One of my favorite sequences in all of cinema is Donald O’Connor’s “Make ‘Em Laugh” in Singin’ in the Rain. I’ve watched that movie dozens of times and it still gets me.
The last time I watched it with my family, it got me thinking… How does humor play into conversion for Pay-Per-Click? Quite well, in fact, and I started coming up with some ideas of how to pull it off.
When I was searching for some examples of successful ads that used humor, I came across a few that really made me laugh. The first came from the tech world.
In this case, last year when the iPhone 6s was released, Samsung got really clever to play off the similarities between the model names of their phones.
Smart move. Truly clever.
Another was Snickers candy bar’s
clever campaign to turn commonly misspelled searches to sell candy bars. They used words like “buisness”, “gool”, “wether”, and “definately” to tell people they needed a Snickers. (Look at the picture)
They then created a custom URL and mini website “yourenotyouwhenyourehungry.com”. Right now, that website just reroutes to Mars.com. But at the time, it would show them a funny video that would make them want a Snickers.
I’ve mentioned before about how costs for PPC are calculated, and how to combat that. One of the key drivers for cost associated with PPC is relevance. What I mean by that, is that when someone searches for “Chem-Dry” you automatically get preference from Google because you actually are a Chem-Dry.
The difficult thing about this tactic, then is being relevant while still being funny. As soon as you start being irrelevant, you run the risk of driving up cost. So here’s my solution.
As a way to round out your PPC campaigns, try targeting keywords like “Stanley Steemer” and “Zero Rez” with ads that on one hand poke fun at the search, but on the other hand educate why they should try Chem-Dry instead.
For instance, if someone typed in “Stanley Steemer”, I could respond like this.
Or, if they were originally looking for “Zero Rez”, this ad may do the trick.
You see what I did there? It’s possible to leverage a search someone may have done for a competitor and turn it into an opportunity to steal a customer away.
If you don’t want to try and target competitor’s keywords, try using your own, but using alternate text. Like this
A Few Words of Caution:
Remember when you’re making PPC ads that you can’t target other franchises’ ads, you have to be careful about what you promise (i.e. can’t say “better than ____”, etc.).
Also, when you create an ad targeting our competitor’s keywords, DON’T mention them by name. That only reinforces their choice to use the competitor.
Sometimes one of the best tools in our marketing arsenal is humor. You can be professional while still showing some personality.
- Look for opportunities to have fun with your potential customers. See what your competitors are doing, and think of ways to beat them.
- Work with your PPC vendor to develop some ad copy that resonates with personality.
- Watch how the ad performs. You may be surprised how effective it can be.
Make PPC fun today and establish a better future for your business. Then register to receive updates about future webinars on digital marketing.