Disruptive PPC tactics to stand out from the crowd?
Paid search is often a crowded and competitive place. If a keyword is commercially lucrative, and has a significant search volume, anyone operating in that space is going to want to bid on it. And, with Google suggesting that you use the target keyword in your ad text – with most people putting it in the headline – you end up with everyone saying the same thing. So how can you help ensure that someone clicks on your ad and not a competitor’s? The answer is – be disruptive.
But let’s explain in more details what exactly means disruptive PPC. This can mean a few things. Either: standing out on a search results page where you’d expect to appear, whilst saying something surprising or unique, or by appearing for a related term with messaging that tries to tempt the searcher away from their original search.
We’d like you share with you some great examples of disruptive PPC ads.
Samsung’s ads on new Iphone keywords
Samsung has done some great disruptive PPC at least a couple of times during new iPhone launches. They’ve cheekily ‘stolen’ traffic away from people searching for new iPhone models by highlighting superior points about Samsung’s own comparable model, or poking fun at the iPhone offering.
They did this in a couple of inventive ways back when the iPhone 6s launched: first with an “Awkward you obviously mean S6” tagline, showcasing the superior charging feature on the S6, and secondly capitalising on the negative PR of the iPhone ‘bendgate’.
How can you be disruptive in PPC?
When thinking about how you can be disruptive in your own PPC efforts, there are a few things you can think about in order to come up with ideas. The beauty of PPC is that you can test ads against each other, so why not try something a little different against that best practice ad?
1) Surprise the searcher – think of ways in which you can say something that the user would not expect to see, but which is justifiable when addressing a searcher’s underlying motivation for performing that search. For example, if you target a care home client, you can to break the mould of putting ‘Care Home in [location]’ in your headline, and think about what a user is really feeling when they are searching for a care home. It’s likely to be an overwhelming emotional decision about a loved one, and so you can refer that fact directly, and appeal emotionally to the searcher as a caring, understanding provider:
Think about the emotional thought-process behind someone’s choice to search for what you are delivering provide, and how you can speak to them in a manner which directly addresses their concerns, rather than just stating what it is that you provide.
2) List your points of differentiation – does your product have an exciting point of differentiation that someone who’s looking into a competitor product might be interested in? Make a product characteristics table for you vs your competitors and look for any areas where your product is above the rest. Use this as a focused point of messaging in an ad that bids on your competitors brand terms. This is the approach Samsung used when bidding on iPhone 6S, when they were referencing how fast the Galaxy S6 charges.
3) Pounce on negative competitor PR – another strategy to be implemented when bidding on a competitor’s terms is to reference any negative PR they have experienced and transform it into a positive about your own brand. We’ve seen this with the iPhone bendgate example, where Samsung used it as a chance to state that their phones don’t experience the same problem. This works best if it’s timely, so set up Google Alerts to find out news about your competitors – especially when there may be teething problems around the time of a new launch.
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