Content Marketing, Convince and Convert, Digital Marketing, Social Media Measurement

5 Memorable Lessons from my Sarah Palin PPC Campaign

Thanks to everyone for participating in my “Are you man enough to write a PPC ad about a woman VP” contest. Many excellent entries (see original post). Here are the results:


McCain is 72 years old 
Avg US life expectancy is 78 years 
Is Palin qualified? Read This 
DailyKos.com   1.31% Click-through rate      

 

Sarah Palin’s Secrets 
What the GOP doesn’t want you to 
know about McCain’s running mate 
sify.com 

2.66% CTR

 

Sarah Palin Revealed 
What makes her so special and 
why the Democrats should worry 
johnmccain.com 

3.62% CTR

 

Who is Sarah Palin? 
Exclusive stories, photos and more 
on the Vice Presidential candidate 
newsminer.com 

4.89% CTR!!!

 

Congratulations to Russ Hollmann (@hollmann) for winning the PPC Contest. He gets $200 from yours truly. 

Thoughts on the Outcome

I’ve been looking at the results and thinking about why Russ won and what we can learn from this contest. I’ve learned 5 lessons from this experience.

1. Mindset of searchers. Interestingly, Google took 3+ days to approve the ads. A call to tech support couldn’t even resolve it. Amazingly, they began running immediately after Palin finished her convention speech (insert conspiracy theory here).

Consequently, once the ads finally went live, I suspect there were more pro-Palin searchers than anti-Palin searchers, hurting the CTR of the lefty-slanted ad candidates.

On a similar conspiracy-scented note, the ads were set to run evenly for testing purposes. However, Google served 175% more of the pro-Palin or neutral ads than they did the negative ones. Hmmm.

2. URLs matter. I forgot that I had to put “real” URLs on the ads – not like the old days when you could do whatever you wanted. Thus, instead of having the same URL for each ad, I had to have the actual URL of the news story to which I linked. See above. For some, DailyKos is Kryptonite. The JohnMcCain.com URL may have been interpreted as less than objective (shocking, I know). The sify.com URL seems mysterious. Newsminer.com sounds objective and “newsie”. That may have helped Russ’ entry.

3. Don’t minimize your audience. Of all the finalists, the winner was the most even-handed. The other ads were clearly more appealing to one side or the other, which may have truncated their appeal commensurately. If you’re running a PPC campaign and are looking to maximize clicks, it may not work as well to take a strong stand in the ad itself – wait for the landing page.

4. Specific promises. In comparison to the other finalists, Russ’ entry promised stories, photos and more. I have seen through 15 years of Internet marketing experience that when you tell people exactly what they will get when they click, they are more likely to take you up on that offer.

5. Use of impact words. While all of the finalists used turns of phrase to make their ads interesting and engaging, Russ’ inclusion of “exclusive” may have helped win the contest. Given that by the time these ads launched, pretty much everyone not in prison knew at least something about Sarah Palin, the appeal of “exclusive” information may have been extremely intriguing.

How do you interpret these results? Add a comment

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