You have to know where people are coming from. And I mean that literally and figuratively.
First, you literally need to know the kind of searches that are delivering people up to your PPC Ads. In the world of PPC, what they just searched on IS where they are coming from.
Second, you also need to know where they are coming from psychologically. How much do they already know about that for which they search? What is motivating their search? What kind of emotions surround their need for this information, service, or product? Where are they coming from psychologically?
Because of this, an unbeatable ad only remains so for a specific set of prospective customers who are all coming from the same place, in both senses of that phrase.
Here’s a great example:
Well, if you were going to guess, you’d really need to know what keywords the prospects were typing in and what they presumably did or did not know about virtual receptionists.
If prospects were just typing in “Phone Receptionist” then my money would be on Ad B, because it most clearly explains how a virtual receptionist works. That ad provides great clarity on what’s being sold.
But, as you might guess from the headline of both ads, the prospects were typing in “Virtual Receptionists,” which means it’s a pretty good bet that they were already familiar with the concept.
And in that case, Ad A should prove to be the better ad because it concentrates on the benefits and makes a strong claim for Return on Investment. In other words, it more clearly answers the “What’s In It For Me” question.
Bottom Line is that the ad that most clearly speaks to “where they’re at” wins. And Ad A was that ad, more than doubling Click-Throgh Rate and winning the contest by 139%
Are your ads speaking to your prospective customers “where they’re at”? How do you know — are you testing it?