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How to Craft the Perfect PPC Marketing Plan

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To succeed in PPC marketing, you need a well-crafted plan. Without a plan, you’ll likely waste time and money on campaigns that don’t reach their full potential or that let you achieve goals that are not relevant to your business. In this blog post, we’ll explore the steps of creating a successful PPC marketing plan. We’ll start with defining and understanding your business’s current competitive situation, so you know where you’re at. We’ll then cover how to set the right goals that define where you want to go, and then we’ll move on to devising a strategy to get you there. Finally, we’ll go over the steps for setting up and managing your campaigns. Follow these steps, and you’re on your way to PPC success.

Step #1: Current Situation Analysis

The first step in creating a successful PPC marketing plan is to take an honest look at your current business situation. This includes analyzing your target audience, defining your competitive space (understanding your competition), and defining your current competitive situation based on these two factors.

Market Segmentation – Define your PPC Campaign’s Target Audience

If you’re running an established business, you already have a good idea of what your typical customer is like. Depending on your business model, this could be a particular consumer market or business sector. A PPC campaign’s success starts with having a clear idea about who it should target, so that’s where the PPC marketing plan has to start.

When it comes to segmenting the market for your PPC campaign, the typical types of segmentation still apply:

  1. Geographic location: This means targeting people or companies in a certain continent, region, country, city, or area.
  2. Demographics: This includes factors such as age, gender, income, occupation, level of education, nationality, etc.
  3. Psychographics: This includes measures of consumer behavior such as lifestyle, interests, and attitudes.
  4. Behavior: This includes past purchase behavior (including website visits) and intent to purchase (including research behaviors).

Define your Competitive Space

Now that you know your target market, you need to consider who your competition is. Even if you’re starting a new business, you still have competition, and it’s important to understand who they are and how they’re affecting your business.

One way to do this is by using Porter’s Five Competitive Forces model, which looks at the industry as a whole and helps to identify the key factors that influence competition.

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The threat of new entrants: This is the threat posed by new companies entering the market with similar solutions to yours. To assess how big this threat is, you need to analyze your industry’s entry barriers, which is something you should know about, considering you already jumped them all. There are five major entry barriers, which are:

  1. Capital requirements: The amount of money it takes to start and operate a business in the industry.
  2. Switching costs: The cost (including time, money, and effort) that customers incur when switching from your product or service to a competitor’s.
  3. Economies of scale: The benefits that larger companies have in terms of lower costs per unit due to their size.
  4. Brand loyalty: The degree to which customers are loyal to a particular brand and are less likely to switch to a competitor.
  5. Regulatory barriers: This refers to government policies and regulations that make it difficult for new companies to enter the market.

A good example of an entry barrier is when you’re in an industry that requires jumping through multiple legal hoops, like certain financial services heavily regulated by the SEC and other institutions.

The threat of substitutes: This is the threat posed by products or services that can satisfy the same needs as your product/service but may be cheaper or better. A good example of a substitute is when a new technology comes along and threatens to disrupt your industry, like how the iPhone disrupted the cellular phone market.

Buyers’ bargaining power: This is the power buyers have in negotiating lower prices, demanding higher quality, or switching to a competitor’s product or service. Buyers have a high bargaining power when:

  • They buy large volumes or represent a significant portion of your company’s sales.
  • Your products are standard or undifferentiated.
  • There’s a risk of backward integration, which means the buyer can produce the product or service themselves.

For example, Apple has high bargaining power over its suppliers because it’s a huge customer, and losing Apple could jeopardize the supplier’s entire operation.

Suppliers’ bargaining power: This is the power suppliers have in negotiating higher prices, demanding better payment terms, or threatening to stop supplying you with goods or services.

In the world of PPC, the landscape is dominated by only a couple of companies (mostly Google and Facebook), so businesses have little choice regarding where to place their ads. This is an example of a supplier with high bargaining power.

Competitive rivalry: This is what most people think of when they hear about competition. Competitive rivalry is the intensity of competition within the industry, determined by factors such as the number of competitors, how evenly matched they are with your products and services, how much they’re spending on marketing and how aggressive they are.

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Analyzing your competition is one of the most important things to consider before launching your PPC campaign. It means studying what your competitors are doing, what’s working for them, and what isn’t. This will let you learn from their success and their mistakes and identify key weaknesses in their businesses that you can take advantage of.

The key factors in competitor analysis for PPC marketing you should prioritize are:

  • The keywords they’re targeting through SEO
  • The keywords they’re targeting with their PPC campaigns
  • What types of ads do they have running?
  • What is the landing page for each ad like?
  • What assets are they using?
  • What PPC platforms are they using?

By understanding your competition, you can develop a strategy that sets you apart and beats them at their own game.

Define your Current Competitive Situation

After completing the above steps, you’ll have a good idea of where you stand in the competitive landscape. You’ll know if you’re competing in a market with perfect competition, if you’re in a monopolistic market, in an oligopoly, or a monopoly.

You’ll also be able to determine your position relative to other competitors. In other words, whether you’re a leader, a contender, or a follower. Each particular situation calls for a particular set of logical short-term and long-term objectives and strategies.

Now it’s time to define your own company’s strengths and weaknesses in relation to these competitors. This is where the next step comes in handy.

Step #2: SWOT analysis for PPC marketing

SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. SWOT analysis is a strategic planning tool that helps you identify and understand the internal and external factors that can positively and negatively affect your business.

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SWOT analysis picks up from the previous step. By identifying what’s working for your competition that you’re not doing, you’re identifying your key weaknesses. For example, you may notice that your main competitors are all ranking for a keyword you’re not even trying to rank for, therefore taking a chunk of the market for themselves.

By identifying your competitor’s weaknesses, you’re also identifying opportunities for yourself. For example, you may discover that an important part of your target audience is currently looking for blockchain-based solutions to integrate their business with the emerging metaverses, but you notice that nobody is targeting that need, therefore representing an opportunity for you.

Define your Unique Value Proposition or competitive advantage

Based on your strengths and the opportunities the market offers, you should have a clear picture of your unique value proposition. In other words, you should know what sets your business apart from all the rest in a way that is attractive to your target audience.

Why is This Important for PPC?

Because it will guide you when crafting the copy for each ad. Having clarity about what you can offer each user that other companies don’t, they’re more likely to click on your ad and eventually convert into sales.

Step #3: Set SMART goals for your PPC campaign

The previous steps will help you set data-driven, realistic goals for your PPC campaign. They make it easier to grasp what you want to accomplish with your business and what you can expect to accomplish with your PPC campaign, so now it’s time to put it all in black and white. When writing down goals, you need to make them SMART.

What are SMART goals, and how to set them?

SMART goals are goals which are:

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  1. Specific. Goals can’t be vague; they must be clear and focused on one thing at a time.
  2. Measurable, to make sure you can assess your progress over time by measuring performance and know with absolute certainty whether or not you’ve achieved them. You can make your PPC goals measurable by setting them in terms of PPC key performance indicators.
  3. Achievable, to ensure you’re not wasting time and energy on something that will not happen. You can assess this by looking at your present performance and at what successful companies have achieved in the past.
  4. Relevant, so that it’s worth pursuing.
  5. Time-bound, to give each goal a sense of urgency that propels you to work hard on them. This comes down to setting a well-defined timeline for your marketing plan.

Examples of SMART goals for PPC marketing campaigns

Here are three examples of SMART goal PPC marketing campaign:

  1. Increasing website traffic from PPC ads by 100% in the next quarter.
  2. Increase leads from PPC campaigns by 25% by the end of the year.
  3. Increase conversions from PPC-generated leads by 25% in the next six months.

Step #4: Define your PPC strategy

Now that you have your goals set, it’s time to plan how to reach them. This is where your competitive analysis comes in handy once again. By understanding what keywords and platforms your competitors use and knowing what works for them and what doesn’t, you’re better suited to craft the best PPC campaign in your industry.

The strategy will also depend on your particular goals since it’s not the same to want to increase brand awareness than to seek to increase conversions.

How to Define your Strategy Based on Your Goals

If your goal is to increase website traffic, you’ll want to focus on increasing your CTR and lowering your CPC. You can do this by identifying the right keywords for your campaign and creating more attractive ads for users.

If you’re looking to increase leads, you’ll want to target high intent keywords and create landing pages specifically for capturing leads. You’ll also want to use retargeting as a way of keeping top of mind with people who have already visited your website.

If conversions are your goal, you’ll need to ensure that the user experience on your landing pages is as smooth as possible. You’ll also want to bid more aggressively.

Step #5: Set a budget for your PPC campaign

Many businesses make the mistake of not setting a budget for their PPC campaigns, which can lead to runaway costs and little return on investment. It’s important to be realistic about how much you’re willing to spend on your PPC campaign and to set limits on what you’re willing to spend in each area. This implies defining three separate budgets:

  • Daily budget
  • Total budget
  • Budget per click

How to Determine Your PPC Budget

The amount you’ll want to spend on your PPC campaign will depend on a few factors, such as the size of your business, the industry you’re in, and how competitive it is. You’ll also want to take into account your goals for the campaign.

Three different models you can use to set budgets for your PPC campaign are:

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  • Prior-year-based budget: The budget is set at a certain ratio of the previous year’s total sales or the average amount sold over the last few years.
  • Industry-standard budget: The PPC marketing budget is determined following industry or competition standards and benchmarks.
  • Goals- and task-based budget: PPC budgeting is determined based on the planned marketing and advertising efforts.

Step #6: Define a timeline for execution, evaluation, and adjustment

Like any other marketing plan, your PPC campaign will require constant tracking and periodic evaluation to ensure that it’s on track and achieving the desired results. This means setting up a schedule for regular reviews and making adjustments as needed.




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20 Neuromarketing Techniques & Triggers for Better-Converting Copy

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20 Neuromarketing Techniques & Triggers for Better-Converting Copy

You know it’s emotions, not logical reasoning, that drives decisions, right? By evoking a particular emotion in consumers, you encourage them to take a desired action.

To elicit that emotion, you need a trigger. Where do you get that trigger? By implementing certain psychological principles to your marketing message.

Expert work with all those psycho principles in content is known as neuromarketing, and you’re on the right page to learn how to make the most out of it.

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What is neuromarketing?

Neuromarketing merges neuroscience, psychology, cognitive science, and marketing to understand and influence consumer behavior. It uncovers subconscious and emotional factors impacting choices.

graphic showing what makes up neuromarketing

Specialists use neuromarketing techniques to study the human brain and predict decision-making behavior. While critics insist neuromarketing is outdated and manipulative, it still benefits those defending it.

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🧠 Speaking of neuromarketing… Get our free guide >> 26 Brilliant Ways to Use Psychology in Your Copywriting (with Examples)

Why use neuromarketing?

Why apply neuromarketing techniques to your copywriting and other marketing activities? Here are some benefits:

  1. Better understanding of consumer behavior: Neuromarketing unveils emotions, attention, and memory triggers in consumer behavior, thus enabling the creation of impactful marketing messages.
  2. More effective ways to optimize website design: By studying eye-tracking data and user behavior, you can optimize design elements to encourage desired actions.
  3. Improved personalization and targeting: Uncover individual preferences and emotional triggers to tailor messages and offers for specific consumer segments.
  4. Enhanced content creation: Understanding how the brain processes information helps you craft compelling stories that evoke emotions and drive engagement.

Numbers speak volumes. According to the stats, neurological engagement can increase advertising effectiveness by up to 19%. We also know that 63% of users remember brands that tell stories, and 74% of consumers trust businesses more after reading positive reviews.

Neuromarketing examples in copywriting

You don’t need to be a scientist. By analyzing research insights, you can identify neurological responses, emotional triggers, and attention patterns influencing your target most. Apply them to tailor your overall marketing strategy and drive purchasing decisions.

Here are some examples of neuromarketing in action.

1. Two odd numbers in headings

The brain loves numbers: They make content more digestible and provide order to chaos.

Why two numbers? To double the effect: The first one grabs attention, and the second one explains why read the content.

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Why odd numbers? It’s about psychology again: Even numbers look friendlier, while odd ones are more thought-provoking. It doesn’t mean you should use only the odd numbers. Consider the effect (emotion) you want to evoke with your content.

neuromarketing example with two odd numbers in headlineneuromarketing example with two odd numbers in headline

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2. Questions in subheads

Online readers scan the content to understand if it’s what they need. Format subheads as questions to clarify what readers will learn, spark curiosity, and appeal to FOMO.

Questions encourage scanners to continue the investigation to ensure they haven’t missed anything and satisfy their social instinct.

neuromarketing example with questions in headingsneuromarketing example with questions in headings

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3. The Socratic method in introductions

Post three questions or statements in a row to engage users in communication.

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Why three?

The human brain grasps three the best, so the sequence of three makes it easier to remember the information. Writers do love the Rule of Three: It builds the rhythm and keeps readers glued to your message.

neuromarketing example using socratic methodneuromarketing example using socratic method

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4. Power words and active verbs in content

Power words are persuasive and descriptive. They trigger an emotional response, make readers experience different states, and push them in particular directions.

Power words are adjectives indicating and explaining your statements. Like these:

power word example wheelpower word example wheel

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This wheel chart by Geoffrey Roberts shares 150+ emotion-triggering words you can use in your copies.

Also, power words are strong verbs that add action to your message.

neuromarketing example using power words in copywritingneuromarketing example using power words in copywriting

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📚 Free guide download >> 135 of the Best Words & Phrases for Marketing with Emotion

5. Sensory language when appropriate

Sensory words are lexical items appealing to the human physical senses. When reading the content with such words, users “see,” “hear,” “touch,” “smell,” or “taste” it.

Sensory words are powerful because they paint scenes in readers’ imagination. They activate the somatosensory cortex, making us recognize these words faster. Sensory words make readers feel as if they are in your story, thus remembering your message better.

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neuromarketing example using sensory languageneuromarketing example using sensory language

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Remember to use these principles ethically and transparently, respecting consumer trust and expectations.

20 neuromarketing principles to encourage desired actions

With the above emotional triggers in mind, include the following neuromarketing principles in your copywriting to make it work.

1. Authority

Position your brand as an industry expert through research findings, data, and credible collaborations.

Why do you think influencer marketing works? Users subconsciously believe famous people can’t go wrong because they choose the top products/services for themselves.

But: Authority isn’t only about top celebs with millions of subscribers on social media. Think of micro- or nano-influencers: They have the most loyal audience. Collaborate with experts in your niche: CEOs, top managers, or specialists who know what they talk about.

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2. Common enemy

Struggling with a common enemy unites people. It’s not only about physical enemies but pains, complexes, or bad habits, as well. Concepts like hunger, poverty, diseases, or climate change are also here.

What’s your brand’s mission? Is it socially responsible?

Users are loyal to businesses that align with their identities and share the same values. Prescribe this element and incorporate corresponding meanings into your content strategy.

Create a positive ethos for your brand: Why does it matter? Why should people listen to your message?

neuromarketing technique of common enemy in copywritingneuromarketing technique of common enemy in copywriting

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3. Consistency and commitment

Encourage commitment through regular communication, loyalty programs, and subscription services.

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The more you interact with a customer, the more they trust your product, service, team, or individual specialist. The challenge is to establish a productive interaction and get a response.

You can initiate a dialog in messengers, newsletter emails, or online chat. Tests, quizzes, and other interactive content also work.

4. Cross-marketing

This trigger is about the intersection of several target audience segments. Organize your content so website visitors see your minor products with major ones.

In ecommerce, we know this trick as “You may also like” or “Buy together:” When examining a product description, a customer sees related items they might also want to buy.

Informative or educational websites address the same principle with content elements like “Related articles,” “Extra read,” “Editor’s Pick,” etc.

neuromarketing copywriting technique of cross-marketingneuromarketing copywriting technique of cross-marketing

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5. Framing

Different framing techniques impact perception:

  • Comparative framing: Highlight superiority over competitors.
  • Loss aversion framing: Use phrases like “limited time offer.”
  • Goal framing: Present your product as a solution to specific goals.
  • Attribute framing: Highlight appealing features.
  • Time framing: Encourage immediate action by prescribing deadlines (“today only,” “first three subscribers will get…,” “two hours left,” etc.)

6. Flattery

Incorporate genuine praise or appreciation to build rapport. Personalized emails and positive feedback boost customer loyalty.

Incorporate genuine praise or appreciation to build rapport. Personalized emails and positive feedback boost customer loyalty.

You can personalize a customer by name, profession, age, social status, or hobbies. It is realistic to find a suitable appeal for every niche and customer segment.

When a subscriber, prospective client, or webpage visitor sees a familiar hook, they subconsciously realize you’re talking to them.

neuromarketing technique using flattery in copywritingneuromarketing technique using flattery in copywriting

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Their response to a personalized greeting will be faster and warmer than to generic wording.

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7. Greed

Appealing to one of the core human weaknesses helps boost engagement and raise sales. Promotions, discounts, and contests encourage prospective customers to open their wallets.

Greed pushes subscribers to invite friends to groups, repost social media content, and share links. Spontaneous purchases are also here.

Palmary examples of using this neuromarketing principle: Black Friday and Cyber Monday campaigns most brands organize.

8. Herd behavior

Every person is a unique individual, and no one wants to recognize themselves as part of a so-called “herd,” but:

Social instinct is among the top three basic ones, so we can’t resist appreciation and a sense of belonging to some group. Most websites appeal to this instinct with messages like:

  • “100,000+ downloads already”
  • “Rating: 4.5/5 stars”
  • “With over 300k subscribers and 4 million readers, we are…”

When a user sees such messages, they subconsciously approve your offer. After all, so many people can’t be wrong, huh? So, everything is okay with the product/service you have for them.

9. Intrigue

This one is like cliffhangers in a movie series, cutting off episodes at the most intriguing moment to motivate the audience to come back and watch the next one.

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A few examples:

  • In next week’s video, I will tell how I’ve my first 100 thousand subscribers.
  • I’ve become popular by a happy accident, but I will talk about it a little later.
  • I have to pause now; please wait for the second part in tomorrow’s release.

10. Justification

It is easier to push a site visitor to the desired action if you explain the why’s behind it. Reveal all the benefits of purchasing in this particular place and time.

Collect all available arguments and added values. Simplify messaging, designs, and instructions to minimize cognitive load.

11. Instant benefit

A sales funnel is a core marketing instrument, but sometimes it’s possible to get loyal clients once they land at your website. Think of a perk (a here-and-now benefit) to offer to visitors:

A free template, checklist, or ebook can become the lead magnet to hook a user to stay with you and become your client.

instant benefit neuromarketing exampleinstant benefit neuromarketing example

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12. Novelty

Appeal to the brain’s attraction to novelty by introducing innovative elements and collaborations.

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Please note that the word “new” itself doesn’t work. The trigger will do the job if your offer is truly fresh, unusual, and unique. Think of it as your UVP (unique value proposition).

What makes you different from competitors? What can you do for a customer that they don’t?

13. Reciprocity

The principle of reciprocity suggests that when you provide value to your audience, they are more likely to engage with your brand. Offer free resources, trials, discounts, or personalized recommendations.

The catch is you’ll ask something in return. For example, an email address to send informative newsletters with compelling content, encouraging to buy.

But remember: Reciprocity works when used right. It’s critical to know your limit, especially today when the audience is fed up with tons of “gifts” and offers they find in inboxes daily. Being too aggressive with marketing messages, you risk unsubscriptions and negative reactions.

Be honest and write about what you’ll send users once they share emails with you.

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14. Result

The common example is content assets presenting “before” and “after” to users. Photos or videos demonstrating how your product works do the magic!

The trick is to present everything in as much detail as possible so that people can see the difference between the first and second versions.

“Before” and “after” is not the only way to demonstrate results. Case studies do wonders in all niches, too. Working with the same principle, they are the format where you can show results with a text.

neuromarketing technique example of showing resultsneuromarketing technique example of showing results

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15. Scarcity

Create urgency through limited availability tactics. Ethically use limited quantity, time-limited offers, and scarcity techniques to drive action.

It’s about FOMO again: People don’t want to miss an offer that will be unavailable soon.

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Two options here: 

  1. It’s a super popular product/service of extra quality.
  2. It’s originally for a narrow circle of “chosen ones.”

Scarcity works with any restrictions: color, features, time, date, quantity, cost, etc. When using this trigger, it’s critical to keep your word. If sales close tomorrow, that’s what should happen.

16. Social proof

Use testimonials, endorsements, ratings, and reviews to establish trust and credibility.

Testimonials remain the most popular social proof, but it’s critical to make it trustworthy. Today’s users aren’t as naive as some marketers continue to believe: They won’t trust comments from John Doe with stock photos in avatars.

Share reviews from real people: Make videos, provide active links to their social media profiles, use signed and stamped thank-you letters from partners, etc.

Another instrument to boost social proof for users is your contact information. Many websites hide it, placing nothing but a standard contact form instead.

Wrong.

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It hurts E-E-A-T factors and kills user loyalty and trust. Your address, phone number, email, and active social media accounts are worth placing on the website.

Certificates, ratings, budges–all they confirm your expertise and emphasize your responsibility and integrity in customers’ eyes.

social proof neuromarketing examplesocial proof neuromarketing example

17. Specifics

It’s still an issue for many websites. They continue generating vague content assets, bringing words but no value.

Compare:

  • “We sell the best windows in Chicago!” 
  • “Our energy-saving windows keep 93.4% of heat in your apartment.”

Yes, the example is a little hackneyed, but numbers and facts work better than sophisticated metaphors when it comes to converting traffic into leads.

Even if your niche is info products, customers want to know how long it will take to get results.

18. Storytelling

Harness storytelling’s power to evoke emotions, build connections, and make your brand memorable.

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The human brain operates with stories:

  • It retains 70% of information through them, while only 10% comes from data and facts.
  • It responds better to narratives as they activate brain areas responsible for experiences.
  • Combining data with a story increases info retention from 5-10% to 67%.

The secret is that stories don’t impose anything but, at the same time, bring the right idea to readers. Your task is to build a story in a way readers would choose your business over the others.

storytelling neuromarketing examplestorytelling neuromarketing example

19. Upsell

This trigger serves a specific purpose: Make a customer buy more than they planned.

The oldy-moldy “Buy two–and take the third one for free” hook still works, grabbing even the savvy customers who understand the trick. Indeed, it’s hard to resist the temptation to get a free product.

20. More emotional triggers

Here are some additional emotional triggers you can use in your copywriting:

  1. Trust: Building credibility and reliability.
  2. Fear: Tapping into common anxieties or concerns.
  3. Belonging: The need to be part of a community or tribe.
  4. Curiosity: Piquing interest to learn more.
  5. Pride: Targeting one’s self-esteem and accomplishments.
  6. Guilt: Reminding the audience of a problem or responsibility.
  7. Urgency: Creating a sense of limited time or availability.
  8. Relief: Offering a solution to a problem or pain point.
  9. Anticipation: Building excitement for what’s to come.
  10. Validation: Confirming a reader’s thoughts or beliefs.

Use neuromarketing responsibly

Neuromarketing offers powerful techniques to enhance your strategies, resonating with audiences. Apply emotional triggers and psychological principles to SEO content and promo campaigns, and the result will surprise you.

But remember: Not all principles are universal, so do your best to test and iterate what works best for your audience.

Explore deeper insights, such as subconscious cues and neural engagement, to refine your strategies further.

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About the author

Olesia Filipenko is a seasoned content writer who offers ghostwriting, SEO writing, and blogging services. She works with B2C businesses, providing digital marketing content that increases their search engine visibility. Check out her website WritingBreeze or her LinkedIn to learn more.

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How To Implement Geotargeting in Your PPC Campaigns

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An illustraiton of a map of the world with a person aiming a dart at it

Geotargeting has been around for well over a decade, but its recent developments have made it a game-changer in helping marketers reach the right audience and boost online traffic. 

Companies all over the world use geotargeting for their pay-per-click (PPC) marketing campaigns to strengthen their strategy and drive new leads. Large corporations like Target and Walmart use geotargeted campaigns to contest against competing establishments.

In this article, we’ll explain what geotargeting is, what it means for your business, and how you can implement a successful strategy.

What is geotargeting?

Geotargeting refers to the practice of pinpointing specific locations within paid search advertising. This approach enables brands to home in on specific users, based on certain attributes and demographics, leading to a more personalized user experience, while avoiding wasted clicks for your business.

The Importance of Geotargeting in PPC Campaigns

Say you’ve burst a tire. Geotargeted advertising allows you to search for tire companies relevant and convenient to your location, instead of suggesting the No. 1 tire provider in the United States. This strategy enables local businesses to grow and proposes direct solutions for consumers. 

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Geotargeting is important for all business types but B2C organizations are likely to benefit the most. Google’s enhanced map search means consumers can discover local businesses in the area, raising brand awareness and generating new trade opportunities.

For B2B companies, location-based marketing allows them to geotarget city areas with a high volume of established organizations, such as business parks. This avoids wasting advertising budget in nonessential areas. SaaS businesses, on the other hand, should consider geotargeting with a focus on countries as opposed to specific locations.

It’s important to have some sort of geotargeting in place to avoid reaching irrelevant customers and wasting your budget.

Key Benefits of Geotargeted Advertising

Geotargeted advertising is the key to a strong PPC marketing campaign as it has many advantages to offer businesses. Some of the plusses include:

Enhanced Personalization

Ads perform better if they resonate with consumers. The precise nature of geotargeting means businesses can market to hyper-specific audiences and tap into the culture of a locale. According to McKinsey’s Next in Personalization report, 76% of consumers say they’re more likely to purchase from brands that personalize their content. By customizing geotargeted copy to consumers from various locations, you can achieve better click-through rates, cheaper cost per click and gain more relevance on your ad rank, which plays a significant factor in how Google determines your search engine results rank.

Cost-Effectiveness 

PPC advertising can be expensive. Every time an irrelevant consumer clicks on your ad, it eats into your budget. Geotargeting allows you to control costs and stay within cost parameters. If your business only provides services within your region, you won’t benefit from promoting your brand elsewhere. With this location-based marketing solution, you can save money and ensure you reach the right customers.

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Map Feature Perks

Geotargeting your ads is the only way to gain relevance on map applications. When local neighborhood or city consumers conduct a map search, geotargeting allows you to show up as an option for popular mobile apps, such as Google Maps and Yelp.

Setting Up Geotargeted Advertising in Google Ads

Thinking of implementing geotargeting into your PPC campaign? Here’s how you get started:

Step 1: Define Your Budget and Target Audience

The first step to creating a PPC geotargeting strategy is to set your spending boundaries and identify your intended audience. When breaking down the key aspects of your brand’s ideal consumer, don’t stop at “who.” Consider:

  • Occupation: What industries are they likely to work in?
  • Age: What age range are your ideal consumers?
  • Lifestyle: Are they married adults, parents, students or someone else? 
  • Online activity: What time of day do they tend to be online?

Breaking down your target audience will help you segment your audience and identify common attributes towards which you can focus your efforts.

Step 2: Identify Relevant Locations

Use your own data to determine which locations are the strongest for your brand. You can then target regions that achieve the highest basket value (for e-commerce companies), or the areas that produce the strongest leads.

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Step 3: Use Google Ads Targeting Features

Before Google’s ad targeting features entered the picture, businesses would target generic locations, like downtown areas. With Google’s advancements, marketers can refine their strategy to reach consumers with specific attributes. There are multiple audience-targeting features you can use for a successful PPC campaign:

Location targeting options: Filter by state, country, city, zip code, DMA and language. It’s always recommended to use a geofilter for campaigns.
Advanced targeting techniques: Filter by income, parenthood, education, business size, hobbies and interests.

Step 4: Customize Ad Content for Various Locations

Make sure to tailor your ad collateral where possible. Adapt your campaign’s copy and imagery to align with the values of the locale you’re targeting. For example, you might mention the Cubs when addressing Chicago audiences. Region-specific references will help endear consumers for better conversion.

Step 5: Track and Measure Performance

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It’s essential to note that geotargeting isn’t simply the silver bullet to generating leads. It’s an incredibly effective tool that’s leveraged through careful customer analysis, thorough strategic insight and unification of the content, keywords and geography.

Aim to check in and make adjustments to your campaign on a daily or weekly basis. If you’re spending less than $1k per month, then weekly will suffice. Any more than that, you should consider checking daily. Only by being proactive can you expect to receive exceptional results from your PPC campaign.

Integration Within Your Overall Marketing Strategy

Geomarketing complements other marketing channels, like email, social media and SEO landing pages. SEO and PPC helps to boost traffic and gain more attention to high-value content. PPC ads, when run alongside social media and email channels, helps to run a broad campaign around a particular trend or holiday.

Geotargeted PPC content lets users follow up on your promotions online after seeing them advertised elsewhere. Making your content easy to find will help build customer engagement on your site.

Best Practices for Geotargeted PPC Advertising

You don’t need to learn geotargeting the hard way. Some helpful tips to get you off on the right foot include:

  1. Start With Geotargeting — Then Expand
    If you’re getting started with geotargeting, try to avoid overcomplicating things. Stick to areas with the highest sales interaction before expanding. Say you’re planning to promote your services across the U.S.; consider beginning with the top 10 highest-performing states based on your company’s sales and engagement insights to set the foundations. 
  2. Translate Your Content
    If you want to target audiences in Germany, you may want your copy to undergo German localisation before launching your marketing campaign — and better sooner than later. Although English is a shared language among many countries in the world, copy and keywords in your target audience’s first language makes your content more likely to reach consumers through the search engine. It also allows you to convert local audiences by connecting with them on a first-language basis.
  3. Pick 3 Key Audience Attributes
    Once you’ve created a clear geotargeting strategy, the next step in optimizing your search engine outreach is to segment your customer base into 3-5 common attributes. You might expect your audience to be in higher education, have children or work at a large-scale company. Identifying these features enables you to target specific types of individuals that match your brand’s vision of the ideal customer.

Major Takeaways

Geotargeting is the number one way to optimize your PPC campaign, regardless of whether you’re working with a six-figure monthly budget or a thousand-dollar one. It saves wasted clicks and valuable budget, ensuring your business attracts consumers that successfully convert sales. 

Whether you’re looking to reduce costs, stop overspending, or want to stretch your limited budget further, this location-based marketing approach provides an all-encompassing solution for your PPC initiatives.

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Eric Bush is director of Paid Search at Brafton



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Critical Display Error in Brand Safety Metrics On Twitter/X Corrected

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Critical Display Error in Brand Safety Metrics On Twitter/X Corrected

In a recent public statement on Twitter, Linda Yaccarino, CEO of X, highlighted a critical error in the display of the company’s Brand Safety Rate which was provided by DoubleVerify, a third-party company known for verifying brand safety metrics.

The error, identified in the graphical display of the Brand Safety Rate on X’s dashboard, persisted for nearly five months, from October 24, 2023, to March 14, 2024. During this period, the dashboard erroneously displayed a significantly lower Brand Safety Rate, which sharply contrasted with X’s actual rate. According to the statement, the true Brand Safety Rate for X has consistently exceeded 99.99% since October 2023, a figure that surpasses global benchmarks for brand safety across all campaigns, as per DoubleVerify’s global industry data.

Brand Safety Rate refers to a metric used to measure the extent to which a brand’s advertising efforts appear in environments that are deemed safe and appropriate, aligning with the brand’s values and standards. This rate is crucial for ensuring that ads do not appear alongside content that could harm the brand’s reputation.

DoubleVerify has accepted full responsibility for this oversight, acknowledging the display of incorrect and misleading safety rates on X’s dashboard. They have assured that they have communicated the error to the affected advertisers and have corrected the display to accurately reflect the current and retroactive Brand Safety data for X.

Yaccarino assured advertisers on social media platform, that immediate actions are being taken to rectify this issue in collaboration with DoubleVerify to ensure that all clients receive accurate and reliable information. She also mentioned that the X team, along with DoubleVerify support, will reach out to advertisers who may have made business decisions based on the erroneous data.

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This situation underscores the critical importance of accurate data representation in digital marketing and the potential consequences of data inaccuracies on business decisions. It serves as a cautionary tale for all involved in paid social advertising and emphasizes the need for continuous vigilance and rigorous verification processes to maintain the integrity of marketing metrics.

Of course this follows a number of issues where paid social advertising platforms have shared incorrect data with advertisers leading to concerns about measurement accuracy and transparency. 

Here are a few notable examples:

Facebook Video Metrics Issue: In 2016, Facebook admitted to overestimating average viewing time for video ads on its platform for two years. This error reportedly inflated the average viewing times by 60-80%, which could have misled advertisers about the performance of their video ads on the platform.

Twitter Ad Billing Error: In 2016, Twitter disclosed a bug in its Android app that led to overcharging advertisers over a month-long period. The bug affected campaigns using the feature that charges advertisers for the first engagement with a campaign each day but instead charged them for engagements that occurred afterwards as well.

These incidents highlight the importance of accuracy in digital advertising metrics and underscore the need for ongoing vigilance by both advertisers and platforms to ensure data integrity and transparency. Such errors can have significant financial implications and can affect strategic decisions made by advertisers and we can’t always trust the data shared with us by platforms 100%.

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