Joe Martinez, our Director of Paid Media & Community at Granular, just wrapped up presenting at Confluence Conference for the third year in a row. Everyone in attendance got to learn why they cannot avoid YouTube advertising anymore. Besides learning about the value of YouTube, marketers got to learn all of the targeting options to make […]
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…
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.”
YouTube campaigns in Google Ads seems pretty straight forward, right? You have a YouTube channel. You link it with Google Ads. Then you can promote your videos on YouTube to the exact audience you want. Well not so fast. There are a few caveats you should know before creating your new campaigns. Let’s break a […]
The Technique A classic way to be persuasive in advertising is to use a principle known as social proof. The principle holds that when people are uncertain about a course of action, they tend to look outside themselves and to other people around them to guide their decisions and actions. One such way to implement […]
Joe Martinez, Director of Paid Media & Community at Granular, presented at SMX Advanced yesterday during the ecommerce section. Setting Up and Tracking a Full TrueView for Shopping Strategy There can be more to your ecommerce strategy than Shopping feeds and marketplaces. Joe demonstrated to the crowd how you can use your products to push […]
So, we know that most B2B companies really should have a killer Paid Social strategy these days. But as soon as they get on board with the idea, the most frequent question I hear is undoubtedly “What kind of content should we produce for promotion?“ The simple answer is – content that is helpful to […]
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 […]
I’ve been recommending advertising videos on YouTube to clients, colleagues, and industry acquaintances for quite some time. Advertising on YouTube is one of the most affordable and efficient ways to build brand affinity and attract new customers. The issue we hear a lot is getting video content seems like such an expensive and long-winded ordeal. […]
As we know from previous posts, your B2B prospects can vary widely as there are likely multiple stakeholders in all different stages of the buying process. They range from unaware of your product’s/service’s existence to ready to buy. Since this is the case, you’re going to see the best results by matching up your ad […]
Joe Martinez, Director of Paid Media & Community at Granular, just finished pulling double duty at SMX West. Check out the slides Joe presented on below. How to Use Feeds to Improve DSA Campaigns and Ads DSA feeds will help accounts easily set up new ways to target their pages. Websites with poor URL structures will […]
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 […]
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.
