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Manage My Pay-Per-Click - Tiny Yet Significant Differences 
By: Kirt Christensen
Your headline is only the first place you can grab your customers. You can still let your ad viewer know that you've got what he wants and convert him to a customer, but you need to activate the salesman within you.
Observe the tiny little differences between these ads:
Popular Ethernet Terms
3 Page Guide-Free PDF Download
Complex Words-Simple Definitions
www.bb-elec.com
0.1% CTR
And this one:
Popular Ethernet Terms
Complex Words-Simple Definitions
3 Page Guide-Free PDF Download
www.bb-elec.com
3.6% CTR
The first ad had 1/36th of the amount of clicks than the 2nd did. How did that happen? Is there some kind of secret? If you examine the ads, you see they both have precisely the same words. Than what is the difference here?
The first ad listed features and offers first, benefits second. The second ad listed benefits first. This secret of PPC management is just as true in long-copy print advertising as in those little thumbnail Google ads.
Your products features and offers are its characteristics, or what you offer with your services. Features and offers describe it, what's included and how strong, fast, big or little it is.
Benefits, on the other hand, are the emotional payoffs your customer gets from using your product.
Your feature list for an ebook may include things like this:
15 lasting rules
20 chapters, 180 pages of substantial information
64 full-color photos
Easy to read and helpful charts and graphs
Step by step instruction
A gripping account, report, or a personal experience
Introduced by Donald Trump
Etc.
On the other hand, when you list your benefits, you let your customer know exactly how what you have written can benefit them. There may be some points that fall in the gray area between benefits and features:
Improve up to 42 percent in less than 35 minutes
By applying any one of the 14 proven techniques you can see the immediate results.
Catapult Energy Levels, Convert Fat into Muscle, Develop Strength, Endurance, and Flexibility all at the same time.
Find out how you can use mistakes made, as a method to build your skills quicker.
Get compliments from your friends as they ask you again and again (jealously), "What has happened to you?"
Packing all this into the content of one Google Ad is impossible. But the concept of separating the benefits from the features is comprehensive one.
You want the focus on your Google ad to be on the emotional payoffs or benefits. When describing both the benefits and the features your best bet is to stress the benefits.
The passkey into the kingdom of successful PPC Management is not a degree in writing or being a great copywriter, but it is being able to convince the client that you have something of value that he wants or needs. Stating the cause in clear and simple terms, put the benefits first and test, then you can see the response.
Article Source: http://www.uberarticles.com/articles
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need an adwords expert, he's the man!
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