Tag Archives: ppc

  • 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.”

  • 5 Ways to Avoid a Bad PPC Holiday

    5 Ways to Avoid a Bad PPC Holiday (eCom and Retail) Set Annual Budgets and Plan for Higher CPCs Unless you’re selling water filters or diapers, there’s typically some seasonality baked into your eCommerce business. Make sure you plan out your annual SEM budget to coincide with increases in demand, sales and competition. Many people […]

  • marketing bundle

    Don’t Get Bundled in Digital Marketing

    “Yeah, we can do that too”. Famous last words of the once-focused agency. Too many agencies and marketing contractors go the way of the cable companies, bundling their clients into massive contracts offering multiple services for one large fee. Marketing your company should be no different that your personal life. Do you LOVE your bundled […]

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    Quantitative Staffing for eCommerce Seasonality

    As the seasons change, so do the needs of eCommerce businesses. Many of our clients have seasonal peaks and valleys in their website traffic and overall online revenue. The Granular team has managed paid search during “holiday hell week” at Best Buy and Target, so we know a little something about eCommerce seasonality. To match […]

  • Increasing User Engagement with A/B Testing

    Improving user experience is one of the many factors taken into account when working on conversion rate optimization (CRO). CRO is a necessity when driving PPC traffic to any website. Why? Because so much is on the line when you pay for traffic. By using CRO, you are often able to improve efficiency and stretch […]

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    Why Google AdWords Certifications Matter

    Google has offered some type of AdWords certification since around 2010. It has been through a few name changes and rule changes, but it continues to be a fundamental element of adding trust for clients and showing that PPC experts are indeed what they claim to be. Trusting a PPC pro with your marketing budget […]