Managing Your PPC - The Little Differences

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.

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

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 got 36 times the number of clicks as the first! What happened? What was the secret? Look closely at the two ads. They both have the exact same wording. There's only one difference between them. What is it?

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.

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:

The feature list for an e book may include things like:

12 timeless principles

20 chapters, 180 pages of substantial information

64 full-color photos

Easily understood charts and graphs

Step-by-step tips and instructions

Fascinating stories, anecdotes, and personal experiences

Introduction by Bill Gates

And so forth

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:

See a 38 percent gain in as little as 40 minutes.

Apply just one of these 15 methods today and see the improvement tomorrow.

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

Find out how you can use mistakes made, as a method to build your skills quicker.

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.

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.

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.

Article Source: http://www.share.onlypunjab.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 you need a adwords qualified company, he's the man!

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