Mike Fleming

Author Archives

  • A Way To Build Google Ads Campaigns For The Holidays Fast

    Sometimes the holidays creep up on us (and our clients!) quickly.  While our typical approach to an account is to take our time and incrementally build out campaigns as we meet performance goals and focus on quality over quantity, the holiday season brings upon us a whole different set of circumstances.  Businesses are in the […]

  • The Google Ads Automated Rules Setting That Can Screw Up Everything

    Automated rules are good for situations where you know you’re going to need to make changes at some point in the future based on some criteria like performance or time. For example, you might increase or decrease a bid on a keyword if it meets certain performance thresholds. Or you might want to pause campaigns […]

  • 6 Google Ads Scripts Every Account Should Be Using

    I’m writing this the day after Halloween, which may be the perfect time to talk about Google Ads scripts since it’s a fairly scary subject to most people dealing with accounts.  But let me tell you…it doesn’t have to be.  With such an amazing, sharing community all around us, PPCers aren’t on their own…ever.  Trust me, I don’t know a thing about coding.  But since others do, using scripts for important tasks on accounts has become a copy/paste endeavor for the most part.

  • Book Review: Digital Marketing in an AI World

    Some would say we’re not significantly affected by the media we consume. I don’t claim to be one of them. After watching a lot of the movies being put out these days that show futuristic visions of how artificial intelligence might be incorporated into the world in the future, I can’t help but wonder how […]

  • 5 Non-Lead KPIs B2B Digital Marketers Shouldn’t Forget About

    Leads, leads, leads!  It’s the cry of B2B marketers everywhere, and for good reason.  But consider this…do you try to force your offline relationships into spaces they’re not ready for?  Or do you instead nurture relationships with prospects and customers in ways that work for them as you build trust and gently nudge them toward […]

  • This Is What You Really Want From A PPC Manager

    When I first got into PPC management, I had basically no client management skills.  I got into PPC because I read a book called The Future of Music (I’m a musician) that explained to me how digital distribution was changing entire industries and how the Internet made it possible for anyone to sell anything to […]

  • Improve Your PPC Ads: Use Precise Numbers

    The Technique In a previous post, I showed you how telling your customers how many have converted unlocks the principle of social proof and is helpful in persuading more people to take action.  In that test, I simply replaced a fairly generic introductory text in an ad designed to attract subscribers on Facebook to include […]

  • Improve Your PPC Ads: Avoid Too Many Choices

    The Technique It’s been well-documented in marketing psychology books like Brainfluence and others that offering too many choices to your customers can create frustration and a mental paralysis that leads to lower rates of people taking action.  This New York Times article dives more deeply into the psychology behind it.  But basically, when the number […]

  • 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.”