HOME

Prerequisite To Adwords / PPC Advertising Success

BY: Waken Lai
Words: 1446

This is no joke. Despite the simplicity of this business, there are still plenty of people who fail PPC / Adwords business. They quit within the first 3 months of trying.

"Okay, so what's that ONE tip?"

I'm glad you asked. And the fact is that you may already know this. It is the ability to find and choose a highly converting sales page. Well, there are certain commonalities to look for when evaluating a sales copy whether it is going to convert your clicks into cash.

You do not need me to tell you why it is so important to have a sales copy that converts don't you? Yeah, simply because that is what make you money! You will be losing very fast if you:

1) Bid on general keywords that drive visitors that were not HIGHLY targeted and

2) Drive your visitors to a sales copy that has a very LOW CONVERSION rate.

Above 2 are the main common mistakes that newbie PPC / Adwords advertiser makes and are also the main reason that differentiate the PPC / Adwords winner and loser. Learnt these, you are guaranteed to make money with PPC / Adwords advertising.

Okay, for the 1st reason above, all you need is powerful keywords software that can do comprehensive "digging" of keywords for you and some testing. And that will be Keyword elite. It may sound costly at first look, but I bet every PPC / Adwords winner has one! While the Keyword Swipe software that I gave you may serve as secondary software that digs keywords from top ranking sites on lexical keywords that are not found by most keyword software. What are lexical keywords? Lexical keywords are not direct synonym or any permutation of the keyword you researched. It is rather, an indirect keyword that is relevant to the keyword you are researching for. Okay, an example would be the keyword "internet marketing". Lexical keywords to "internet marketing" that you would not find using other keyword software are; ppc, Adwords advertising, Overture, Yahoo Search, SEO, ezine advertising, autoresponder, mailing list, articles submisssion, eBay, Alexa, Skype, MySpace etc. To conclude, the 1st reason will need you to have a good keywords software and some testing out.

So, it is more likely that people fail PPC / Adwords advertising due to the 2nd reason. That is about choosing a converting sales copy. I have experiment with so many sales copy and it is really ridiculous to note that there are really cases whereby a good product with a poor sales copy are losing me money and yet a similar product that are minor to the earlier with an extremely emotional sales copy converting like hot cakes up to 25%.

I not kidding you, it is a fact. And that is why Chris McNeeney emphasizes on choosing a converting sales copy. However, choosing a copy without really testing it out is difficult. You would not know if it is going to convert or not, unless the product you are promoting are something you yourself enjoy. Then you would simply choose a copy that appeals to you.

Anyway, as per my researches all this year, I found some commonalities on sales copy that has a HIGH conversion rate from visitors to buyers. Listed below are the main points that you should look for when choosing a sales copy to promote. Not all copy will have all of these, but the more they have the more likely that page is going to make you money.

• A Benefit Rich Eye Grabbing Headline - This is really important. It has to be like a magnet pulling people's attention to read on. You see, most people will actually browse through a copy before they decide if it is worth to reading or not. So, the headline must be catchy enough or manage to arouse curiosity to make people read on. People would not buy just because of the headline, but this is decision point as to whether the whole copy is going to be read.

• Testimonials - Do you know that some people buy because of this? Silly isn't it? Unless the author is famous himself, getting other well-known figures of that particular industry to give a testimonial will enormously boost the conversion rate of a sales copy. This is especially true if you find a highly reputable guru giving a testimonial on a sales copy. It does make the difference.

• Bonuses - The word itself means these are extras that people get if they buy the main product, but bonuses help to increase the value of the whole package. And this is especially true if the bonuses offered are rare and unique. And not junks that you find flying all over the internet.

• An Easy Ordering System - While this seems to be minor, but the fact is people are busy, and if they need to spend 30 minutes just to figure out how they can order, don't you think that is a big turn-off? It would be best if the sales copy has something like "Click here to order" or an order button that are highly visible. Sometimes, even the payment processor they use may have an impact on the conversion rate too. Popular payment processors that have been used for longer period with good reputation like Clickbank or 2CheckOut show better conversion than other payment processors. It gives a sense of security to customers that they are ordering through a secure processor and the likelihood of their credit card being scam is nil.

• Guarantee - As said earlier, people naturally do not like to take risk. And that is what makes even which payment processor the sales copy uses can affect the conversion rate. Despite the fact that all products that sell through certain payment processor must have a period of money back guaranteed even if it is not stated in the sales copy, it is much more converting if the sales copy also states that. The "No Question Asked, Money Back Guaranteed" is the best to secure higher conversion rate.

• Powerful P.S - This may sound not important. But as I said earlier, people normally browse through a copy before they read on. And do you know which portion of the sales copy get the highest attention? It is the headline and P.S. People tend to read the P.S as a summary of the page, and for additional offer with that particular purchase. So, if a sales copy cleverly use the P.S at full, it gives a higher conversion as well.

• Fast Loading & Easy Navigation - Yeah, that is right. You have often hear guru telling that you do not need fancy website with lots of graphic or flashy banners. Well, again people are busy. So, they tend to leave a website that takes to long to load. I mean, if they do not see anything during the first 10 seconds they click on you PPC / Adwords ads, then goodbye forever. The sales copy must also be easy to navigate. In simpler term, visitors must not need to click more than 3 times to get what they want.

• Opt In List - Many PPC / Adwords advertiser fail to test this out. If you find the sales copy that you want to promote has an opt-in list, be sure you subscribe to it, before starting your promotion. Why? Because not all opt-in list will save your affiliate ID in it. That means, if the visitors do not buy at first attempt that you send through Adwords / other PPC, and that they buy the next visit through a link in their email, you may not be credited. Some do and some do not. And the only way to figure out is to subscribe yourself.

• Fewer Links On The Sales Page - This is applicable normally to intangible products like ebooks or softwares. You are paying for every click that sends visitor to the sales page. And therefore the lesser links the sales copy has the better. I personally find sales copy that has the order link only more converting. People call it the direct response page. The only 2 things the visitors can do would be to order or to leave. If the sales copy offers a lot of choices, then it's most probably even the MOST TARGETED visitor will not buy at first visit. Simply because they have a choice. And that will require them to compare and evaluate before making their final decision.

Okay, so make sure you notice all these points in choosing a sales copy. While we may not be interested to build a website here, but getting to know these points will help us to choose better converting sales copy and eventually a better ROI on our PPC / Adwords advertising.