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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 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? In the first ad the offers and features are listed in the first line of the body and the benefits are listed in the second line. This key for managing PPCs is applicable to both long form sales letter and in the little 3 line ditties known as 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: 12 timeless principles 20 chapters, 180 pages of substantial information 64 full-color photos Helpful, easy-to-read charts and graphs Step by step instruction A gripping account, report, or a personal experience Introduced by Donald Trump 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: Improve up to 42 percent in less than 35 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?" Packing all this into the content of one Google Ad is impossible. But the concept of separating the benefits from the features is comprehensive one. Your Google ad is about benefits (emotional payoffs) more than anything else. And when you describe benefits and features both, it virtually always serves you to put benefits first. 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.
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Kirt Christensen's dynamic style of Pay Per Click Management as he managed over $612,000 of yearly ppc advertising for clients, has them raving about him! managemypayperclick.com
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