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Manage My Pay-Per-Click - Tiny Yet Significant Differences

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.

Check out the difference between these two ads:

Popular Ethernet Terms

3 Page Guide-Free PDF Download

Complex Words-Simple Definitions

www.bb-elec.com

0.1% CTR

And then:

Popular Ethernet Terms

Complex Words-Simple Definitions

3 Page Guide-Free PDF Download

www.bb-elec.com

3.6% CTR

The second ad blew away the first by getting thirty-six times the clicks than the first one got. Why did that happen? Is there some kind of trick? Upon examination you can see that the same words are used. You can also see that there is only 1 thing different. What is that?

The first ad you see lists "features" and "offers" on the first line and on the second line it listed the benefits. In the second ad the benefits were on the first line. This is a secret for use in pay per click management and is just as useful in long copy sales letters as in the little snippets used for 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.

So the list of features for an e-book you sell may include these items:

10 unchanging principles

20 chapters, 180 pages of substantial information

64 full-color photos

Easy to read and helpful charts and graphs

Step-by-step tips and instructions

Captivating narratives, interesting reports and first person experiences

An intro by Lee Iacocca

And so forth

But your list of benefits will tell your customer how she'll actually be helped by what you've written. Sometimes there's a little bit of crossover between these and the features:

See a 38 percent gain in as little as 40 minutes.

Apply just one of these 15 methods today and see the improvement tomorrow.

Kick Start Energy Levels, Change Fat to Muscle, Promote Vitality and Longevity at the same time.

Uncover the making mistakes as you go on can be a strategy that will help your skills grow at an even faster rate.

Get compliments from your friends as they ask you again and again (jealously), "What has happened to you?"

There's no way to pack all of this kind of content into a Google ad, granted. But the principle of dividing benefits from features is universal.

Your Google ad is about benefits (emotional payoffs) more than anything else. And when you describe benefits and features both, it virtually always serves you to put benefits first.

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.

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Kirt Christensen's dynamic flair in Pay Per Click Management as he handled more than $612,000 of annual ppc advertising for clients, has them raving about him! managemypayperclick.com Get your own completely unique content version of this article.

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