Larry Kim — The Top 10 Twitter & Facebook Ad Hacks of All Time #inbound15
I covered Seth Godin’s speech at Inbound in yesterday’s post. Today I attended an incredible session with Larry Kim, founder of WordStream. These are my notes from his talk.
Facebook organic reach sucks. Less than 0.5% and still dropping.
Stop monkeying around with your title tags and start building your brand.
The Magic of Paid Social Marketing
Paid social media ads will save the day.
#10 — Quality Score on Facebook and Twitter ads
Facebook — Relevance Score
Twitter — Quality Adjusted Bid
The higher your post engagement rate = a higher relevancy score. Which let’s your ad get displayed more often for less cost per engagement.
Every increase or decrease of 1% in engagement will increase or decrease the cost per engagement by 5%.
Tweet more often and only promote your best posts. Only promote the top 1, 2 or 3%.
Minimum threshold of engagement 15% for Larry Kim — anything below he will not promote.
Paid social = be picky!
Pyramid scheme for organic and paid social network sharing
- Post lots of stuff organically to Twitter.
- Boost top posts on Twiter > 15%
- Syndicate those top posts to other networks
#9 Turn low engagement posts into high engagement
Target users who tweet a specific hashtag or trending topic
My idea, take trending topics and create content around those ideas. Then promote that content to people using the same hashtag.
Every post can become a ‘unicorn’ if you find the right targeting.
You will increase the engagement rate if you use the right targeting.
#8 Use in-market segmentation
Business marketing as a purchase behavior is a segment that WordStream targets.
#7 Demographic ad targeting
Life events. Newly engaged people is an example.
#6 Social Media Remarketing
On average it will 3x engagement rates and 2x conversion rates. So push HARD OFFERS (Sign-ups, consultations, downloads, etc) Posts that had low engagement rates will now have decent engagement rates.
Holy grail! Combine remarketing with product ads on Facebook, Twitter.
#5 Super Remarketing!
Combining remarketing + demographic & behavioral targeting + high engagement content.
Go after people who are interested in your stuff (retargeting) then segment further to target those people who actually have money and buy stuff.
#4 Custom audiences
- Interests and market segments
- Keyword targeting
- Website targeting
People based marketing is like email marketing but better.
Identity based social ads is better than email marketing and opens up a ton of new tactics.
Influencers that Larry Kim targeted in his Twitter list equaled massive PR for his tweet over the weekend.
#3 New ad formats in social
The stupid marketing funnel is a ridiculously dated concept.
Don’t send people to a page on your website. Use a call now, buy now, or download now, subscribe. Don’t make people go to your website if they don’t have to.
Don’t do pay-per-click marketing, do pay-per-lead!
Bypass the leakiest stages of your funnel by leveraging powerful new ad formats.
#2 Snowball effect
Engagement snowballs as you go.
You can’t just try ads for 1-day, you have to stick with it.
#1 Get free clicks from paid ads
By using ads you’ll get tons of free organic reach. RT’s and shares from influencers.