Our world is full of endless distractions: videos, special offers, articles, the list goes on. So, how do you make sure your content reaches your audience and grabs their attention?
During this webinar, content marketing expert Steve Rayson will share insights gained from analyzing a million headlines, across a range of publications, to discover what phrases amplify content and drive conversions.
And if that's not enough, advertising fanatic Larry Kim will show you how to use this data to craft click-worthy ad copy to use across paid search and social to increase click-through rates and significantly decrease cost-per-click.
Register now to hear this marketing dynamic duo crack the code on engagement.
You'll learn:
-What type of copy performs best on Facebook, Twitter, and Search
-How to curate attention-grabbing, engaging content
-What components make up a powerful headline
24. High QS (Great!)
• High Ad Impression Share
• Low Cost Per Click
• Low Cost Per Conversion
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Click
• High Cost Per Conversion
Get a High Quality Score! (Duh)
Above Average CTR = High Quality Scores.
@larrykim #CTRHacks
31. HIGHER POST
ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
@larrykim #CTRHacks
32. “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.
@larrykim #CTRHacks
68. FYI: Calls Worth More Than Clicks
Contact rates significantly drop off after 5 minutes.
Why? Declining interest, alternate solutions, etc.
CONTACT RATE
100x decrease from
5 min to 30 min
QUALIFICATION RATE
21x decrease from 5
min to 30 min
CONTACTRATE
TIME
Source: MIT
@larrykim #CTRHacks
72. There’s a Secret Account-
Wide Quality Score.
@larrykim #CTRHacks
73. • Add Branded Terms With
Insanely high CTR to Raise
Average Quality Scores in
Account.
• Delete The Bottom Third of
your Worst Account and Move
to Remarketing (or
Facebook, etc.)
Crazy Hack to Increase Quality Scores
Delete Your Junk Ads / Double Down On Your Best Stuff.
@larrykim #CTRHacks
77. Unicorn Account Has Amazing Quality Score
Note: ALL keywords in this account are QS 10 or 7.
@larrykim #CTRHacks
78. What’s a Good Quality Score These Days?
Average QS is around 6/10.
@larrykim #CTRHacks
79. If Your Quality Score is:
•1 to 3: Delete
Immediately.
•4-6: Try to Fix
•7-10: Don’t Mess With
Success / Increase
Budget
The Crazy Hack to Increase Quality Scores
@larrykim #CTRHacks
80. Larry’s #2 AdWords Hack:
Go After Specific Audiences Using
Remarketing, RLSA and Custom Audiences
81. Behold The Awesome Power of
Combining Keyword Search + Audiences
Audiences: They’re Qualified
To Buy Your Stuff
Keyword Targeting: They’re
Looking For Your Stuff
Target a Narrow
Audience That Meets
BOTH CRITERIA!!
Yields Higher
Conversion Rates at
Lower Costs!!
@larrykim #CTRHacks
82. Target search
ads only to
people who
recently visited
your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get added
to your remarketing list
Show them customized ads
when they search on Google!
@larrykim #CTRHacks
83. Customer Match Lets You
Target Search, YouTube and
Gmail Ads to Specific Email
Addresses!
85. The Power of Remarketing (RLSA, Customer Match)
Instant Unicorns!!
Click Through Rates
Conversion Rates!
2X
½
2X
Cost Per Click
@larrykim #CTRHacks
86. 59% higher ROI than generically targeted
Campaign & 41% higher than RLSA!
Ridiculous ROAS for Customer Match Targeting!
@larrykim #CTRHacks
100. Is there a format or structure to viral
headlines that make them resonate?
Are there words and phrases that work
particularly well?
How well do headlines travel across
social networks?
What can we learn from most shared
headlines that we can apply to ads?
101. Many tips on headline writing
Unique Ultra-Specific Urgency Useful
Something
different, fun,
personality
Be clear
what it is
about
Are you losing
sales?
Benefits
promise
@steverayson #CTRHacks
103. 1. Structure of Viral Headlines
Common elements
Emotional
Element
Content
Element
Topic
Element
Format
Element
Promise
Element
Amusing
Surprising
Heart Warming
Beautiful
Inspiring
Warning
Shocking
Images
Facts
Charts
Quotes
Video
Interaction
Trending topic
(e.g. Zombies,
Donald Trump)
Health
Cats & Dogs
Babies
Long Life
Love
List Post
Quiz
Story
Curated
Research
eBook
How to ..
‘Complete
Guide To’
Practical Tips
Improve Your
104. Structure of Viral Headlines
Format
List post, quiz,
Infographic
Emotional Hook
Emotional word or
superlative
Content Type
Images, quotes,
pictures, facts
Topic
Love, cats, dogs,
fitness, health, Donald
10 Amazing Facts About Donald Trump
106. Webinar Headline Structure
2,500 sign ups
Emotion
Topic
10 Ridiculous Hacks To 5x Click-Through Rates
Promise
Format Content Type
107. Entertain Warning Helpful
What are the most shared
Trigrams (3 word phrases) in
headlines?
2. Words & Phrases
@steverayson #CTRHacks
108. Research
Note Research
Trigrams
Monitor
1. Extracted trigrams and bigrams
from the headlines of 1 million
random articles from top
publishers
2. Looked at trigrams that are
present in at least 150 of the
article headlines
1. Sorted them by shares across
social networks to identify the top
performing trigrams in terms of
social shares
109. Facebook
Top trigrams in
most shared
content headlines
Research Trigrams MonitorTrigram
Average FB
likes & shares
No
articles
X pictures that 19,646 162
X signs you're 12,741 206
make you laugh 11,029 169
how well do 10,111 411
X photos that 9,714 250
can we guess 9,085 202
you should never 8,669 222
X things only 7,940 307
are the best 7,106 164
X things to 6,676 626
110. Are the top trigrams
and headlines the
same across
networks?
Or do we need different
headlines & ad copy for
different networks?
How much overlap of top trigrams is
there between Facebook and Twitter?
111. Entertain Warning Helpful
Trigram
Average
FB likes &
shares No articles Trigram
Average
Twitter
shares No articles
X pictures that 19,646 162 the science of 542 175
X signs you're 12,741 206 the case for 364 248
make you laugh 11,029 169 you can now 321 208
how well do 10,111 411 Donald Trump is 313 239
X photos that 9,714 250 history of the 307 321
can we guess 9,085 202 the art of 276 264
you should never 8,669 222 the rise of 268 258
X things only 7,940 307 first time in 262 237
are the best 7,106 164 the future of 259 778
X things to 6,676 626 the age of 258 180
@steverayson #CTRHacks
112. Entertain Warning Helpful
Review of specific words and phrases that were
highlighted by our research.
Analyzed minimum of 10,000 posts for each of
these across all sites, not just larger publishers.
3. Differences by Social Network
@steverayson #CTRHacks
113. Entertain Warning Helpful
Superlative Words FB Twitter LinkedIn
Amazing 15,600 538 14
Inspiring 7,340 125 6
Surprising 2,700 87 38
Successful 1,067 137 135
It appears “Amazing” in a title works far better on Facebook and Twitter than
on LinkedIn. By contrast “successful’ in a title outperforms on LinkedIn.
@steverayson #CTRHacks
114. Entertain Warning Helpful
Analysis Words/Phrases FB Twitter LinkedIn
History of 1,795 58 12
Trends 1,780 311 171
Truth about 1,681 71 15
Future of 1,078 137 135
Rise of 719 60 35
Secret to 755 33 26
Insights 189 70 89
@steverayson #CTRHacks
115. Ad or headline on LinkedIn might be better using Trends rather than Insights
“10 Economic Trends You Need To Know From New IAB Report”
Or alternatively use “The future of ..”
@steverayson #CTRHacks
117. Entertain Warning Helpful
Trigram
Average FB
likes &
shares No articles Trigram
Average
Twitter
shares No articles
X pictures that 19,646 162 the science of 542 175
X signs you're 12,741 206 the case for 364 248
make you laugh 11,029 169 you can now 321 208
how well do 10,111 411 Donald Trump is 313 239
X photos that 9,714 250 history of the 307 321
can we guess 9,085 202 the art of 276 264
you should never 8,669 222 the rise of 268 258
X things only 7,940 307 first time in 262 237
are the best 7,106 164 the future of 259 778
X things to 6,676 626 the age of 258 180
@steverayson #CTRHacks
118. Entertain Warning Helpful
Content Format FB Twitter LinkedIn
List: 10 45,063 1,052 134
How to 17,533 1,040 133
Quiz 8,306 105 10
Guide 5,294 244 46
@steverayson #CTRHacks
119. For LinkedIn use “How to” to promote the guide e.g.
“How to successfully recruit software engineers”
“How to run a killer software recruitment campaign”
Alternatively use a list post headline across multiple social networks
“10 proven ways to recruit software engineers”
@steverayson #CTRHacks
124. Viral headlines
have common
elements and
structures
Research Trigrams MonitorUse the core elements in your
headline and ad copy
10 Surprising Tips To Improve Your Headlines
125. The words and
phrases that
resonate varies a
lot by network
Research Trigrams MonitorResearch the words/phrases
that work in your area & network
Draft different copy for posts
and ads on different social
networks
Trigram
Average FB
likes &
shares No articles Trigram
Average
Twitter shares No articles
X pictures that 19,646 162 the science of 542 175
X signs you're 12,741 206 the case for 364 248
make you laugh 11,029 169 you can now 321 208
126. What are the top
Trigrams in your
area?
Run a BuzzSumo most shared search for your topic
Export the results to a csv or Excel, sort by shares
by network eg total shares or FB
Copy say top 500 or 1,000 headlines and paste into
text analyzer http://www.online-
utility.org/text/analyzer.jsp
Review top trigrams and bigrams
127. Research what
works in your area
Research Trigrams Monitor
Specifically:
Superlatives eg Amazing on FB,
Successful on LInkedIn
Content type eg Pictures on FB,
Habits on LinkedIn
Words eg trends, insights, tips,
facts, future