Managing Your PPC - The Little Differences

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.

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.

But then benefits list what any advantages there are emotionally, what does a buyer get from using the product.

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

72 photographic illustrations

Easy to read and helpful charts and graphs

One step at a time guide

Fascinating stories, anecdotes, and personal experiences

Introduction by Bill Gates

Et cetera

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:

Achieve a 46 percent improvement in less than 30 minutes.

Apply just one of these 15 methods today and see the improvement tomorrow.

Catapult Energy Levels, Convert Fat into Muscle, Develop Strength, Endurance, and Flexibility all 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.

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 passkey into the kingdom of successful PPC Management is not a degree in writing or being a great copywriter, but it is being able to convince the client that you have something of value that he wants or needs. Stating the cause in clear and simple terms, put the benefits first and test, then you can see the response.

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Kirt Christensen's high-energy style of Pay Per Click Management as he managed over $612,000 of annual ppc advertising for clients, has them praising about him! managemypayperclick.com

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