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PPC Management - Tiny Little Differences |
By:
Kirt Christensen |
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PPC Management - Tiny Little Differences
by Kirt Christensen
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
And 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.
Offers and features detail what it is your product does or is. They tell what your offer includes, and how rugged, or large, or tiny, or complete your product 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:
10 unchanging principles
30 chapters, 240 solid pages of subject matter
64 full-color photos
Easy to read and helpful charts and graphs
One step at a time guide
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:
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.
Kick Start Energy Levels, Change Fat to Muscle, Promote Vitality and Longevity at the same time.
Discover how making more mistakes along the way becomes a strategy in itself that will grow your skill level even faster.
Get compliments from your friends as they ask you again and again (jealously), "What has happened to you?"
Trying to fit all this content into one little Google ad is not possible. However the concept of splitting the ideas into groups of benefit and feature is a sound one.
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.
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.
Kirt Christensen's high-energy flair in Pay Per Click Management as he managed over $612,000 of yearly ppc advertising for clients, has them praising about him! http://managemypayperclick.com You are welcome to reprint this article - but get your own unique content version here.
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Article Source: http://www.statssheet.com/articles/article55307.html |
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