Let’s face it, marketing ourselves can be tough. It’s like there’s a stigma around self-promotion, making it feel wrong somehow. And I’m sure many marketers feel the same. But I had an epiphany one day: I should use my marketing skills for my own benefit!

Take this example: a job seeker wanted to stand out, so he bought keywords targeting executives at the company he wanted to work for.

Why did this work? Easy. Everyone Googles themselves. Just like Al Pacino said, vanity is a powerful motivator, even for marketers. This is just one unconventional way to use PPC that search engine creators probably didn’t foresee. Vanity might not be the most ethical use case, but we all hit a creative wall sometimes. So, here are five innovative ways people have used PPC marketing.

1) Use PPC to Market-Test Your Product Ideas

Creating a product in isolation is a recipe for disaster. “Build it and they will come” is a myth. If it were true, every Silicon Valley product would be a billion-dollar success. But great products don’t guarantee success. Look at any market in developing nations – they’re full of amazing products that never gained traction. Why not gauge interest before building anything? Use PPC to do some market research to determine:

• if there’s market demand
• if people would even consider being beta testers I’ve been there. One of my web ideas went through three iterations before I admitted defeat – I couldn’t find a market fit. (But I did learn a lot about Facebook fanpage marketing.) Don’t make the same mistake. Focus on your audience first, then the product.

2) Use PPC for Nonprofit Fundraising

Even politicians have caught on. Politicians are using PPC isn’t just about influencing opinions; it’s about fundraising. And they spend big, especially during elections.

Politicians understand that reaching people is key, regardless of the platform. So, if you’re a non-profit (or any organization doing charitable work, like those Silicon Valley startups *wink wink*), why not tap into the minds of potential donors actively seeking to give?

I’ve personally used PPC to help ignite a non-profit fundraising effort for a Singaporean dog rescue. They raised thousands of dollars in weeks, gained incredible exposure, and even got media coverage. (Their video went viral, reaching over a million views!) Ask, and you shall receive. Here’s more about marketing for non-profits.

3) Use PPC to Test Offline Advertising

HipChat, a small chat software company, used a billboard targeting Silicon Valley techies on Highway 101.

Their investment? $7,000 for four weeks. Despite the belief that traditional advertising is ineffective, HipChat went viral, gaining backlinks, free press, and, of course, new customers. Now, a meme-inspired ad might not get you the same results. But the point is, offline advertising is expensive. Why not test your messaging with PPC before investing a fortune in print? Online testing is far more efficient. Run A/B tests to see what resonates before sending that final print order.

4) Use PPC to Test Your Conference Event Titles

Why are some conferences a hit while others flop? Test your event titles with PPC before committing your marketing team to promoting something that might not be appealing. The last thing you want is an empty event.

5) Use PPC to Get a Date

Are you single and wondering why, especially as a skilled marketer? The answer is simple: EXPOSURE. Just like you expose your product or service to the market, you can do the same for your love life. I tried using copywriting to get better dates and thought it was brilliant. I even considered targeting single women with Facebook ads but decided that might be too far. Then I heard about this guy – he did exactly that!

He even A/B tested his approach! This man is a genius. He even tracked his cost per lead in a spreadsheet.

You could even try guest blogging on pick-up artist sites to find potential marketing clients!

Takeaway?

Think outside the box. Be original. Unleash your imagination and take your PPC game to the next level. What unconventional PPC strategies have you seen? Share your thoughts in the comments below.

TaeWoo Kim is an entrepreneur, digital marketer, speaker, and blogger with over 7 years of experience in various areas like software startups, inbound marketing, PPC, lead generation, and social media. You can connect with him on Twitter (@TaeWooKim), Google+, or his blog FreshSuperCool.com.