Any genuine PPC management expert will tell you that an eye-catching ad copy is not necessarily persuasive. Sure, it will grab attention but in the end, all you might get from the customer is a “Yeah, sure” response.
So how do you get out of this tricky situation?
Well, as your PPC management expert might have told you already, the image and headline are really there to grab eyeballs. Once that part of the job is done, the body copy should address the issue of credibility. It should not give the reader a chance to say the dreaded “Yeah, sure” response. This means that PPC management also involves anticipating and eventually answering the credibility questions that target customers might have. It’s not enough to say that something is free on the headline. The body copy should back it up with proof that it’s not free because it’s low quality. That’s the challenge.
Here’s another PPC management gem of an idea: just because it is a non-cash transaction, it doesn’t mean that it’s free. For example, if you ask for an e-mail address or a “Like” on Facebook in exchange for a white paper download, that’s not free content in the truest sense of the word. Asking for a “Like” on Facebook is tantamount to asking for a public endorsement even before a product has been examined or at least seen. This may seem like an irrelevant issue for PPC management but a “Like” is an emotionally motivated online action and it may be tricky to ask target customers to “Like” something so they can get a free product, information or a service in return. In short, avoid soliciting “Likes” on the body copy. If you are new to the prospect, give them something to actually evaluate before asking for a “Like.”
Keep reading this blog for more PPC management tips!