Written by Kevin Hill, Professor of High Response
In this article, you will discover some cool copy tricks when it comes to pay-per-click advertising. Believe it or not, most marketers are clueless on how to create a PPC ad that’ll skyrocket their clickthroughs. That’s good news for you, because you’re about to vault to the head of the pack and leave your competition struggling for leads.
If you aren’t familiar with pay per click advertising (heretofore referred to as PPC) this is advertising that shows up under the sponsored links when a searcher performs a search query in search engines like Google.
It’s one way that you can get traffic to your site in as little as 10 minutes without having to break the bank. I’ve tested campaigns for profitability with as little as $50—which provided me with enough data to determine if a campaign would be profitable or not.
Obviously, your conversion is going to depend on your offer, the quality of traffic you receive and the copy that you write (in that order). Here are some copywriting and general keyword search tips you can use to create irresistible pay-per-click ads.
Use “Secrets” in Your Ad
One of the things I love doing when I’m writing a salesletter or a PPC ad, is inserting the word “secrets” into the headline or body copy.
“Secrets” is a powerful word that piques reader curiosity. Think about it. Anytime someone tells you that they’re going to tell you a secret, your attention perks up- right? That’s because it’s human nature to believe that people are holding information back— either on purpose or by accident.
Some popular words and phrases you can use in the place of “secrets” are closely guarded, tightly-sealed, insider, under the table and exposed. These words play on people’s paranoia that “they” are holding things from them. It’ll pique their curiosity enough to want to click on your ad— and read your salesletter!
Since you only have so many words to use in a pay-per-click ad, you need to make them count. Using “secrets” or a related word or phrase can boost your clickthroughs. Best part? Hardly anyone’s using it!
End Your Headline with a Question Mark
In the same vein, you can end your headline with a question mark that’ll boost curiosity.
Anytime someone is reading text and they see a question, they automatically want to answer it. It leaves an “open loop” that cannot be satisfied until the answer is found. It’s just how the brain works.
This is similar to the word “secret” because the connotation is that there is information that needs to be revealed.
Here are a couple examples:
- Parrot Talking Secrets?
- Impress Your Friends!!
- 37-Page Ebook, Bonuses
- ParrotTalkingSecrets.com
- Parrot Talking Secrets
- Impress Your Friends!!
- 37-Page Ebook, Bonuses
- ParrotTalkingSecrets.com
Doesn’t the first example entice you to click through— even though the copy is exactly the same? The question mark makes the ad stand out—especially when everyone else is using the same headline.
This is something you’ll want to test on your pay per click ads.
Create a “Big Benefit” in the Second Line
In my previous article, I mentioned that you’ll want to put a benefit in the second line, and a feature in the third line. To refresh your memory, a “benefit” is what the product will do for them. A “feature” is something specific about the product that builds its value.
Most people are horrible at discerning benefits from features. Or they don’t dig up the “big benefit” beyond the usual benefits. One little trick I use to unearth the “big benefit” is to ask myself “So What” or “Who Cares” after each feature.
Here’s how it works: Most people think that internet marketing courses are sold so people can make a bunch of money. Sure, money is nice but what’s the money going to do for the person?
That’s why you need to delve into the deeper benefits of why money is important to the customer.
So let’s start with the superficial benefit: To make money. Let’s delve a little deeper by asking, “So What?”
So what? “So that I can pay some bills” So what? “So that I can start saving more money” So what? “So that I can start that business I always wanted.” So what? “So that I can have the freedom I want.” So what? “So that I can spend time with my family.”
…And on and on.
> Click Here to Read Part 2 of This Article
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