Google AdWords Tips | Use Free Stuff to Attract Attention
November 19th, 2007 by Mike Reining Read more about Google AdWords TipsThis ad boosted conversion rates by 67%.
Marketing the product itself versus marketing the results.
We’ve previously talked before about the importance of pushing the BENEFITS of your product instead of the features. In general, sales copy highlighting the benefits will usually perform better, but every so often this generalization gets challenged…
Which is exactly what happened to us recently.
Check it out:
As you can see, our copy describing a benefit was clearly bettered by text highlighting product characteristics. They both attracted very similar attention, but those clicking through our winning ad were in a much better mind set to sign up for our offer.
It’s important to keep in mind that this doesn’t necessarily mean they are more likely to become customers — they were just more likely to give us permission to communicate with them. From there, we then must earn their trust and confidence to make a purchase, which you can learn about here.
Check out AdWords System Exposed to quickly get up to speed on the proven methods for dominating AdWords while your competitors let their ad spend get out of control.
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About the Author
Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype.
Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.
Check out other posts by Mike Reining
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Vishen Lakhiani
Hello,
In your tests it appears that many times you choose to run your ads on the content network. I say this because impressions usually appear high, no? It would be interesting to see this same data less the content network.
[…] There is an SEM/PPC debate brewing! The topic: PPC ad copy. Greg Meyers at SEM Geek has taken the stance that paid search ad copy is overrated. His stance is that keywords, site usability are much more important than focusing on ad copy. Greg says, “Ads don’t move the Revenue Needle. Keywords, landing pages, carts, user experience and most importantly DEMAND for your products/services are what does it.” However, the team over at Mind Valley labs appear to have a different take on ad copy. They have published two studies (study #1, and study #2) that focus on the importance of ad text. I think when it comes to PPC management, you need to focus on everything! […]
[…] Google AdWords Tips | Use Free Stuff to Attract Attention […]
[…] Write to a point that adequately covers your customers’ concerns, properly describes the benefits and features of your product, gives credibility, etc, and then put it out there asap. […]
This just shows what fine tuning in regards to Adwords can do for your campaign. I use adwords frequently and targeted keywords rather than the broad matching works well for us however the punchy nature of the better ad outlining the features and benefits are great tips which I will certainly use. Thanks!