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Tips from the Boosters: Are you Driving a Ford or a Mustang?

Wednesday, June 6th, 2012

 

Once upon a time, the car industry used to use the term “mega brand.”  As in, Chevy was the “mega brand” but “Impala” was the brand.

 

They don’t use it anymore because it was a stupid concept that didn’t comport with reality.  People either primarily identify with the maker or the model, but not both.  So corvette drivers think of their cars as corvettes, whereas Silverado pick-up truck drivers think they drive a chevy truck.

 

The same is true with Ford cars and trucks too.  Mustang owners may say “Ford Mustang,” but in reality, they primarily identify with “Mustang,” not “Ford.”  So if you’re advertising a high-performance Ford Mustang, which is the more important term:

 

a)  Mustang Boss 302, or

b) Ford Boss 302?

 

So now that you know that, the following contest probably won’t come as any surprise to you:

 

 

As you can see, the winning ad used the more powerful term in the headline.  But there are also a few other important differences, specifically the following:

 

1)  The use of an emotionally relevant end-benefit in the winning ad “Own the Road with the…”

 

2)  The winning ad repeats the key phrase Mustang Boss 302 in the body of the ad

 

3)  “Get a Free Quote Now” sounds more immediate than “Get Free Quotes Today”

 

So what’s the bottom-line takeaway here?

 

You have to match your wording to the psychology and motivations of the searcher, which means you have to think purposefully about these things and methodically test them.

 

If you’re not currently doing that for your PPC Ads, perhaps you might consider hiring someone who will…

 

 



Finding the Right Formula for a High CTR

Friday, June 1st, 2012

 

 

David Greenbaum, CEO and Co-Founder of BoostCTR was featured in this week’s DMNews Search Marketing Plug-In along with Michael Gullaksen, SVP and managing director, Covario and Dana Todd, SVP of marketing, Performics.

 

Here are David’s 4 tips to boosting your CTR:
(more…)

 



Multi-Channel Ads: The Importance of ‘Scent’

Monday, May 21st, 2012

 

Originally posted on Search Engine Watch

 

Interactivity is a cool feature and all, but old school mass media muscle still builds brand recognition better than anything else out there. And that’s why cross-channel marketing works so well – you can get the best of both worlds by using the mass media to build brand recognition and interactive online ads to pick up where the TV or radio ads left off.

 

A good example of this is the old Capital One Venture card campaign featuring Alec Baldwin. Here’s the TV commercial:

 

 

 

And if you don’t recall the Facebook ads, here’s a screenshot:

 

venture-miles-are-better-capital-one-facebook-ad

 

Watch the ad then observe the Facebook ad. The important thing to note about this ad is the carry-over elements from the TV ad, specifically:

 

  1. Image of Alec Baldwin
  2. Main offer
  3. Messaging theme

 

In web optimization terms, we refer to this as “scent” and would say that the Facebook ad maintains a strong “scent trail” from the TV ad.

 

This is important because whenever there’s a lack of scent, there’s also a lack of conversion – customers lose the “trail” they were following and stop clicking (or click away from your ad/website/cart/etc.).

 

The following ad is an example of “dropping the scent” from the TV to Facebook ad:

 

nokia-lumia-900-is-here-facebook-ad

 

So why does this ad represent such a disconnect? Well, first watch the TV Ad.

 

 

 

Great ad, right? Now ask yourself what you remember most from the commercial. Here are a couple of things that popped up in my mind:

  • Smartphone “beta test” is over
  • The goofy announcer
  • “Was I a beta tester?”
  • The picture of the bright blue phone at the end.

 

So which of these elements is used in the Facebook ad?

 

Pretty much none.

 

Yes, the message copy echoes the theme of the ad by claiming that other smartphone owners are part of “an elaborate product test,” but the key terms of “smartphone beta test” or “Were you a beta tester?” aren’t there. Neither is there a picture of the goofy announcer nor a pic of the phone featured in the ad.

 

Here’s what the ad could have looked like:

 

nokia-lumia-900-is-here-ad-scent

 

sick-of-beta-test-phones-scent

 

Now, I’m not saying that either of these ads is perfect, but each of them contains a much better scent match-up to the commercial than the original.

 

And they do this by carrying over the keywords and terminology as well as imagery.

 

In the top ad, the imagery is from the Times Square Jumbotron that opens the commercial, and in the bottom it is an image of the announcer.

 

Also, both ads promise to provide the prospect with a more compelling look at the phone as well as claim substantiation as soon as she clicks on the ad, which is a solid CTA for this kind of cross-channel ad.

 

Whereas these two examples focus on TV and Facebook, the same concept applies to PPC, display and all other channels.

 

The TV or mass media ads create awareness and possible interest, while the Facebook ads pick up where the TV ads leave off. But they can’t pick up anything unless they also carry-over the scent. That’s what we call persuasive momentum and that is how you get your prospects to convert.

 

 



BoostCTR Rocks Elite Retreat With an Interactive Session on Ad Optimization

Monday, April 30th, 2012

 

David Greenbaum, CEO of BoostCTR

The Elite Retreat is an annual exclusive event that connects people who want to take their business to the next level with experts who can help them get there.

 

Last week, the 9th annual Elite Retreat event took place in San Francisco at the Clift Hotel, featuring industry experts and speakers such as Jason Nazar, Co-Founder and CEO of Docstoc, Tim Mayer, Founder of Heddle, and our very own David Greenbaum, CEO of BoostCTR.

 

In an event jampacked with intense conversation featuring the internet’s greatest minds, David Greenbaum took the stage to present a highly interactive session about ad optimization and the different techniques used at BoostCTR.

 

Because of the exclusivity of the event and the limited number of attendees, we’ve made David’s presentation available to you here on the BoostCTR blog, as well as on our SlideShare page. So hit play and enjoy 50 slides of PPC Ad Optimization goodness. (more…)

 



Behind The Scenes In Google’s Battle Against Bad Ads

Monday, April 23rd, 2012

 

We loved last week’s article on Search Engine Land covering Google’s never-ending battle against bad ads, and the struggle to gain advertisers’ trust.

 

The article covers key measures that Google is taking such as:

 

  • The move towards being more transparent with advertisers and end users regarding the measures that Google takes to ensure the delivery of quality ads
  • The effort to gain trust, leading to more clicks are revenue for both Google and advertisers
  • Incorporating site review and disapproving ads which point to any site that violates or fails to comply with Google’s policies
  • A holistic account review that encompasses everything from keywords to IP addresses, looking for patters in the account that indicate it should be shut down or investigated further

You can read Pam Parker’s full article here on Search Engine Land.