Mike Fleming

Author Archives

  • Improve Your PPC Ads: Give Your Customers A Compelling Reason

    The Technique

    There’s a single word that can lead you to getting better results from your PPC ads.  That word is because Why is this word so effective?  Because whatever you put after that word acts as a justification or reason why a person should comply with your request.  And because people have grown used to whatever follows that word having good rationale behind it over the course of their lives.  Because of this, they can be more likely to comply with a request. (Because I just gave you this, you are now scientifically more likely to go do this test!). 🙂

    Of course, the higher the stakes, the better the reason you’re going to need to get a prospect to take the action you desire.  In many situations, you can implement this principle in your PPC advertising by making your requests with a strong rationale, no matter how clear you think the reasons behind your request may be.  Let’s look at how I applied this principle in an ad test to achieve better results…

    The Test

    Here were the attributes of the test…

     

     

    The campaign I ran this test in already had really good performance with Above Average CTR, but I thought I could do better.  So I decided to test this principle out versus another psychological principle that works pretty well (trust & credibility).  Below are the ads from the test.

    The first is the control ad which played on the principle of trust & credibility in the 2nd headline by saying “From The Kitchens Of Experts.”  My hypothesis was I could get better performance by giving the reason of “You Won’t Be Disappointed.”

  • Why B2B Companies Need A Paid Social Strategy Now More Than Ever

    Most B2B companies suck at social media.  OK, it’s not just B2B companies.  But that’s where I want to focus for this post.  You may not have thought about this before, but social media is probably more beneficial for B2B companies than B2C ones.  Of course, this likely depends on the companies and industries we’re talking […]

  • How To Carefully Choose & Use Keywords For Your B2B PPC Campaigns

    The first step to picking the right keywords for B2B search advertising is defining your audiences.  Doing this first will help keep you from bidding on search terms that are superficially related to your offering, but don’t actually indicate any relevant search intent.  It will also give you ideas about what your audience can be searching […]

  • B2B Audiences: How To Create & Effectively Use Them For PPC

    In B2B, you’re typically not getting a transaction online.  You’re developing a relationship that you hope will lead to a transaction offline in the not-too-distant future.  Therefore, the best approach with PPC advertising isn’t to offer what you’re ultimately selling, but to offer valuable information that makes what you’re selling attractive to those you reach when it comes time to implement your solution into their business.

    Since we’re focused on marketing content and not a product or service, audience research is critical.  As Melissa Mackey points out in her post on this subject…

    Audience research in content (PPC) marketing is as important as keyword research in search PPC.

  • How To Advertise In A World That Hates Advertising

    We now live in the most over-communicated society in the history of the world.  It’s gotten so bad that it feels like people and companies are simply just constantly fighting for people’s attention.  I fight the fight every day in my own house.  Trust me, I’m not immune to this either.  But, I’m not quite […]

  • How I Rephrased 2 Words in a Headline & Improved Results by 34%!

    I love new ways to think about how to create ad copy.  Looking back on my younger PPC management years, I definitely didn’t give enough weight to it from the beginning.  That’s probably because I’ve always been a numbers guy first.  But then I had a eureka moment when I said to myself…“You’re in advertising stupid!”  You should learn how to be a better ad writer.

    So when I came across this excellent post by Roger Dooley about writing taglines that double sales, I was excited to add it to my repertoire of techniques for testing.

    The 2 consumer motivations

    In the post, he references a Harvard Business Review article pointing out that consumers are motivated by basically two things – preventing their life from getting worse (prevention) and taking advantage of an opportunity to make their life better (promotion).  If you’re in advertising, I’m sure you already know this.  But what you may not have done yet is considered how this should affect the messages you’re putting out to the world, and how you can test saying the same thing in these 2 different ways.

    Inherently, people and products may be more attuned to prevention or promotion.  And the better you can match your messages up to the motivations of the majority of your customers, the more effective your advertising is going to be.

    I encourage you to jump over to his post if you haven’t already and check out his examples of framing products with prevention/promotion language and the results of the tests he references.