While driving through Kentucky I did a search for wayfarer and saw this ad (screenshot below). Notice how Kentucky has been dynamically inserted into PPC copy:
Running the same search in Michigan showed this:
Wayfair used Serendipity and geotargeting to connect with me as a potential customer. By adding my state to their Google Adwords, I as a shopper am more likely to believe that the product can meet my specific needs and wants. People aren’t a monolith—they are individuals with distinct backgrounds. Use that knowledge to your advantage by personalizing your marketing messaging for them.
When I landed on llbean.com through a PPC ad I was greeted by this popup–
CLICK HERE TO ACTIVATE button could have been eliminated. They could have just shown the SAVE10 coupon code. Normally, reducing steps improves conversions. But in this case, llbean.com is adding friction (the need to click a button to activate coupon code) and it’s a brilliant strategy. Why? Because CLICK HERE TO ACTIVATE is a trigger that subconsciously influences the shopper. Once shoppers hit CLICK HERE TO ACTIVATE they have taken an action that takes them deeper into the conversion funnel. It’s not like they can’t turn around, they can, but it’s going to be 6% harder. Who knows how long that coupon code will remain activated? Who knows if SAVE10 can be used later without clicking CLICK HERE TO ACTIVATE first? Would it still work?
These questions incentivize the shopper to stay on llbean.com (i.e. away from L.L.Bean competitor sites).
I was looking for a replacement cartridge for my HP printer. So I ran a Google search …
… and clicked HP’s paid ad (the blue box in screenshot above is a perfect match for my search term). Here is HP’s landing page—
3ACTIVE is a brand of 3D glasses by Dimensional Optics (dimensionaloptics.com). 3Dglassesunlimited.com is an e-tailer that competes against Dimensional Optics. Makes sense so far? Ok.
I Googled 3ACTIVE and this paid ad appeared on my screen—
With a juicy message like What 3active Owners Wish They Knew. Before Buying – Avoid Regret! it’s impossible to not click the ad. Clicking the ad takes shoppers to a page where 3Dglassesunlimited.com very eloquently explains why doing business with Dimensional Optics is a bad idea. The page has been cleverly constructed and I recommend you check it out.
Is 3Dglassesunlimited.com playing fair? Who knows? Is the tactic working? Most likely. Google certainly doesn’t mind PPC bidding wars.
Saw this advertisement on right hand margin of my Gmail inbox—
Notice how Software King icon is blurry? Not sure if this was deliberate or a mistake, but if it was deliberate these guys are marketing geniuses. Here’s why— blurry images immediately capture our attention because we’re expecting to see clear images. What makes this ad so effective is that while the logo is blurry the message 15% off on Office 2010 and all software when you enter code AdWords. Buy Now and Save Big! is super clear. In a way, the blurry image makes the ad copy stand out. Bottom line— they get my attention with the blurry image and get me to click based on relevance of sales copy. You should test this. I know I will.
When potential buyers are searching for your competitor that’s a great time to introduce yourself–
When you click the ad above this is the custom landing page Volusion displays– http://www.volusion.com/volusion_corecommerce_comparison.
Wonder if this was part of a Google test?
I was doing a search for a Dynamo LED Flashlight and was presented 3 ads–
Sierratradingpost.com has done something incredibly clever here. They know, that we know, PPC ads are very ‘salesy’. So Sierratradingpost.com is using customer Ann’s review of their LED dynamo flashlight to make their ad stand out. And it worked. When I clicked the ad I was shown this landing page–
Note: I would have selected a stronger review for this ad, but the concept is brilliant.
The other day I noticed this really clever PPC ad link (red box below)–
The URL nicely complements ad copy.
I’m considering buying a printer so I started by entering this search phrase on Google:
Here are the paid ads that showed up:
The Xerox ad is better than Epson’s but neither truly capitalize on the opportunity. An ad copy like “Learn how Xerox laser printers compare to inkjets” might have worked better.