Tag Archives: cpv

Get Their Attention In 4 Seconds or Less

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Another way to look at PPV marketing is interruption marketing.  That’s essentially what you are doing is interrupting them in the middle of their web surfing session and popping an ad in front of them.  What you have to say had better get your point across, and do it quickly.  Let me introduce you to the Golden Rule of PPV Marketing…

Get Their Attention In 4 Seconds or less.

That’s right, only 4 seconds.  That is the average amount of time it takes a user to mouse up and close the pop-up window or click “skip” on your interstitial ad.  Doesn’t sound like very much time?  It’s not.  That’s why you have to do everything in your power to keep them on the page and engage them before habit takes over, which is to close the window.  How do you get their attention?  Here are a few ways.

1. Audio

You can only use audio on your landing pages on two of the major PPV networks: Traffic Vance and Lead Impact.  Traffic Vance doesn’t have too many restrictions on audio, they are quite lenient.  However, Lead Impact requires that there be clearly visible controls to pause or stop the audio.  This is simple to do if you have the right software on your landing page.  The audio player I see being used the most often is Nifty Player.  It is lightweight, fast-loading, and you can have the controls on the page or keep them invisible if you choose.

2. Flashing Graphics

Take some cues from the animated flashing .gif banners that you see used on many of the blogs in this industry (like this one!).  It is super easy to make a 2-5 frame flashing .gif banner using Photoshop, but that’s a topic for another post.  There’s a great tutorial you can read here.  You can use this tactic to make flashing headers, blinking call to action buttons, and moving arrows to get the attention of the user quickly.

3. Use Opposing Colors

One way to catch the eye is to use opposing colors.  Using this color wheel you can easily pick colors on the opposite end of the spectrum, which makes pages much more eye-catching.  You probably don’t want to do anything too abrasive, like use one color for the background and then another for the text, that would just be annoying.  What you can do is use them for different buttons, arrows, or calls to action on the page.  Or when you make your animated .gif files you can use opposite colors and flash between them for maximum effect.

Using one or all of these tactics is a great way to get the user’s attention in 4 seconds or less.  Try these out, and you will definitely see a difference in your conversions.  Just put yourself in the mind of your user and ask yourself, “Would I close this window in 4 seconds?”

Day Parting & Campaign Caps with Zango

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Have you ever been testing out a new PPV campaign with a budget of $25 a day and found that it’s all used up before 5pm?  This is one area that PPC withGoogle AdWords has spoiled us: you can choose whether you want Standard or Accelerated ad spend, and with Standard it will evenly price out your clicks through out the day.  Most PPV networks do not do this.

Today I noticed that with Zango you can actually do day parting, which is choosing which hours of the day you want your ads to be displayed.  I wouldn’t necessarily recommend turning this on right away if you are testing a new campaign, but it certainly is handy if you are blowing through your daily budget without getting any conversions.  In many verticals, it is not until the evening hours that they really start converting.  People are home from work, kids are home from school, people are surfing the net without worrying about the boss looking over their shoulder.  Besides, it’s more likely that the home computer is where the AdWare client is installed anyway.

To do this in Zango, just login to your account, click on the campaign name you want to add day parting to and click Edit Campaign.  Right above the Save Changes button you will see a new link called Advanced Options.  Click this and it will pop up a window with all the different days of the week and hours of the day.  You can also turn specific days of the week off, like if you only wanted to run your ads during the weekend.

Along with day parting, there are also Campaign Caps on this menu.  This will let you set a daily budget for specific days which overrides the Campaign-level daily budget.  This is great if you are finding that certain days provide a large amount of conversions, and you want to crank up the ad spend to take advantage.

It may not seem like much, but little tools like this can really help you optimize your campaigns and squeeze every last bit of ROI out of your PPV traffic.