We remember this story from a few years ago, though it's still relevant today. It's about a young hipster who wanted to work at one of the iconic digital design firms in NYC.
The hipster, wanting to show their technical expertise and understanding of web marketing, ran Google ads using the names of each of the Creative Directors in each of the respective design firms.
The premise of the effort was based upon the vanity of each of the individuals they wanted to attract to their website. They correctly assumed that any of these, let's say ten, design directors would likely Google their names peridoically to see what turned up on a Google search for themselves. Have you ever Google'd yourself to see what the results would be? If not, then perhaps you either:
- aren't as vain as those of us who have, or
maybe haven't published enough (or been written about enough) for things about you to turn up.
But evidently, this person banked on the fact the folks they wanted to attract WOULD Google their own names to see what the results are. (These days of course, it's a common pre-dating practice.)
So if Sam Winthrow (not the real name of the person in this experiment) was one of those ten Creative Directors whose attention the hipster wanted, s/he "bought" that name through Google Ads, so the "Sponsored" link would appear either at the top of, or right side, of a Google results page (as shown above).
Often, a popular phrase, like "Columbus web design, " can cost about $3.50 per click to get at the top of the paid ad listing, while others, like "Luxury Yacht," or an expensive phrase for a medical device can go for $75 a click.
But traditionally, someone's name isn't something anyone would want to buy a Google Ad for, so they're dirt cheap, as little a a few cents per click/per name.
So the names for the Google ads for Creative Directors of the companies they wanted to work for, would go for a few cents per name.
So this person's budget to attract Creative Directors was: ten names, at maybe 3 cents per name/per click, times however many clicks the Creative Directors clicked on their respective Google ad to get to that person's website to see their portfolio (which is usually once) = the cost for this strategic effort. If we recall, their entire budget was less than $6.00.
And what did they get for their $6.00 investment? Four interviews with four of the design firms they targeted, and two job offers. So the ROI on their $6.00 investment, was, say, $60,000 the first year. Pretty damn good.
They only drawback to the method of using Google ads to reach your intended target, was you had to wait for one of those individuals to do a Google search for themselves. Though for this person it worked beautifully.
Now just as Sam Winthrow isn't the name of one of the Creative Directors, Julie Smith wasn't the name of the individual who conducted this brilliant targeted marketing experiment, we just used those names for our example.
Perhaps you're wondering how can you make this type of targeting can work for you or your company, yes?
We came up with a variation on this which doesn't require waiting for the day (that the person you want to reach) Google's themselves. With the variation we came up with, you reach out to them and intrigue them with a token gift and a personalized URL on your website. That URL which would have that person's name on it, which would take them to a personalized page on your website.
That was our version of this Google ad example.
A description of how it works was outlined on our website here.