In a world of ever-shorter attention spans and when the ad space is ever more polluted with “me too” messages, it’s hard to get a message out to lots of people at short notice and low cost.
One method is what I’m loosely calling “guerilla PPC” – something we’ve been trialling ourselves with interesting effects.
The principle runs thus:
- Take the day’s biggest news story
- See if anyone is running PPC against it already
- If not, fire up a quick and dirty campaign
- Try and tie it back to brand messages
- Take some exposure, some traffic and (perhaps) some links / coverage
- You can get uncontested presence on big volume terms at relatively low CPC levels
- You might get a little bit of positive buzz within the industry
- You associate your brand with humour and wit
- Might not fit with your existing brand messages
- Some news stories are just too risky to touch
- Response rates are likely to be pitiful unless backed up with landing pages/actions etc
- Must be repeated over time to get the necessary exposure to actually build a brand
Should you bother?
In the main, there is little actual tangible benefit, but a little skit can put the brand in front of tens of thousands of people for an actual cost of a couple of quid. It drips a brand message in front of them and every little helps when you’re in the establishment phase.
But perhaps most importantly of all, it gives you a little something to smile about on days full of horrible news.