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    Lower cost increase conversion of your adwords ads

     

    Comparison shoppers are the mortal enemy of pay-per-click (PPC) advertisers. When you're paying each time someone clicks your AdWords (or other PPC) ad, the last thing you want is a person determined to visit every site to find the best price, the closest location or the most secure guarantee. But, with many categories of products or services, it's bound to happen. There is a way to eliminate many of the lookers, however. When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site. How is it done? By inserting text that will purposely eliminate arbitrary visitors. Qualifying Your PPC Leads Purposely eliminating visitors sounds like an awful thing to do, doesn't it? Perhaps, until you consider the fact that - once these visitors got to your site and found out the details of your offer - they'd most likely leave anyway. Why not save yourself a click (and the money associated with that click!) and prevent the visitor from running up your monthly AdWords bill? This is exactly what Steve Jackson of Conversion Chronicles and I discussed awhile back. Since that discussion, I've come up with a process that will allow you to easily write pre-qualifying ads when you use these simple steps. Step One Outline the specifications of your offer. Be precise. List all the details of the offer, the price, length of time, physical location, size, etc. For example, say you have luxury cruise packages available. You'd want to list the details such as: packages depart from New York City and go to several destinations in Mexico including Cozumel, Puerto Vallarta and Mazatlбn from December 5-15 for a cost of $2500 per person. Step Two Go back and highlight anything that would be a deal breaker. This is a luxury cruise, so the cost of $2500 per person might be too much for most people. Quite often, cruisers are looking for the best deal possible. Also, the cruise only leaves from New York City. The additional airfare cost might not be something your site visitors want to add to the cost of their trip. Or, it may be inconvenient to depart from New York City. What about the dates? These cruises are only available on the dates of December 5-15. Your site visitors may not be able to take a holiday during that time. Does the visitor want to sail to the locations on the itinerary? Maybe they've already been to Cozumel, Puerto Vallarta and Mazatlбn and are looking for a cruise to Cabo San Lucas. Are there other factors that might force shoppers to decline the offer and move to another site? If so, list them here. Step Three Now, decide which bits of information you want to include in your AdWords ads. You'll want to test and track to see which combination of details bring the lowest click-through rates along with the highest conversions. For example, your ad might read: Luxury Mexico Cruise 12/5 Tour tropical Cozumel, Puerto Vallarta & more. Leave NYC. $2500pp whatever That would give a lot of information that would keep unqualified visitors from clicking through to your site (and running up your AdWords bill). At the same time, the use of words like "luxury" and "tropical" help the searcher visualize their wonderful vacation. Another example could be a special shipment of microwave ovens. Let's go through the steps once again. Step One The specifications include: convection/microwave combination, built-in with light and vent features, 1200 watts, white, $900, available on the Internet only. Step Two Any of these could be used to weed out visitors. Someone may not want the convection feature. They want a countertop microwave rather than a built-in model. Twelve-hundred watts may be more powerful (and larger) than the visitor needs. Their kitchen may have stainless steel or black appliances, not white. Lastly, $900 could be more than they have budgeted for a microwave. Step Three Again, you'll want to test and track to see which tidbits of information work best to bring qualified leads, reduce CTR and costs, and improve conversions. Your ad might look like this: Powerful Convec/Microwave Special purchase. Attractive range built-in with 1200w. Only $900. whatever Rather than using generic terms to describe high cost or frequently compared PPC items, get as specific as you can with "disqualifying" copy. By weeding out those who would likely take one look and leave, you can save yourself a lot of money in AdWords expenses while increasing conversions.

         
    Make or break headlines

     

    "Learn one FREE technique that INCREASES PROFITS by $1,000s or more in under two minutes!' Did that headline grab your attention? Are you anxious to learn what this amazing free technique is? Why, it's the headline itself! You have one chance and one chance only to grab your audience's attention like our headline grabbed yours. If your heading doesn't draw readers in, odds are that they will never even get to the second sentence. Instead, they'll move on—right to your competitor. A strong headline guarantees that you will never lose a visitor before they stop to learn more. More people stopping translate directly into more sales and more profits! By keeping just a few key points in mind, you can start writing engaging, money-making headlines in minutes. The sooner you improve your headlines, the sooner you can enjoy the wealth that has been waiting for you inside them. Key Point #1: Be Specific!  Stand out from the competition!  Real numbers and dollar signs attract the most attention. Chances are you have some competition selling something similar to the same people you are targeting. Get ahead of your competitors by specifically telling customers what they have to gain—and lose—from you right upfront. In our example headline above, we didn't simply say that our technique increases profits. Instead, we said it increases profits "by $1,000s." By adding this tiny detail, it immediately changed from a generic headline to an enticing offer. It's easy to overlook the thousands of messages we come across each day. They all promise to create undisclosed amounts of money in undisclosed amounts of time. However, it's hard to pass by a headline promising to reveal how to make $1,000s in under two minutes. (This second headline detail drives home the idea that our technique is *really* fast!) Leave the vague promises that everyone else is trying behind. Today, start to attract customers' curiosities with headlines full of concrete facts and figures. Key Point #2: Choose Your Words!  Choose positive ("winning") instead of negative ("not losing") language.  Headlines should always be upbeat and inspiring. Always keep your headlines positive, upbeat, and full of inspiration. By the time a visitor gets to the end of that very first line, they should not only want to keep reading—they should be *eager* and *excited* to keep reading! Think carefully about how you word each portion of your heading. Focus on the verbs, or action words. How are you currently describing the action? How else could you describe that same action? Which wording sounds most attractive? For example, say that you stay home to watch a football game instead of going out to the grocery store. You could describe your action in two ways: "staying home to watch the game" or "not going out to the store." The former ("staying home to watch the game") is the more upbeat of the two and makes a better headline. It involves a positive action ("staying") and a positive result ("to watch the game"). In contrast, the second option involves a negative action ("not going") and a boring result ("to the store"). Negativity and boredom will not interest the reader, and they'll quickly be headed elsewhere. Key Point #3: Longer Is Better!  Never skimp on the critical first sentence.  Highlight key points.  Use a sub-headline if necessary.  Four key questions your headline MUST answer. In most writing, we are taught to be "short and sweet." In other words, to say as much as possible in as few words as possible. Not with headlines! You only have one sentence to hook a reader—make it count! By the end of that first line, the reader should know what they stand to gain; how easily they can benefit; and how fast they can start benefiting! Touch on as much of the following as you can: - What your product is (i. e. "an e-book," "a technique") - How it's used (i. e. "right from your browser," "effortlessly") - What's required to use it (i. e. "less than two minutes of your time") - Benefits from using it (i. e. "increases profits," "doubles memory") Make the main ideas of your heading stand out! Pepper your headline with uppercase letters, underlines, italics, and/or bold text. Too many important details? Consider adding a sub-headline. The real headline should include the most captivating points, but a sub-headline can add information to really seal the deal. When positioned close together, many readers can be "tricked" into reading both sentences right off the bat! Your headline is ultimately what makes or breaks a sale. If it cannot capture your readers' attention, it cannot bring in sales. If you think your current headline is doing its job, think again. You'll be pleasantly surprised at how much success you'll enjoy—all from taking just two minutes to incorporate the above key points into your headlines.

         
     
         
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