Archive for the ‘Paid Search’ Category
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First, before I get too far into this, go ahead and guess the winner:
Now, if you’re a PPC professional, you really should have had no trouble picking out the real winning ad — Ad A — simply because Free Shipping vs. No Free shipping is kind of a no-brainer. Just ask Amazon.
But there are other deal sweeteners that can and should be tested out as well. Buy one get one free. Free tech support. Extended-length money-back guarantees. In store pick-up. Freebie products or free gift with purchase. And so on.
Now, not all of these will be applicable to your product, and you might have trouble squeezing them into your PPC copy, but for heaven’s sake, make sure you use and test them when you have them. And if you’re in a position to authorize new or additional deal sweeteners, it can be well worth your time to brainstorm new deal sweeteners — ’cause they can make the difference between a sale and no sale.
Don’t believe me? Where do you think airline miles came from? It was nothing more than a deal sweetener that was so powerful, pretty much every airline in the world was forced to adopt it.
What kind of deal sweeteners have you bothered testing?
Sometimes PPC Ad copy can do just fine not be grandly stating the benefit, but by implying it. Now, for the most part, I recommend you steer towards strong can’t-miss-it statement rather than subtle implication, but if you compare implied benefit to no benefit, implied wins — just as it does in this example here:
The reason that the winning ad wins lies in the connection that the reader makes between the headline and the first line of body copy. It isn’t stated explicitly, it’s only implied in the connection between those two lines. And yet it kicks the butt of the losing ad because the losing ad never moves from function to benefit. Here’s what I mean by that.
So the headline of the winning ad is “Liquor License Headaches?” This is a question that, when asked in an ad, naturally implies that you have an answer or solution to the prospect’s headaches. And this implication is then strengthened by “Experts at Obtaining Liquor Licenses.” Of course this company can get rid of the prospect’s liquor license headaches — they’re experts!
Compare that to “License for Liquor” and “Case Study on Liquor Licenses.” Not nearly as compelling, right? No wonder the implied benefit won!
So the tip from the boosters is this: when you can, state the benefit outright via large promise. When you can’t, imply the benefit — cause you’ll still beat out the losers who are stuck on feature-focused copy.
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In looking back at all of the Tips from the Boosters Columns this year, I was searching for some patterns — what topics and tips seemed to repeat themselves the most. The short list looked something like this:
- Write from the Prospect’s Perspective
- Choose Your Words Based on Their Emotional Connotations
- Internal Consistency and Credibility Matter — A Lot!
- If you’re not testing, you’re losing
And of those four, the first was the winner by a landslide. So I thought I’d compile a “Best of” life os posts dealing exclusively with that topic, then sub-divide that list into various ways you can improve your ability to write from your prospect’s perspective, rather than your or your company’s perspective.
First, Kill the We-We Talk
What this means is that your copy should not focus on your brand, your slogans, or your chest-thumping. It should focus on the customer instead. Below we explore the various ways that PPC Advertisers mess this up and how you can fix it:
- They’re Just Not That Into Seeing Your Name
- Slogans and PPC Ads Don’t Mix
- Never Settle for Adspeak
- It’s Not About You
Second, Avoid The Curse of Knowledge
Keep in mind that you are an insider to your business, and likely know things and use terminology or jargon that the prospect doesn’t know or use. It’s hard to remember what it was like to not know what you know, which is why communication and persuasion experts often refer to “The Curse of Knowledge.” Here’s how to guard against that curse in your PPC Ads:
- Clarity Up Front
- Clarity, Clarity, Clarity… and Just a Dash of Curiosity
- How Would They Describe It?
- What Happens After the Free Trial?
- You Are Not Your Prospect
- But Is It What THEY Think Their Problem Is
Third, Clue Into and Speak to Their Emotional State
Most purchases are not made in a state of perfect equanimity. Nor are they usually made proactively. Instead purchases are made reactively out of need. Understanding what prospects are reacting to and how their need is making them feel or driving their buying motivations will greatly improve your PPC copy. Here are some ways to do that:
- What Do They Expect
- Precipitating Events
- Who’s Pinin’ and Who’s Buyin’?
- Reassure the Searcher
- Are You Reassuring the Searcher, or Are You Casting Doubt?
- Borrowed Shoes — Put Yourself in Their Position
- What they should care about vs. What they REALLY care about
- What They Want vs. What You THINK They Want
- Will THEY Think it’s a Benefit?
Finally, Stay Positive and Emotionally Attractive
Positive emotion trumps negative emotion. If you’re making an emotional appeal — and you are! — then you should make that emotional appeal as positive and, well, appealing as possible. Lots of times, PPC Advertisers mess this up. Here’s how to get it right:
- Make it Look Easy, Make It Seem Automatic
- The Power of Confidence
- Don’t Raise Concerns That Aren’t Already There
- Promise — Large Promise
- Two Steps Too Many
- The Soul of An Effective PPC Ad
- How to Win With the Warm and Fuzzies
- Not Everyone Likes to Learn (or Read)
And that’s the best of this Year’s Tips from the Boosters. Hope you had a fabulous 2013 and that 2014 is even better. Happy New Year’s from BoostCTR
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