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Managing Your PPC - The Little Differences

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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 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 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.

Features and offers are what your product has or what you're going to do. They describe it, what it includes, and how big or small or robust or thorough 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:

Your feature list for an ebook may include things like this:

15 lasting rules

30 chapters, 240 solid pages of subject matter

72 photographic illustrations

Helpful, easy-to-read charts and graphs

Step-by-step tips and instructions

A gripping account, report, or a personal experience

Introduction by Bill Gates

Etc.

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.

You can apply any one of these 12 techniques immediately, and see instant results.

Catapult Energy Levels, Convert Fat into Muscle, Develop Strength, Endurance, and Flexibility all at the same time.

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.

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: http://www.articlesinsight.com

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

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