

• Even More Clicks &

Conversions!

So… Get Really High Organic CTRs & Conversion Rates!

• Fewer Clicks

• Worse SEO Rankings

• Even Fewer Clicks!

What if You Have Below Average CTR and Conversion Rates? (Terrible!)

Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion

Rates!

We’re nowOrbiting Mars!

Congratulations So Far…

Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV)

Social Media

Remarketing

Power of Social Remarketing

So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)

Engagement Rates!

ConversionRates!

1/3Cost Per Click

#2 Social Ads Hack: Mars Intercept!

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 with HIGH ENGAGEMENT UNICORNS = $$$

Use Social Ads + PPC Search Ads on

Google Using Remarketing Lists for Search Ads!

(RLSA!)

Larry’s #1 Social Hack: Mars Gravitational Slingshot Home

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!

The Power of SEARCH Remarketing

Click Through Rates

2X1/32X

Cost Per Click

So What’s The Catch??

Conversion Rates!

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)

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

Do Un-Branded Search but Biased Towards

Clicking & Buying From You.

WHAT DOES IT ALL MEAN?

Summary: Larry’s Top 10 Social Ad Hacks

Unicorn Rockets: Only Launch Unicorns into Space.

Unicorn Rocket Fuel: Audience Targeting to Increase Engagement

Solid State Boosters: Generate FREE Clicks from Paid Ads

Secondary Booster Rockets: Demographic & Behavioral Targeting

Ion Boosters: Custom Audiences6

Summary: Larry’s Top 10 Social Ad Hacks

Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc

Mars Ascent Vehicle: Social Remarketing

Lunar Gravitational Slingshot: Hacking RankBrain for SEO

Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads

Mars Intercept: Combine Everything with Super Remarketing

Find Your Unicorns!

Be a Unicorn in a Sea of Donkeys!

Thank you, Byron White & Content Marketing Conference!

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