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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.

Check out the difference between these two ads:

Popular Ethernet Terms

3 Page Guide-Free PDF Download

Complex Words-Simple Definitions

www.bb-elec.com

0.1% CTR

Then this one:

Popular Ethernet Terms

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?

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.

Features and offers are what your product has or what you're going to do. They describe it, what it includes, and how big or small or robust or thorough it is.

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

The feature list for an e book may include things like:

12 timeless principles

24 chapters, 222 pages of rock-solid content

64 full-color photos

Easy to read and helpful charts and graphs

One step at a time guide

Captivating narratives, interesting reports and first person experiences

Introduced by Donald Trump

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.

Uncover the making mistakes as you go on can be a strategy that will help your skills grow at an even faster rate.

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.

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.