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
And then:
Popular Ethernet Terms
Complex Words-Simple Definitions
3 Page Guide-Free PDF Download
www.bb-elec.com
3.6% CTR
The first ad had 1/36th of the amount of clicks than the 2nd did. How did that happen? Is there some kind of secret? If you examine the ads, you see they both have precisely the same words. Than what is the difference here?
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.
Benefits, on the other hand, are the emotional payoffs your customer gets from using your product.
So the list of features for an e-book you sell may include these items:
12 timeless principles
30 chapters, 240 solid pages of subject matter
64 full-color photos
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
And so forth
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
By applying any one of the 14 proven techniques you can see the immediate results.
Kick Start Energy Levels, Change Fat to Muscle, Promote Vitality and Longevity 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?"
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.
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.
About the Author:
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 an adwords expert, he's the man!
