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
Ads Provide 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 START / GO 3 1 2
offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END / REPEAT 4 6 5 (b) Social Ads Turn Visitors into Leads & Customers #searchlove @larrykim Brought to you by: www.wordstream.com/learn
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.
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 #searchlove @larrykim Brought to you by:
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!
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 = $$$
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)
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
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 Visitors Total Cost: $50 Total Time 10 minutes
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: $50 Total Time 10 minutes @larrykim #pubcon #searchlove @larrykim Brought to you by: www.wordstream.com/learn
Targeting For YouTube Ads to Buy Engagement Required for SEO Ranking REMARKETING LIST Website visitors Mobile app users Customer emails Remove Add to ad groups List of email addresses you’ve collected.
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 Lists to Generate Positive Engagement Leverage Flywheel Effect of Social Media Ads Free Clicks! 6 7 8 9 10
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 START / GO 3 1 2
offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END / REPEAT 4 6 5 Social Ads Turn Visitors into Leads & Customers #searchlove @larrykim Brought to you by: www.wordstream.com/learn
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