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[Case study/method]Disrespect gets you CTR and conversions!

Discussion in 'BlackHat Lounge' started by UrsuAke, Apr 29, 2014.

  1. UrsuAke

    UrsuAke Power Member

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    Disclaimer: Don't try this method for a long term business or venture, that's why I posted this on the Lounge. You have been warned.


    This is an informal case study/method, this isn't some groundbreaking discovery and I don't know how much it will help the BHW community but I felt like sharing this information. I will not disclose names because I don't want to advertise anything (not even indirectly), also no printscreen or other proof will be provided. That being said, let's get on with it: two months or so ago, a friend of mine asked if I could help him with marketing some digital products via PPC. Can't say the exact niche but it's related to marketing, I can only say that the products are legit and helpful.

    So, besides posting those products on clickbank, amazon and other places, we started with PPC advertising for his landing pages. Here's what we did.

    Step 1: Google Adwords, legit campaign, straightforward stuff, nothing unusual.

    Step 2: Other PPC Ad networks.

    This is where it gets interesting and this is where the method is. The networks aren't important, any PPC network that can deliver targeted real human clicks will do, but you need to check with them how much you can get away with regarding the message displayed.

    First off we started with choosing the niches of the sites we were going to place banners on. Of course we needed marketing related blogs and sites. Secondly we used a similar campaign to Google Display as in call to action. We optimized the campaign for a lower CPC than the Google Adwords display campaign. Nothing WOW so far...

    We did some A/B testing with multiple banners and ran some mini tests for about a week. We chose the best working campaign profile and put it on full throttle.

    The results after 1 week:
    • around 750.000 views
    • around 0.07 CTR
    • 0.05 conversion rate from those 52k-53k clicks -> around 2500 conversions

    So the results were decent given the budget spent, but the stats were lower than the Adwords campaign.

    One evening we got together to see what we could improve on the campaign, and due to the fact that the ladies were out, we ended up getting pissed drunk. So we started talking and discussing all sorts of moronic and retarded ideas. One of which was "dude, what if we make our banners ridiculously disrespectful and insulting to users"... and one thing led to another. The point is that, next morning we had a display campaign for one product in particular, live on those PPC networks with messages like:

    "Hey... psst... YO! You suck! Click Here and tell us a thing or two!!!"

    "From all the morons out there, you're the only one dumb enough to click this banner"

    "You put the "tard" in retard! Click here and find out why"

    And so on... I have to mention that we didn't use curses or very graphical language and the first sentence in the landing page would be a spin. For example, for the "tard" banner we would start with something like: "Well ok, you're not a "tard". You're actually very clever, and this is why...." (bold and big fonts for that opening statement).

    Once we got sober and saw that campaign, we got stressed that we're pissing money away but somehow we managed to agree just to leave the campaign until it gets shutdown by the network or until a certain budget is consumed. Also, we thought really hard if we want to run this products for a long term or if we care about the negative rep we'll get for those products if we market them this way, the conclusion was, we couldn't be bothered. The campaign never got shut down by the network.

    So the campaign ran for about 5 days, here are the results:
    • around 550.000 views
    • around 12% CTR!!!!
    • around 3.4 conversion rate

    We were speechless. Of course we ran similar campaigns ASAP on the rest of the products, we saw improvements on CTR and conversion rate but nothing that dramatic (an average was at around 6-9% CTR and 1.5-2 conversion rate).

    So, here it is. Hope it helps you guys in a distantly remote way. If not, at least this thread is not made to ask advices on why my wife isn't talking to me or how to invest x.xxx$ in IM.

    Keep your monkeys in your papal YO and never stop playing. IM is all about testing ludicrous ideas and thinking outside the box.
     
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  2. BassTrackerBoats

    BassTrackerBoats Moderator Staff Member Moderator Jr. VIP

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    Absolutely one of the stupidest ideas I have ever seen!!!

    And freaking Genius!

    I am off to create a PPC campaign for one of my sites that I know will rock!

    +Rep, OP, +Rep!

    ***************I also suggest this goes to JR Vip Section****************
     
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    Last edited: Apr 29, 2014
  3. abhi007

    abhi007 Jr. VIP Jr. VIP

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    have bookmarked your thread for future use...
     
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  4. sturose

    sturose Power Member

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    You just have to love this one, thats why this site is so great.

    I guess within the next couple of days I'll see lots of banners across the internet with "HEY!!! Yo Dumb Ass CLICK MEEEEE"
     
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  5. netmoney1

    netmoney1 Executive VIP

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    Some of the best ideas are thought of after a beer or 25...
     
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  6. UrsuAke

    UrsuAke Power Member

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    Thanks man. Coming from you... it's a big ass thanks! I wanted all users to benefit from this so I posted it in the lounge :)

    Thanks.

    Well this won't work for everything. That's the catch... If you do this for a legit business and or a long term venture/product you'll end up getting burned by all that negative reputation. This works only for churn and burn projects, it's kind of a black hat SEO for PPC. Think about the SEO strategy for a "payday loans" keyword...
     
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  7. UrsuAke

    UrsuAke Power Member

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    And some of the dumbest you end up regreting too...
     
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  8. sturose

    sturose Power Member

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    I'll bet someone still tries this for a main legit site though.

    I might try this for a couple of offers for a laugh.
     
  9. UrsuAke

    UrsuAke Power Member

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    Hope it works for you as well. But remember, ABT!

    Always be testing!

    Remember everything must have a logic behind it. Be obnoxious with the text, insult them, but never go too far and always have an incentive for them to click, also a good spin, without it it's pointless. It's psychology, learn the basics, it will help a lot.
     
    Last edited: Apr 29, 2014
  10. WebLab

    WebLab Junior Member

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    :bsflag::sucks:
     
  11. mickyfu

    mickyfu Jr. VIP Jr. VIP Premium Member

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    You forgot to mention some of the worst ideas are thought of after a beer or 25.
     
  12. abhi007

    abhi007 Jr. VIP Jr. VIP

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    you gotta be kidding us......
     
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  13. miedy

    miedy Senior Member

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    aren;t networks disapprove naming banners?
     
  14. UrsuAke

    UrsuAke Power Member

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    You can add text to banners. What do you mean by naming banners?
     
  15. UrsuAke

    UrsuAke Power Member

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    Maybe, maybe not :)
     
  16. Trepanated

    Trepanated Supreme Member

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    @WebLab

    Someone just shared a REALLY innovative spin on advertising, which he has tested and seen great results for and this is your response?

    Some people.

    Edited to remove the gif - didn't want to crowd the thread with it.
     
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    Last edited: Apr 29, 2014
  17. The Scarlet Pimp

    The Scarlet Pimp Jr. VIP Jr. VIP Premium Member

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    this is akin to what the "rich jerk" did several years ago...
    (recall his "offensive" ads?)
     
  18. MrBeastsOnToast

    MrBeastsOnToast Jr. VIP Jr. VIP Premium Member

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    MIND BLOWN.

    12%?!

    The message you have entered is too short. Please lengthen your message to at least 15 characters.
     

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  19. madoctopus

    madoctopus Supreme Member

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    Is based on intrigue. There are psychological triggers, intrigue being one of them. I like your particular phrases lol. You just need to have a message with which pretty much anybody can identify himself. That works probably better. Reason why "disrespect" works is because many internet users are morons and very jumpy. So they get offended by the ad. In real life they're the people that would actually jump up offended if you'd say to them "you're a moron".

    You might want to try intrigue in its pure form though. For example make a statement that is valid 100% of the time but frame it like its a rare exception and attach some meaning to it. Example:

    - If you click using your index finger, you're 18 IQ points dumber than the average person.
    - Is your palm larger than your face? You might be a sex god, study shows.
    - Your pubes are worth $12000. Find out how!

    Whatever... Thing is, you can apply the principle to whatever niche you're in. For example if you have a site about poker you can make up crap "facts" about it. Example:

    - Study shows, counting in reverse will improve your win ratio at poker.

    And so on... Obviously you need to split test to get at the best ones.
     
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  20. UrsuAke

    UrsuAke Power Member

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    I think he was my inspiration. Somehow maybe the booze triggered some random memory access of discarded information in my brain :)