AN EXPERT INTERVIEW WITH LARRY KIM

Larry Kim:   Some of the major changes include:

• Facebook is making Messenger a top priority for 2019 and beyond.
• Facebook is working on integrating Facebook Messenger, Instagram, and WhatsApp.
• New features and functions in Facebook Messenger Ads.

• Paid Facebook Ad campaigns have specific metrics like cost per lead or cost per sale. If the campaigns perform to your objectives, you’ve succeeded. If not, you need to rethink the copy, offer, ad targeting and experience.
• Organic Facebook campaigns are more about driving brand visibility so I would be looking at engagement numbers to determine if people were interested in your content or not. For example, I have a popular Facebook Group and we look at the engagement numbers like Group Member growth, a number of posts/responses, engagement rates, etc.

For SEO, I focus on user engagement signals like Click-Through Rates, Bounce Rates, and other brand or user experience signals like brand affinity, etc.

I have never had a Google Penalty so I can’t say this is something I know much about. I recommend talking to someone who understands this space like Glenn Gabe!

• I think the voice search revolution is a lot of hype and you need not do much stuff to survive it.
• The stuff that you need to do is basically related to making your website more mobile-friendly, which you would do anyway, even if voice search wasn’t a thing.

We focus on time and effort on our “unicorn content”. The content that has proven itself to have high engagement, which is likely to continue to do well if additional resources are spend on promoting or repurposing it.

Last year I wrote an article on my top Marketing Strategies and tactics. Two of my favorite new tactics are to use use chatbots and Facebook Messenger Marketing.

Yes. As PPC ad costs continue to rise, we are today leveraging PPC marketing more for converting existing demand, rather than trying to create new opportunities, which is very expensive.

Yes! PPC advertising like display ads or Facebook ads can increase brand awareness which in turn increases click-through-rates (because people click on the things they have heard of before!)

• The main thing to do is firstly turn off mobile ad campaigns if your site isn’t delivering an amazing mobile experience.
• Another idea was to send ad traffic directly to chatbots rather than to regular landing pages since messaging provides an amazing native mobile-friendly experience.

We are seeing incredible results when using Facebook Click-to-Messenger Ads! If you’re spending any money on Facebook Ads, I highly recommend you try them out.

A couple of ideas:

• Avoid using Automatic Placements on Google Display Network and avoid Facebook Audience Network altogether.
• When using auto-bidding, set the goals to be “harder goals” like completed purchases, since bots can easily fill out forms and trigger “fake conversions”.

You can read them here.

I’ve been working on growth marketing for over a decade and along the way, I’ve discovered three key principles that make all the difference:

• Be Somewhat Delusional
• Find Your Unicorn Growth Hack
• Make Unicorn Babies