After catching up on my “must read” books and my “must watch” webinars, I’m left with one message resounding in my head. The message is this: If you try to appeal to everyone you’ll end up appealing to no one. Simple, right? Well apparently we marketers just aren’t getting it.
In Seth Godin’s 2005 book, All Marketers Are Liars, Godin tells it like its – his usual style of course. He says that to be a great marketer you have to be a good story teller. However, while being that good story teller, you have to stick to the same story each time. He’s very aware that his story will not appeal to everyone and that’s OK. The point is, his story will hit home with a targeted group and they in turn will tell the story over and over and over again, at least he hopes. According to Godin, the trick is to keep a story specific yet simple enough that people will remember it and tell it to their friends. He states that if we create a story attempting to entertain or appeal to everyone we’ll find that we’ve created inconsistencies and our story will not only lose validity, but any potential market as well. Hence, appealing to everyone will make you appeal to no one.
I’m sure you’re asking yourself, so what does this have to do with internet marketing? As I said, I’ve been catching up on my webinars too.
Last week I had the opportunity to watch Part II of Marketing Experiments’ webinar on optimizing PPC ads. I have to say, I really enjoy their webinars. Using the ads and landing pages of the viewers, they teach individuals how to create an effective ad that entices people to click. Then they show how to edit a landing page to make people convert, or perform a desired action. Of course, if you choose to submit your ads and site for review make sure you can handle criticism. Like Godin, Dr. Flint McGlaughlin – lead speaker – lacks a filter and won’t hold back his true feelings, in the end it is very helpful information though. When looking at the following pay per click ad:
Human Capital Strategy
HR Organizational Solutions
Towers Perrin – Official Site
Jimmy Ellis, one of the speakers/ critics, stated that the ad was too general and attempted to appeal to everyone searching on the term “human capital”. Because the ad was not specific, however, most people overlooked it to click on an ad with a more targeted message or story that matched their search query. Ellis said that in order to be effective you must state your value proposition in the ad, giving them a reason to click. In addition, he state that the ad must be specific to the keyword the user searches on. His advice was to create targeted ads by creating many ad groups with a low number of highly similar keywords. Ellis recommended building your campaign backwards starting with keywords and then finishing by creating ads that are specific to those keywords.
All in all the message of this blog is simple: Be specific when you choose who you want your ads to appeal to and do just that. If your story/ ad matches the query you’ll get results, it may be small results on that one ad; but small results on many ads equals big results overall.