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.
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
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
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 a real-time platform about what’s happening now. Fresh Tweets get priority.
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 #searchlove @larrykim Brought to you by:
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!
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
& 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 0.5-2% unsubscribes each blast People Need to opt into your list Tons of unqualified emails on the list People-Based Marketing Fixed Fixed Fixed Fixed
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”
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 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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