Hacking Facebook, Twitter & YouTube:
8 Killer Hacks to MAKE MONEY with Paid Social Ads
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www.wordstream.com/learn#socialhacks
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Want to get smart in paid search?
#socialhacks
Today’s Presenters
Founder of WordStream
Leader of the Quality Score Rebellion
Had a Kid 8 Months Ago (#ppckid)
Founder of aimClear
Author of "Killer Facebook Ads"
2013 US Search Personality Of The Year
#socialhacks
Today’s Agenda
1. Social Media Myths Debunked (Marty)
2. Show me (FB) Money! (Marty)
3. Hacking Twitter Ads! (Larry)
4. Hacking YouTube Ads! (Larry)
#socialhacks
Marty Weintraub | @martyweintraub @aimClear
BOOTSTRAPPING SOCIAL MEDIA SALES, B2B, B2C REALITY & REVENUE
© 2014 aimClear® All Rights Reserved
Marty Weintraub | @martyweintraub
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• Social Media Myths Debunked• #WTF, What Is Social For Anyway?
#socialhacks
CLASSIC SOCIAL MYTHS
#socialhacks
“IF YOU BUILD IT, THEY WILL COME”
#socialhacks
“SOCIAL IS WORTHLESS FOR B2B”
#socialhacks
“NOT VIRAL,
NOT COOL”
#socialhacks
“COMMUNITIES ARE ALWAYS VALUABLE”
#socialhacks
“TWITTER ONLY WORKS FOR
CELEBRITIES & BIG BRANDS”
#socialhacks
…WITH THE MOST FOLLOWERS WINS!
#socialhacks
“BLOGGING IS A WASTE OF TIME”
#socialhacks
“CAN’T MEASURE SOCIAL””
#socialhacks
“MY CUSTOMERS ARE NOT ON SOCIAL”
#socialhacks
“IT TAKES A TON OF CONTENT”
#socialhacks
“I DON’T HAVE TIME TO MANAGE SOCIAL”
#socialhacks
“NEGATIVE COMMENTS
WILL EAT MY BUSINESS”
#socialhacks
“JOIN AS MANY NETWORKS AS POSSIBLE!”
#socialhacks
“SOCIAL IS ONLY
ABOUT FLUFFY SHIT”
#socialhacks
“SOCIAL IS NOT POSSIBLE IN MY
REGULATED ENVIRONMENT”
#socialhacks
“SOCIAL MEDIA IS 9-5, MON – FRI”
#socialhacks
“I HAVE TO RESPOND TO
EVERYTHING IMMEDIATELY”
#socialhacks
“SCHEDULING POSTS, BAD IDEA”
#socialhacks
“USE INTERNS TO MANAGE SOCIAL”
#socialhacks
“SOCIAL & DISPLAY ADVERTISING: VALUELESS”
#socialhacks
“POST THE SAME CONTENT OFTEN FOR MORE RESULTS”`
#socialhacks
“PAID SOCIAL WALL AMPLIFICATION
IS A WASTE OF MONEY”
#socialhacks
WHAT IS SOCIAL FOR?
#socialhacks
INTENTIONAL COMMUNITY BUILDING?
#socialhacks
PISSED OFF CONSUMER,
BAD REVIEW AVOIDANCE PATROL?
#socialhacks
SALES? YE$
#socialhacks
CUSTOMER SUPPORT?
#socialhacks
CROWD SOURCING
PRODUCTS & CONTENT?
#socialhacks
EVENTS & PROMOTIONS?
#socialhacks
DISPLAY ADVERTISING?
#socialhacks
IN-SOCIAL ECOMMERCE & OTHER DIRECT ROI?
#socialhacks
• Thought Leaders
• High Authority Users
• Vertical Media Roles
INFLUENCER MARKETING?
#socialhacks
WHAT IS AN “INFLUENCER?”
#socialhacks
VERTICAL WORKPLACE BLOGGERS!
#socialhacks
GLOBAL BLOGGERS!
#socialhacks
SOCIALLY AMPLIFIED PR DISTRIBUTION?
• Customer Relations
• Media Relations
• Internal Relations
• Investor Relations
• Crises Management
• Community Relations
#socialhacks
MEDIA ROLES TARGETING
#socialhacks
ANCHORS, HOSTS, CORRESPONDENTS
#socialhacks
PRODUCERS
#socialhacks
THEMED JOURNALISTS
#socialhacks
VERTICAL INTERESTS JOURNALISTS
#socialhacks
SEO, HIGHER GOOGLE RANKINGS?
• Profiles Rank In Google
• Social Signals Count For SEO
• Google+, s An Entirely Different Animal
#socialhacks
REPUTATION MANAGEMENT,
IMAGE CONTROL?
#socialhacks
EMPOWER SALES TEAM NETWORKING?
#socialhacks
THOUGHT LEADERSHIP MARKETING?
#socialhacks
Quantifiable Branding Actions?
#socialhacks
OF COURSE
CONTENT
DISTRIBUTION?
#socialhacks
BARRIERS TO ENTRY
#socialhacks
LIMITED RESOURCES
#socialhacks
MESSY TAO OF PERSONAL VS.
CORPORATE PROFILES
#socialhacks
NO APPARENT PATHWAY TO REVENUE
#socialhacks
MISUNDERSTANDING OF SOCIAL
IN THE MARKETING MIX
#socialhacks
NOT SURE WHAT TO DO FIRST!
#socialhacks
Hacking Twitter and YouTube:8 Ways to Make Money from Paid Social Ads
#socialhacks
Twitter Ads!
#socialhacks
4 Twitter Campaign Types:
#socialhacks
Promoted Tweets
#socialhacks
Follower Campaigns
#socialhacks
App Install Ads
#socialhacks
New This Month: Video View Ads!
#socialhacks#socialhacks
Basic Twitter Ad Targeting Options
#socialhacks
Twitter Hack #1: Tweet More Often
How To Tell if You’re Tweeting Too Much?
#socialhacks
Twitter Hack #2: Leverage The Power of Quality Score
#socialhacks
High Engagement = Dramatically Lower CPE’s
#socialhacks
How To Find High Engagement Tweets??!
#socialhacks
Twitter Hack #3: Leverage Advanced Targeting Options
#socialhacks
True Story: Blog Posted Friday at 5PM EST
#socialhacks
Shared and Promoted Content on Twitter
#socialhacks
Article Appeared on Marketing Land Within 2 Hours
#socialhacks
Article Appeared on Marketing Land Within 2 Hours
#ppc2015 @larrykim @martyweintraub
Exponential Growth
#socialhacks
The Awesome Power of Custom Audiences
• Remarketing Lists: • People who recently visited your site are
more likely to engage with your content
• Custom Lists: • Influential people worth more than non-
influential people
• Customers & prospects worth more than randos…
#socialhacks#socialhacks
Twitter Hack #4: Leverage “Cards” for Lead Generation
The “Flywheel Effect”: How Paid Promotion Increases Organic Engagement
#socialhacks
Twitter Ads: Key Takeaways
• First Test Tweeting More
• Higher Engagement Rate = Lower CPE
• (Lower Engagement Rate = Higher CPE)
• Promote Posts with High Organic Engagement
• Tailored Audiences & Remarketing = Higher Engagement
• Leverage “Cards” For Lead Generation
• Paid Promotion Creates Organic Visibility
#socialhacks
YouTube Ads!
#socialhacks
TrueView Ads on YouTube
#socialhacks
YouTube Ads Hack #1: Know Your Video Ad Targeting Options!
• Demographics: Age, gender, and parental status.
• Topics: YouTube video or Google Display Network content targeted by category or sub-category.
• Interests: Pick from a few thousand available categories to reach people interested in specific topics
• Affinity audiences: Reach people who already have a strong interest in your brand, product, or service.
• In-market audiences: Reach people who are in the process of buying something.
• Placements: Add unique websites or placements within
those websites.
• Channels (YouTube Partner Channels)
• Videos (YouTube Videos)
• Sites on the Google Display Network
• Remarketing lists: Reach viewers based on their past
interactions with your videos or YouTube channel or Website.
• Keywords: YouTube viewers’ search queries.
#socialhacks
YouTube Ads Hack #2: Test Going Longform
#socialhacks
YouTube Hack #3:Paid YouTube Video Promotion =
Increased Organic Visibility!
#socialhacks
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#socialhacks