Perry Marshall, a top authority in the Google Adwords space & long-time student of marketer Dan Kennedy, has been proactively marketing his one-cent book...View More (plus shipping) deal using display ads since around this time last year (Summer 2013). I've put together a compilation of some of these ads, all of which have a penny to draw attention & a product image to visually demonstrate its value. Note how the bottom two ads have a rather haphazard, bare bones design while his new banners look significantly more professional & well-designed.
I'm not sure how each style converted, but I'd imagine the red arrow did a solid job drawing attention along with the big penny. Because of the size of the ad, there isn't much room for text & although it looks unprofessional, it lacks a "big company" feel which could appeal to people looking for a more personal connection with the creator.
Perry continually tests using his face in his ad campaigns which means he likely saw a positive response previously. His face ad clearly has the most persuasion elements including five stars & a more actionable headline.
The biggest value in analyzing these ads is understanding how Perry focuses his advertising primarily on his front-end offer & since his branding today is built around the 80/20 rule, I'd say that's where his biggest results are. Why? Because once you order his book (which is purposely priced extremely low), you're in his funnel & he makes all his money on the back-end. In fact, he's already selling you back-end products at checkout. It's all designed to get you into his funnel as a paying customer & he uses display ads effectively as a tool to do this.
Penny Offer Display Ads from Perry Marshall Swiped in July 2014
Use the power of strong, relevant visuals to effectively get your message across. Perry's ads are a great examples of this - if we took away the copy, the book & the penny already quickly demonstrate what the ad is about.
Unlike other marketers who give away there books for free, Perry chose a penny which I think is great differential thinking. We're so used to hearing "free", a penny makes things a little more interesting, tangible & allows Perry to use the shiny object in his marketing. Hostgator also uses a penny in their ads & we will feature them in the future.
The top two ads are styled much differently than the bottom ones. Clearly, Perry is open to experimentation which is the perfect attitude to have. Even when something looks ugly or not right, why not test it? Ya never know.
The only reason Perry can afford to pay for ads that offer a free book is because he has solid back-end offerings. He can afford to spend money on display advertising for his penny book because he knows he'll make it back on his higher-priced products - this is exactly the attitude & strategy you want to adapt.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of perrymarshall.com below.