PPC Management - Tiny Little Differences

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.

Observe the tiny little differences between these ads:

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Complex Words-Simple Definitions

www.bb-elec.com

0.1% CTR

Then this one:

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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.

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:

So the list of features for an e-book you sell may include these items:

10 unchanging principles

20 chapters, 180 pages of substantial information

64 full-color photos

Easy to read and helpful charts and graphs

Step-by-step tips and instructions

Fascinating stories, anecdotes, and personal experiences

Introduced by Donald Trump

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:

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Have coworkers comment 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 clear way to superior PPC Management does not require a higher degree or years of experience and training. It only requires you to convince the potential buyer that you have a thing of value for them. With a clear and simple statement of your case with benefits accentuated and testing to find the best way to state them, you will have winning ad copy.

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

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