Being Remarkable With PPC

2 Comments Written on March 31st, 2010 by
Categories: Landing Pages

A lot of PPC advice is focused around direct marketing strategy i.e. you identify an audience and deliver them what they want. You convert at rate X. Repeat.

For the most part, this works well. However, you may be missing an opportunity to spread your message to a wider audience, and this benefit could come free.

Try to make your offer truly remarkable. Is your offer worth remarking upon? If not, could it be twisted so it could be, or put in a form that makes it easy to repeat?

Become A Purple Cow

Purple Cow: Transform Your Business by Being Remarkable is a book by Seth Godin. The central theme is that offering me-too products and services is boring. Such goods and services won’t be remarked upon. Since we live in a world of saturated media, to be unremarkable is to go un-noticed. To not be noticed is the death of a business. If you haven’t read the book, I suggest you do – it’s a great read, and it’s short and to the the point.

The lesson of being remarkable translates well online. Online marketers have picked up on it, using remarkable qualities of a message, or format of that message, to help ensure a message gets spread.

The same tactic can be used in PPC.

Landing Page Competition

Take a look at your competitors landing pages. Do any of them stand out? Do they stand out in the sense that the message would be worth you repeating to someone else?

That quality of being remarkable, or being repeatable, is a valuable marketing tool. Sometimes, all it takes to become remarkable is to twist your existing message into something unexpected. Like turning a typical cow into a purple-colored cow. It’s still a cow, but the way it appears makes it stand out.

However, this isn’t just a cosmetic concept. Not only should you have a remarkable angle, but it’s best if you also need a remarkable, unique product or service.

If this sounds familiar, it is – it’s a riff on the old concept of a unique selling point.

The unique selling point has three specific components:

  • Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.
  • The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
  • The proposition must be so strong that it can pull over new customers to your product.

The modern twist is that your message should also be repeatable. People should want to spread your message, and be able to do so easily. The benefit is that your message reaches a wider audience than it otherwise would.

Obviously, this will not suit every product or service. For example, it’s hard to imagine toilet paper ever being truly remarkable, and being unremarkable has hardly affected toilet paper sales!

However, it’s an interesting way to think about what you do. Is there some aspect to your service that you can twist in order to make remarkable and memorable? Could you promote it in such a way that people will be “forced” to remark upon it? For example, you could use a quirky YouTube video on your landing page and encourage people to embed it in their site.

What does this have to do with PPC?

There’s no reason your landing pages can’t have a viral component to them that encourage people to remark on your product of service.

You have people’s attention – you paid for the click – and you still need to convert people to a desired action. One of those desired actions could be to have people run with your message and repeat it in other channels. You could embed social media components, like video and Facebook groups, that facilitate people repeating or remarking upon your message.

The pay off is that you create attention in other channels, and if the message does go viral, then you get a whole lot of extra marketing value for free.

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2 comments “Being Remarkable With PPC”

Thanks for the post. What is a good ROI for Pay Per Click?

Some smaller campaigns in less liquid and less competitive markets might return anywhere from 50% to 200% ROI. But in the more competitive markets something closer to a 10% to 25% return might be seen as decent. And in some markets the pricing is such that merchants lose money to buy the customer and hope to make profits on eventual lifetime customer value.

The exact ROI percentage is nowhere near as important as overall returns though. I would rather have a 10% profit return on spending a million a month than a 100% return spending a thousand a month 😀

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