"Turn the Corner" advertising on Google
Today I'm going to give you an example of a real client I worked with, changing the names and details slightly, and use it to demonstrate a powerful truth about Google's content network.
It has to do with "Turning the Corner" – using Google ads to get people to buy something they would NOT normally search for.
This company offered a membership site for Yoga instructors. It offered a number of tools that helped people plan and organize their activities.
Almost nobody was ever searching for "Yoga Membership Site" or "Yoga Management" or "Yoga Calendar." But the Big Theory of the entire business, the Giant Marketing Assumption was:
"If we put this in front of Yoga maniacs, they'll be all over it like white on rice."
Now…. whenever you have a great idea that you're just sure people are going to be rabid about, you should ALWAYS be aware of what your Giant Marketing Assumption is. And you should be wary of it. Especially if you know that not a lot of people are actively looking for it.
So we bid on the word "Yoga" and wrote an ad that said
Free Yoga Planner
Calendar, Instant Reminders,
Tips, Videos & Community Support
www.YogaPlanner.com
Remember: People did not wake up this morning LOOKING for this, but we thought if we put it in front of them, they'd bite.
The company had been planned on an assumption that they could get members on board at an acquisition cost of $20 per head, and then make money selling them stuff.
The very first day of the Google campaigns we got signups at a Cost Per Action of $14.00.
EXCELLENT for day 1 of a campaign.
After a couple weeks of refinements on the SEARCH network, I got that number down to $6.00 per signup.
The client was thrilled.
But I was pretty sure that we were only getting "newbie" yoga fans by bidding on the word yoga. My theory was, the Content Network should work a lot better, and get more mature, more deeply involved people.
Sure enough, the Conversion Rate was HIGHER on the Content Network.
Cost Per Acquisition: $3.00 per signup.
A ROUSING success.
On the Content Network you have greater ability to "interrupt" people with something they had never thought of and would never search for. That's the magic of the Content Network. You can "Turn the Corner" much more easily on Content than you can on Search.
It's where I'm focusing most of my AdWords energy these days and I think this is a vitally important topic. There are many powerful Content Network skills that Shelley Ellis will be teaching in her Content Network Boot Camp. It starts November 18:
http://www.perrymarshall.com/content-network-boot-camp/
Perry Marshall
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About the Author
Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."
He is referenced across the Internet and by The Washington Post, USA Today, and the Chicago Tribune.
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