I’m going to start by apologizing for false affbuzztizing. There are no ninjas in this post. The closest to a ninja you’re going to get is the knowledge that I’m wearing nothing but an all black towel as I write this. Yeah, I’m pretty much wet and soapy.
I’ve been meaning to post about some PPV techniques for a while now, because there’s only so much rhetorical bullshit I can rehash as “lifestyle advice” before people start to call me out on a mysterious lack of…actual content.
There are two problems with PPV.
1. Everybody is doing it.
2. You’re probably not very good at it.
PPV promotion – or any kind of advertising where you’re springing pop-ups on the user – is a method of interruption marketing that has to be approached differently to your normal social campaigns. And god forbid, get back to the drawing board if you’re trying to port your Search campaigns directly to PPV.
I’ve already posted about laser targeting PPV campaigns, and shocking users in to clicking your ads. I’ve had people emailing me quoting mixed results. Some have found a lot of success using the techniques, while others…not so much. *cough* NATURAL SELECTION *cough*
Instead of replying to a thousand different scenarios with a thousand possible reasons for why they didn’t work, I thought I’d explain the thought process that goes in to my own campaigns. And of course, many of these fail too.
The way I see it, profiting from PPV is all about brainstorming and developing enough ideas to attack a campaign from different angles. So many concepts out there are beaten and battered in to a state that you’d have to be Vince Offer on crack to make the product sound original. I don’t like joining the swarming masses, and I prefer to develop campaigns that leverage a very specific appeal to a relevant audience.
That’s great, right? Nobody cares, you just want practical examples.
Let’s say you’re going to promote a dating site, what are the obvious choices for targeting your ads? What are some keywords you might use?
Singles in […]
Online dating in […]
Get a girlfriend
Chat to girls online
Meet new people
You’re not going to win any gold medals for envelope-pushing creativity with this kind of targeting. That’s not to say it won’t work, but you’re battling with the masses.
Many marketers fail to understand why their campaigns are failing when they’re reaching such a targeted group of users.
“If Jo Bloggs is searching for a girlfriend, why won’t he use my link? Wah wah wahhh. It’s right there! Wah wah wahhh”
These users are clearly interested in online dating so why aren’t they snapping up your bait and whacking in their credit card details? A lot of the time it’s because they’re too well trained in the market you’re trying to promote. Just because you’re pumping a pop-up with “COME FLIRT NOW” in his face, doesn’t mean he hasn’t seen the message a thousand times before and already grown sick of it.
It’s not banner blindness, but you’re targeting a type of user who clearly knows what he’s looking for. And these users are sometimes the most likely to hammer the little x on your pop-ups. Why? Because they’re already reading similar ads in the Google search listings and don’t need your crap popping up!
It’s like old school porn surfing (oh god Finch). You reach a site with that really niche midget porn you’ve been looking for. Then some motherfucker springs a pop-up over your hard work which is less targeted and frankly a pain in the arse after the seven sites you clicked through to find what you were looking for. I don’t watch midget porn.
Pro tip: If you’re going to target obvious keywords, make damn sure that your pop-up is more relevant than the actual page that the user is loading!
With my own campaigns, I like to come up with targeting strategies where the user shits himself at how close to his current state of mind my advert is striking home. If dating is your niche, you should be looking to brainstorm a little deeper. Understand the reasons WHY these people might be suitable for an online dating site.
Don’t worry about the dude searching for “chat to girls online”. Worry about finding him before he reaches breaking point and realizes that this is what he wants to do. To manage this, you need to become receptive to human psychology and use your ears. Yes, use your ears.
Clues for targeting your campaigns are all around you. I find myself phasing out in the middle of conversations with friends when my brain is latching on to things that they’ve said. I will be damned if there’s a better way of brainstorming campaign ideas for a dating offer than by spending half an hour talking to single friends. You begin to understand their psychology and thinking.
My favourite line of questioning is to ask them why they THINK they’re single.
Invariably I get answers along the lines of…
- Target 1. “Because I don’t have the confidence to go and talk to girls”
- Target 2. “Because there aren’t many girls that like the same things as me”
- Target 3. “Because I’m still torn up over my ex”
- Target 4. “Because I’m too busy to be bothered with a relationship”
- Target 5. “Because I just haven’t found anyone at the moment”
This information is gold to me. My mind then turns to how I can translate these feelings in to PPV campaigns that don’t just target the right demographics, but hit them with stinging headlines that make them scream “YES” to the service I’m offering.
Let’s take target 3. For all we know, that guy who was searching for “chat to girls online” could have been the same guy who’s just suffered a horrible broken down marriage. We could target him with “chat to girls online”, yes, but it’s a LOT more powerful if we hit him before he’s reached Google. If we can reach out to him as an individual and be the solution to what bothers him most – we’ve got much more chance of nailing the conversion.
So where else could you target this guy?
How about on divorce websites? Marriage breakup Facebook groups? The thousands of articles on the web offering advice for dealing with a broken down relationship?
Not only can we catch the same target, but we can adapt a PPV campaign that is MUCH more effective than the standard dating LP you got from Justin Dupre’s Freebie Friday. Get creative with your headlines and imagery.
“You Think Your Ex Isn’t Searching Online? Get Back In The Dating Game Tonight”
This is what I would call slicing through the market and grabbing leads where you can resonate with them most. By segmenting markets and producing creatives that deal with genuine human emotions, you can be the answerer of those needs. It’s a lot easier than trying to grab your conversions from the huge pool of users searching generic dating terms.
I’ve got a couple more posts to come on PPV so check back soon if this is your thing.
Any questions, drop me a comment. I’m off to find some clothes.
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