Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.
15. #3: Most of Your Content Goes Nowhere
WordStream Published 1600 Articles in 6 Years.
5% of Content = 56% of Page views
Half of Content got less than 500 Page views each.
21. 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
22. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
23. Paid Social Ads: (a) 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
24. 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
25. The Top 10 Paid Social Media
Advertising Hacks of All Time!
30. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
31. “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 often?
RELEVANCE: Is your Tweet
related to things a user is
interested in?
RECENCY: Is your Tweet fresh?
Twitter is about what is
happening now. Fresher Tweets
get priority.
33. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
34. Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
35. High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Engagement
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores
42. Larry’s Organic & Paid Social Network
Sharing/Posting Pyramid Scheme
1. Post Lots of stuff (organically)
to Twitter
2. Boost Top stuff from Twitter,
and share Organically to
LinkedIn & Facebook
3. Pay to Promote the Unicorns
on Facebook!
44. Paid Social = Be Picky!
In Paid Social, Cast a Narrow Net,
Maximize Engagement Rates.
45. Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
46. Keyword Targeting: Google Search vs. Twitter
infant clothes Julian’s first birthday
lawyer auto accident Some dumbass hit my car
pink dress I have nothing to wear for the concert!
online dating Emma just broke up with me
mobile landing page tools #mobilegeddon
62. Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content
63. Behold The 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 = $$$
65. 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)
67. 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
68. Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!
74. 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
75.
76. Larry’s #3 Social Ads Hack:
Leverage
Insanely
Powerful New
Ad Formats
79. 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”
92. 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 Insanely Powerful
New Ad Formats
Leverage Snowball
Effect of Social Media Ads
Free Clicks!
6
7
8
9
10
93. 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
94. 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
96. Brought to you by:
Enter To Win a PPC Marketing Session with ME!
Drawing:
• 1-Hour Virtual Session with me and
Erin Sagin
• Great for Sales Training on PPC
• Great for Customer “Lunch &
Learns”
• 4 Winners will be selected
• Follow the Hashtag
#PPCPOWERHOUSE we will be
tweeting out winners throughout
the show!
97. Thank You, INBOUND!
ENCORE: The Top Ten Social Media Advertising Hacks of All Time
Wednesday 9/9/2015
12:45 PM – 1:30 PM
BCEC, Room 104 ABC