Post on 08-Jan-2017
transcript
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!
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BRING HIM HOME
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Mark Has Just 40 Minutes of Life Support!
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Distance to Mars: 225 MILLION KM
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Many Prior Efforts Haven’t Succeeded
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#1. 100% Ads In Google Search Result Page
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#2. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED
MARKETS!
Source: Approx. 2500 WordStream Customers(Not official Google Data.)
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#3. Organic Social Media Reach Stinks!Buffer Social’s Kevan Lee:We’ve Lost Half our Organic Social Media Traffic in the Last Year.
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#4: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares<0.1% Gets +1000 Shares
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#5: Typical Conversion Rate
Via Internet Marketing <1%
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Content Marketing in 2016Kind of Feels Like …
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3 Random facts about your flight
director
Over 100 Successful flights to Mars
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1.Originally From Winnipeg
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Actual Photos of Boston Last Year
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Live in Harvard Square Cambridge, MA
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WordStream’s Headquarters
2008
2016
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2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARSStudied Electrical Engineering For 5 Years
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Have a 2-year old Kid (#ppckid)
How does Content Marketing
REALLY work
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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
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How to make Promotion and Sales Work More Reliably?
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New Unicorn Rocket Technology!
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Why Pay for Social Ads?
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SALE!ONL
Y$50
ACT NOW
$50
LOW LOWLOW$50
BEST PRIC
E$50
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Big Ad Budgets Not Required!
Use social ads as a CATALYST to Get the ball Rolling
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Or as an ACCELERANT to Make Bigger Explosions
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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)
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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)
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The Top 10 Paid Social Media Advertising Hacks of All Time!
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We’re Focusing on Facebook & Twitter Today
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Larry’s #10 Social Ads Hack:
Quality Score in Facebook and Twitter Ads!
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How Does Google Search Decide Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid Amount
x
=
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HIGHER POSTENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
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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.
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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%
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1% Increase inPost Engagement5% Reduction in Cost Per Engagement!
“Quality Adjusted Bid” in Twitter
=
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Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONSAS THE CAMPAIGN AGES!
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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
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Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
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Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250
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Just Say NO to Sending Donkeys into Space
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How to ALWAYS Get High Quality Score Unicorns?
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7 Day Forecast: Sunny in Unicorn Land
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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!
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Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-
3%)#cmc16 @cmca2z @larrykim
How to Find High Engagement Posts? (Unicorns!)
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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.
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Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel
Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods)
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zOMG 10X Higher Engagement By Targeting #NeverHillary
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Adding Audience Targeting Turns OK Ads Into Unicorns
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Larry’s #8 Hack:Solid State Booster Rockets
Get Free Clicks!#cmc16 @cmca2z @larrykim
Buy 1 Retweet, Get 3 Free!
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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
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Precise Ad Targeting Boosts Engagement Rate
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“Partner Audiences” in Twitter
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Demographic Ad Targeting in Facebook
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Demographic Ad Targeting in Twitter
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Entering Earth’s UpperAtmosphere!
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Larry’s #6 Social Ads Hack: Ion Boosters
Custom Audience
s
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New “Tailored Audiences” or “Custom Audiences”
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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
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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!#cmc16 @cmca2z @larrykim
This is aTrue Story
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Shared the Article on My Social Media
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Promoted Post to My List of Influencers
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Story Picked Up in Marketing Land in 2 Hours
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SEO Link Building Dance
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+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
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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
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Another True Story
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Shared the Article on My Social Media
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Promoted Post to My List of Influencers
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Business Insider Asks To Publish Story
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SEO LinkBuilding Dance
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Shared the Article on My Social Media
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Go All-In With Unicorns!
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Promoted Post to My List of Influencers
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Fox News Producer Emails One Hour Later
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Facebook Baby Hoodie ($25 value!) #ppckid
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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
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Many Ecommerce
Applicationsfor Custom audiences!
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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
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#SMX #14B3 @larrykim
Grow Your Audience SizeUsing Similar Audiences!
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Content Nowin Orbit!
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Very Few Make it This Far <1%
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Quick Re-SupplyMission at ISS
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Larry’s #5 Hack:
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Slingshot Around Large Gravitational Force To Save
Propellant
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Large Gravitational Forces on Internet:
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Over a Million
Views & 6654 Likes!
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Arianna Huffington Shared the Story And Asked Me to Be a Columnist.
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New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!
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1564 Upvotes + Front Page
+ 500k Views!
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Larry’s #4 Hack: Lunar Gravitational Slingshot
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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
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+/- 3% Increase inPost Engagement+/- 1 Spot in Organic Position
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Bounce Rate vs. Organic Position
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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!
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• Fewer Clicks
• Worse SEO Rankings
• Even Fewer Clicks!
What if You Have Below Average CTR and Conversion Rates? (Terrible!)
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Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion
Rates!
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We’re nowOrbiting Mars!
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Congratulations So Far…
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Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV)
Social Media
Remarketing
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Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
Engagement Rates!
ConversionRates!
3X
2X
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1/3Cost Per Click
#2 Social Ads Hack: Mars Intercept!
Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
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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 = $$$
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Use Social Ads + PPC Search Ads on
Google Using Remarketing Lists for Search Ads!
(RLSA!)
Larry’s #1 Social Hack: Mars Gravitational Slingshot Home
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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!
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The Power of SEARCH Remarketing
Click Through Rates
2X1/32X
Cost Per Click
So What’s The Catch??
Conversion Rates!
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The Problem with RLSA
Solution: Use Social Ads to make the smaller circle 10-100x bigger for cheap!
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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
Stuff
Do Un-Branded Search but Biased Towards
Clicking & Buying From You.
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WHAT DOES IT ALL MEAN?
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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: Demographic & Behavioral Targeting
7
Ion Boosters: Custom Audiences6
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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
Find Your Unicorns!
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Be a Unicorn in a Sea of Donkeys!
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Thank you, Byron White & Content Marketing Conference!
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