Managing Your PPC - The Little Differences
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.
On the reverse side, benefits are what the emotional gains are for your clients, what they get from the use of your merchandise. Your feature list for an ebook may include things like this:
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
49 beautiful color photographs
Easily understood charts and graphs
Step by step instruction
Fascinating stories, anecdotes, and personal experiences
Introduced by Donald Trump
And so forth
The list of benefits lets your customers know precisely how what you offer benefits them. There could be some items that fall under both categories:
Achieve a 46 percent improvement in less than 30 minutes.
You can apply any one of these 12 techniques immediately, and see instant results.
Catapult Energy Levels, Convert Fat into Muscle, Develop Strength, Endurance, and Flexibility all 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.
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.
About the Author:
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 adwords management company, he's the man!
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