PPC Management - Tiny Little Differences

Your headline is only the first place you can grab your customers. You can still let your ad viewer know that you’ve got what he wants and convert him to a customer, but you need to activate the salesman within you.

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 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?

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.

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:

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

Easy to read and helpful charts and graphs

Step by step instruction

A gripping account, report, or a personal experience

Introduction by Bill Gates

And so forth

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:

Achieve a 46 percent improvement in less than 30 minutes.

By applying any one of the 14 proven techniques you can see the immediate results.

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.

Get compliments from your friends as they ask you again and again (jealously), “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.

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.