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 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 got 36 times the number of clicks as the first! What happened? What was the secret? Look closely at the two ads. They both have the exact same wording. There's only one difference between them. What is it?

The first ad listed features and offers first, benefits second. The second ad listed benefits first. This secret of PPC management is just as true in long-copy print advertising as in those little thumbnail Google ads.

Offers and features detail what it is your product does or is. They tell what your offer includes, and how rugged, or large, or tiny, or complete your product is.

Benefits, on the other hand, are the emotional payoffs your customer gets from using your product.

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

10 unchanging principles

24 chapters, 222 pages of rock-solid content

64 full-color photos

Easy to read and helpful charts and graphs

Step-by-step tips and instructions

Fascinating stories, anecdotes, and personal experiences

Introduced by Donald Trump

Et cetera

On the other hand, when you list your benefits, you let your customer know exactly how what you have written can benefit them. There may be some points that fall in the gray area between benefits and features:

See a 38 percent gain in as little as 40 minutes.

You can apply any one of these 12 techniques immediately, and see instant results.

Kick Start Energy Levels, Change Fat to Muscle, Promote Vitality and Longevity at the same time.

Discover how making more mistakes along the way becomes a strategy in itself that will grow your skill level even faster.

Receive compliments from friends and associates when they try to find out (with envy), "What has happened to you?"

There's no way to pack all of this kind of content into a Google ad, granted. But the principle of dividing benefits from features is universal.

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.

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.