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PPC Management - Tiny Little Differences

By: Kirt Christensen....

A headline is just the start of converting a potential customer to your customer. You can still show him that you have what he needs. You can still get more clicks. Here is where you let the salesman inside you come out to play.



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



Then 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.



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:



12 timeless principles



20 chapters, 180 pages of substantial information



64 full-color photos



Helpful, easy-to-read charts and graphs



One step at a time guide



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:



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.



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



You want the focus on your Google ad to be on the emotional payoffs or benefits. When describing both the benefits and the features your best bet is to stress 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: Free Content Articles Directory

Kirt Christensen's high-energy flair in PPC Management as he managed over $612,000 of annual ppc advertising for clients, has them raving about him! managemypayperclick.com

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