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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 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. 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. But then benefits list what any advantages there are emotionally, what does a buyer get from using the product. The feature list for an e book may include things like: 12 timeless principles 24 chapters, 222 pages of rock-solid content 49 beautiful color photographs 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 Etc. 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: Achieve a 46 percent improvement in less than 30 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. Discover how making more mistakes along the way becomes a strategy in itself that will grow your skill level even faster. 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. 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.
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Kirt Christensen's high-energy flair in Pay Per Click Management as he managed more than $612,000 of annual ppc advertising for clients, has them raving about him! managemypayperclick.com
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