Laser Targeting Your PPV Campaigns

Christ, I almost forgot about this place. About two weeks ago, I had a fetching list of topics to post about. So what happened?

Amsterdam happened.

An extended break in Holland has helped to relax my senses. Unfortunately to the point where I can’t remember much of what I wanted to say. Whenever I tell people that I’ve been to Amsterdam, I always feel the need to make it perfectly clear that “No, I didn’t.”

And even if I did, I probably wouldn’t remember, okay? Perhaps my single most striking memory of The Dam was being perched in a toilet, space caked out of my face, wondering what would happen if you whipped a pigeon. I swear to God, it seemed philosophical at the time.

Anyway, I believe the last post was about shock marketing tactics and how you could stun somebody in to clicking a creative if you pressed the right buttons.

This post swings to the other end of the scale. I want to look at how you could go about laser targeting – a favourite term of mine – with a traffic source as anonymous and faceless as PPV. It’s incredibly easy, but to do so, you will invariably need to sacrifice the one thing that keeps a super affiliate’s bed wet at night…volume.

Since I decided to start rambling about PPV again, I’ve been bombarded by contextual marketing virgins who would like to get a piece of the pie but just don’t know where to start. So I will say that this road is generally much easier and much cheaper than the methods outlined in my last post.

The best way to take a vice like grip over your PPV targeting is to only actually target one site. In some cases, even one page.

While providing a visual shock like the car crash scenario is often good for general targeting, you may find more success by designing your PPV creatives to be a working extension of the site that you’re targeting. You can’t go ripping the brand name and providing false endorsements, but you can use the user’s web location to your advantage.

One option may be to target the sport section of a national newspaper to crowbar in a PPV campaign along the lines of…

“Hey [Newspaper Title] Readers,

We’re offering online readers of […] an EXCLUSIVE free ticket to [Whatever sports event]. Just click here and enter your zipcode to continue…

…And don’t forget to buy tomorrow’s edition of […]”

Yes, it sounds pretty much identical to the recent banned Facebook ads citing the user’s age as a barrier to entry. And that’s true. But the secret is to make the reader feel as if they’ve stumbled across a mystery freebie while carefully avoiding any suggestion that you’re the actual owner of the target site. Sound a little shady? Yep, so is a large segment of the shit that actually works for affiliates in the CPA space.

Another favourite tactic of mine is to hijack the inferiority complex to make the user click-through to where I want them to be.

I’ll use Runescape as an example. Here is a game where you can register a character and engage with thousands of other users in a sprawling virtual world. I’m no market research wizard, but what can I say for sure about a lot of Runescape players? They’re a bunch of pansy dicks who don’t like to be made to feel inferior.

That said, I thought it’d be a good idea to design a PPV creative that would be specifically catered for Runescape users persuading them to register on the closest matching gaming offer I could find.

The general gist of the headline was…

“There’s A Reason The Top Runescape Players Are Flocking To [My Offer Name Here]”

…But I can’t tell you until you click through and see it for yourself”

I was hoping to spark an immediate reaction where firstly, the player doesn’t like being left in the dark or having it implied that he’s not good at Runescape. And secondly, there’s the inquisitive nature of wanting to know more about a new game that ranks well with the same crowd.

Given that so many of the Runescape crowd are young, retarded, and living in cloud cuckoo land, you can have a field day with your creatives until you’re driving a decent amount of clicks and conversions.

I’m using Runescape and the gaming niche as a convenient example – because I know it won’t make you much money if you rip it like several people did with the last post. But the real trick is to start thinking outside the box. Look at how you could apply the same logic to offers with higher payouts and higher traffic.

If you’re new to PPV, I would strongly recommend you learn to walk before you try to run. Just choose one target site. Maybe even one page within it.

Search for a suitable offer that can be wedged on to the back of your target for maximum relevancy. Nothing grabs the user’s attention like a creative that asks them whether they really want to do what they’re about to do, but maybe that’s a method for a whole new post…

As I’ve said all along, when you’re advertising with PPV, you need to understand the way that interruption marketing works. While the last post detailed a method of interrupting the user with something visually extravagant and attention catching, it doesn’t have to be that way.

Sometimes you can exploit interruption marketing by making sure the user doesn’t even know that there’s been an interruption. Blend in with your target source and produce creatives that sit well with the user’s natural navigation through the target site. I’m not going to go in to specifics, but when I’m planning my PPV campaigns, I like to ask myself three questions about the targets I’m adding.

1. Why is the user on this page?
2. Where is the user most likely to click next?
3. Where did the user come from?

If you can begin to paint a picture of the user’s browsing habits, you can design a creative that captures their attention so much more readily. Headline phrases like “Before you…” and “Now that you’ve…” play a key role in my PPV creatives and if you plug your brain in, you can probably put two and two together to see why. Happy hunting.