Manage My Pay-per-click - Tiny Yet Significant Differences

After your headline, you've still got a second chance to convince your customer even further that you've got what he wants, and get more clicks. This is where your inner salesman comes alive.

Note the seemingly insignificant differences between these two ads:

Popular Ethernet Terms

3 Page Guide-Free PDF Download

Complex Words-Simple Definitions

www.bb-elec.com

0.1% CTR

Then this one:

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.

But then benefits list what any advantages there are emotionally, what does a buyer get from using the product.

Your feature list for an ebook may include things like this:

12 timeless principles

30 chapters, 240 solid pages of subject matter

64 full-color photos

Easy to read and helpful charts and graphs

Step-by-step tips and instructions

Fascinating stories, anecdotes, and personal experiences

Introduction by Bill Gates

Et cetera

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

You can apply any one of these 12 techniques immediately, and see instant results.

Elevate Energy Level, Make Lean Muscle, Melt Away Fat, Increase Strength, Endurance and Flexibility all at once.

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

Receive compliments from friends and associates when they try to find out (with envy), "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.

The main focus of your Google ad should be more about the benefits or emotional payoffs than the features. As you describe benefits and features, you are best served if you emphasize the benefits.

In the world of PPC management you don't have to be a poet or a master copywriter to convince your customer that he or she will get something of value. State your case simply and clearly, and test to see if putting the benefits up front and the features second will boost your response.

Article Source: http://www.search4allinfo.com

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 it comes to pay per click management services, he's the man!

Please Rate this Article

5 out of 54 out of 53 out of 52 out of 51 out of 5 

Not yet Rated