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.
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:
Your feature list for an ebook may include things like this:
12 timeless principles
20 chapters, 180 pages of substantial information
49 beautiful color photographs
Easily understood charts and graphs
Step by step instruction
A gripping account, report, or a personal experience
An intro by Lee Iacocca
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:
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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.
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.
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.
Kirt Christensen's high-energy style of PPC Management as he handled over $612,000 of annual ppc advertising for clients, has them raving about him! managemypayperclick.com
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