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10 Crazy Paid Facebook & Twitter Advertising Hacks for Insanely Powerful SEO & Link Building

Brought to you by:

www.wordstream.com/learn#searchlove @larrykim

A Few Random Facts About

Me

Today is My First Time Visiting London!

#searchlove @larrykimBrought to you by:

www.wordstream.com/learn

PreviouslyVisitedNever Visited

Actual Photos From My Commute From Boston to Searchlove

Yesterday …



Originally from Winnipeg, Canada

Lots in Common Between UK &

Canada



We Both Have Very Colourful Money!



We Have The Monarchy in Common!



The Queen = Most Popular Person in The

World!!Vs.



The Queen = Owns All My Stuff



Not Much Stuff Named After Canada Here…



Doesn’t Resemble Any Canadian Water I’ve Ever

Seen…`



Today, I Live in New England!

(USA)



Actual Photos of Boston From February This Year



I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston

2008

2015



The Boston Tea Party





How Autocomplete Describes the 50 States…



You’re Attending a Session on

PAID Social Media Ads…

BIG AD BUDGETS

NOT REQUIRED!



You Can Do Paid Social Ads with

£50!



Doh! 125 Slides* in 45 minutes!



Why Paid Social

Ads?



#1: Ridiculous Amount of Time on Social Media

28%28% of online

time is spent social networking.



#2: Facebook Organic Reach Stinks



#3: Most of Your Content Goes Nowhere

5% of WordStream Content = 56% of Page views

More Than Half of Content got less than 500 Page views



#4: Low Brand

Recall for SEO



Brought to you by:

#5: Search Ads Are Great, But ExpensiveTOP COST PER CLICK ON BING ADS





#6: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Engage with Content

Captured Lead

So, Many Content/Social/PPC Marketing Efforts Actually More

Like …



How does Content

Marketingreally work

?



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

How to make:STEP 2 (Promotion)& Step 3 (Sales)

Happen with greater magnitude & frequency?





(a) Paid Social Ads Provide 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

cookie

STAR

T / G

O

3

1

2

ADVERTISETarget your

audience with display & social ads promoting

offers

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

END / REPEAT

4

6

5

(b) Social Ads Turn Visitors into Leads & Customers





The Top 10 Paid Social Media Advertising Hacks of All

Time!



We’re Focusing on Facebook & Twitter Today



Apologies to Google+ Fans…

SOCIAL NETWORKINGOn Google+



Quality Score in

Facebook and Twitter

Ads!

Larry’s #10 Social Ads Hack:

Why SEOs Are So Awesome at Paid Social Media

Advertising



How Does Google Search Decide Which Ad is Shown

Where? Ad Rank

Quality Score

Max CPC Bid Amount

x

=



HIGHER POST ENGAGEMENT

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

68%

7%

21%

37%

$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• More Qualified People!

Low QS (Terrible!)• Low Ad Impression Share• High Cost Per Engagement• More Unqualified Randos…

Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores




Tweet More Often and Only Promote Your Best Stuff

(Unicorns!)



Just Say NO to Promoting Junk UpdatesI DON’T PROMOTE EVERY TWEET

BUT WHEN I DO, THEY HAVE +15% ENGAGEMENT RATES AND

1 PENNY CPE’S



How to Find High Engagement Posts? (Unicorns!)



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

RETWEETS1,488

FAVORITES1,284

6:15AM – 7 Mar 2015



Paid Social Ads ROI Analysis:

How to ALWAYS Get High Quality Scores??





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!

Paid Social Hunger Games#searchlove @larrykim

Brought to you by:


Paid Social MONEYBALL!



Paid Social Media Ads.

Organic Social & SEO

vs.

What’s The Biggest Difference??



Paid Social = Be Picky!

Cast a Narrow Net, Maximize Engagement

Rates.




Turn Low Engagement Updates Into High

Engagement Posts w/ Keyword Targeting (and

other Targeting Methods)



zOMG 10X Higher Engagement By Targeting #alphabet



Generates Valuable PR Exposure & Links



Precise Ad Targeting Boosts Engagement Rate




Increase Commercial Intent (Chance of

People Buying Your Stuff) Using “In-

Market Segments”



WebsiteHITS

How Idiots Track Success



Precise Ad Targeting Boosts Engagement Rate



“Partner Audiences” in Twitter



Larry’s #7 Social Ads Hack:Further Increase Commercial Intent Using Demographic Targeting



Demographic Ad Targeting in Facebook



Demographic Ad Targeting in Twitter




Social Media

Remarketing

I’LL BE

BACK



Custom Website Audiences in Facebook



Tailored Website Audience in Twitter



Power of Social Remarketing

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

EngagementRates!ConversionRates!

3X2X




Super Remarketing! Combining

Remarketing + Demographic +

Behavioral Targeting + High Engagement

Content



Behold The Awesome Power of Super Remarketing

Behavioral & Interest Targeting = They’re interested in your stuffRemarketing = They Recently Checked Out Your Stuff

Demographic Targeting = They Can Afford to Buy Your Stuff

Target a Narrow Audience That

Meets all 3 Criteria = $$$




Custom Audiences



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)



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 MarketingFixed

FixedFixedFixed



Identity Marketing Using Custom Audiences in Social Ads

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

use cases!



This is a True Story



Shared the Article on My Social Media



Promoted Post to My List of Influencers



Story Picked Up in Marketing Land in 2 Hours



+500 Press Pickups in 48 Hours

SATURDAY MONDAYFRIDAY



Custom Audience Social Ads ROI Analysis:

I DON’T PROMOTE

EVERY TWEET

BUT WHEN I DO, I TARGET RIDICULOUSLY INFLUENTIAL TWITTER

USERS

• 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



Promote Your Unicorns, Larry!



Fox News Producer Emails One Hour Later





Facebook Baby Hoodie ($25 value!) #ppckid

Custom Audience Social Ads ROI Analysis:

ONE DOES NOT SIMPLY BOOST

POSTS

• 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 #pubcon#searchlove @larrykim

Brought to you by:




3.5 Million Links from 43k Domains in 6 Years



Larry’s #3 Crazy YouTube SEO HackUse Ads To Rank Organically on YouTube Videos!



How Do Videos Rank Organically?



Based on Video Engagement!

Subscribers

Comments

ViewsLikes



Hack: Use Email Targeting For YouTube Ads to Buy Engagement Required for

SEO Ranking

REMARKETING LIST

Website visitorsMobile app usersCustomer emails

Remove Add to ad groups

List of email addresses you’vecollected.



0.00%20.00%40.00%60.00% 50.40% 48.99%

10.20%

Email Match Rate of Major Ad Platforms



Clone Your Customer List Using Similar Audiences!



Works for LinkedIn Pulse, Medium, etc.



More Profile Views Than President Obama



Works for Contributed Posts on Big Sites

The Snowball Effect of Social Media Advertising





Engagement Snowballs As You Go



Because Paid Social Ads Generate Fans!




Get Free

Clicks!



Buy 1 Retweet/Like, Get 3 Clicks Free!



$0.00 Cost Per Engagement?! RETWEETS10,603

FAVORITES6,117

2:10 PM – 1 Jul 2015



Summary: Larry’s Top 10 Social Ad HacksQuality Score in Social Ads!Post More, Promote Best StuffKeyword Targeting & Hashtags!In-Market Segments = Commercial IntentLayer Demographic Targeting

12345

Do Social MediaRemarketingCustom Audiences =Incredibly Precise TargetingUse Lists to Generate Positive EngagementLeverage FlywheelEffect of Social Media Ads

Free Clicks!

678910



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

cookie

STAR

T / G

O

3

1

2

ADVERTISETarget your

audience with display & social ads promoting

offers

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

END / REPEAT

4

6

5

Social Ads Turn Visitors into

Leads & Customers





Thank You, Searchlove!