PPC 101: A Crash Course in Pay Per Click Advertising

PPC 101: A Crash Course in Pay Per Click Advertising

By Marty Schneck,June 28, 2016

What? What is… what is this thing? PPC?

We often write about PPC here at eZanga. After all, eZanga specializes in online advertising, and PPC is a huge part of advertising. You’re probably here because you want to know what the heck it is. Or perhaps you need a bit of a refresher or overview.

Well GOOD NEWS EVERYONE. We’re going to give you a little crash course in PPC. Welcome to PPC 101.

Use Color Psychology to Make Everyone Love You

Use Color Psychology to Make Everyone Love You

By Marty Schneck,November 16, 2015

Color psychology.

This is something that's so simple once you take time to understand it. People have studied colors for perhaps thousands of years. Colors evoke certain emotional and physical reactions in people, and we’ve only begun to understand this.

As a consumer, it’s really cool to understand why you're inclined to feel a certain way about a certain store or brand.

And as a business, this phenomenon can be used to create an identity for your brand, or portray emotions that you want your customers to feel. By incorporating a certain color in your logo, or plastering specific colors on your advertising campaign, you can create a simpler association for your customer to understand, based primarily on the emotions evoked by those colors.This can also do wonders when optimizing your Facebook profile, as well as your Twitter profile.

While this article focuses on color psychology as a whole, and uses logos and brands as main examples, you can extend this to more specific areas of marketing.

Benefits vs. Features: Sell the Hole, Not the Drill

Benefits vs. Features: Sell the Hole, Not the Drill

By Marty Schneck,November 11, 2015

Everyone loves buying things. At least, I know I do. Just recently I bought a sweet new camera.

When I showed my best friend and partner in crime, the first thing he asked was, “Why would you buy that one?”

Well…because the camera fit all of my needs.

My online search led me to a promotional video for Samsung, highlighting their new camera’s ability to take perfect, crisp selfies, with a screen that turns around so you can see what you capture. It showcased stylish amateur photographers easily carrying their compact, hipster camera. I could also share it with my phone and easily upload to Instagram or Facebook immediately after taking the picture. Perfect!

While the video listed a few features of the camera, the focus was on the user experience, and how those features could be used to benefit the people using the camera. This artsy camera will make my next trip or friendly outing complete.

Their tactic worked; I went with this camera. Other models focused on what the camera could do, rather than what it could do for me. Sure the other cameras “reduce image noise,” but I just wanted to share my delicious food with all my friends, and look cool doing it.

I wanted what the camera could give me, rather than the camera itself.

This situation shows why emphasizing the benefits of a product is infinitely more important that blatantly listing its features.

6 of the Best PPC and Pay Per Call Landing Pages

6 of the Best PPC and Pay Per Call Landing Pages

By Marty Schneck,October 28, 2015

The best landing pages use subtle psychological cues to convince your customer to act. The tricky part: these cues should vary between campaigns. Certain practices work best on mobile devices, and some work best exclusively on call campaigns. Designing the most successful landing page requires discipline, practice, and testing.

5 Pay Per Call Myths You Should Ignore

5 Pay Per Call Myths You Should Ignore

By Marty Schneck,September 2, 2015

The majority of digital marketers pay for online advertising by the click, but paying per call may be more beneficial for your business. Each has its place in the marketing mix, and each can help you reach a certain type of customer.

But many people still have their reservations about pay per call. Why pay per call when you can pay less for a click and achieve the same thing? And can’t you just put your phone number online and in the phone book yourself, and call it a day?

Hold up. Before you count pay per call out entirely, let me expel these rumors with some Mythbusters: Pay Per Call Edition. Hopefully then you’ll reconsider.

How to Pay for Digital Advertising: The Pros and Cons [Infographic]

How to Pay for Digital Advertising: The Pros and Cons [Infographic]

By Marty Schneck,August 26, 2015

We often sing the psalms of PPC advertising here at eZanga. After all, pay per click is the most common form of digital advertising. When you’re faced with the decision to advertise, however, relying blindly on PPC can hinder your growth.

But it takes time to research and understand other methods of online advertising. And the majority of marketers simply don’t have the time.

Lucky for you, I did have some time. So I did it for you. Here’s a quick run down of the pros and cons of pay per click, cost per action, pay per call, and cost per mille advertising.