Launched A PPC Agency Today... Thoughts On My Copywriting?

[sashagilberg]

I love copywriting but have never studied it properly. I'd like to know what you expert copywriters think of my copy and what could be improved.

Thanks in advance!

Top Position

PS: In regards to the name, I've heard all the jokes already but feel free to keep them coming

[Loren Woirhaye]

Your copy elicits objections that hurt your position
right out of the gate. That's what I would call a problem.

In short: you're telling prospect's your services are
comparable to $2/hr people, but more expensive...

and better?

How much better?

$4/hr better?


Tons of other issues too. How committed are you to pushing
through this writing project on your own skillset?

[Sam Mlambo]

Hey Alex,

I took a look at your site and I think you did a great job. You used some great words and communicated the benefits.

Some suggestions I have:

1. Turn "You’re business may be qualified to work with us if you want:" into "How Would You Like..."

2. Try using a headline where you have "PPC Campaign Creation and Management Services". Something like "PPC Campaigns That Attract More Customers And Grow Your Business"

3. There are some spots where you could provide more info for you prospect. Don't let your most qualified prospect down by not giving them enough information. They're hungry for it.

I hope that helps

- Sam

[The Copy Nazi]

Tut tut. "You're" is the abbreviation for "you are". What you need is "Your".

[Benjamin Johnson]

A few observations:

• One of the sub-pages on your site mentions having Adwords Qualified Professionals on staff -- this (along with the associated logo) should be on the main page.

• Is your target market only Australian businesses? If not, your statement, "If you want An Australian AdWords expert..." might confuse prospects in the U.S., Canada or the U.K. who might also be intererested in the services you provide.

• You have a decent client testimonial, but it's buried way below the fold. Consider bringing this up higher on the page (an accompanying photo would help; a full-fledged case study, if the client is willing, would be even better). And if you have other past or current clients who might be willing to provide you with testimonials, try to get them ASAP and feature them prominently -- the more specifics, the better.

• Consider putting an opt-in form on the main page, and you might offer a special report of some kind as an incentive for opting in -- On your Services page, for example, you say "We’ve spent over $50,000 in trial and error across a range of industries to develop a process that produces the lowest possible click prices AND the highest number of conversions!"

How you developed this unique process and a basic description of how it works (without giving too much away -- useful, but incomplete) could make the basis for a report prospective clients would be interested in. Then follow up with an autoresponder series.

• Most people associate "PPC" with Adwords -- if your company also offers YouTube and Facebook PPC services, mention it on the main page, and don't bury it on a sub-page. This could turn out to be one element of your company's USP -- explain why clients are leaving money on the table if they are concentrating only on search engines and not getting maximum social media exposure, and how your company can instantly give them a surge of new targeted traffic by getting them prime positions on these sites.

Two other things that jumped out at me that could be emphasized as part of your USP (but are currently below the fold, out of site) are the facts that your company is willing to work month to month without any contract commitment and offers a money-back guarantee if the client doesn't get a positive ROI.

One misgiving potential clients are going to have for PPC management is price, since they are already spending a lot of money on the campaigns themselves. So if you can guarantee them that either your service will pay for itself out of the higher returns you get for them or they don't pay at all, that will get you a long way toward overcoming that objection.

You also position yourself with the statement "PPC is all we do," but you don't follow up with why this should matter to a prospective client -- you could get more impact out of this by explaining that your sole focus on PPC means everything is handled by experts in-house, as opposed to more general-purpose SEM firms that try to offer every service imaginable and end up farming out clients' PPC management to cheap outsourcers.

Another thing I don't see mentioned here that you might want to address is the fact that lately, so many people who try to go it alone with Adwords, or hire the wrong company to manage their accounts, end up getting banned. Explain why playing by Google's rules is getting harder and harder, and why hiring a specialized company like yours will allow them to minimize their chances of getting their campaigns slapped and allow them to concentrate on their business rather than spending hours trying to understand the latest Adwords guidelines.

[sashagilberg]

Originally Posted by Loren Woirhaye

Your copy elicits objections that hurt your position
right out of the gate. That's what I would call a problem.

In short: you're telling prospect's your services are
comparable to $2/hr people, but more expensive...

and better?

How much better?

$4/hr better?


Tons of other issues too. How committed are you to pushing
through this writing project on your own skillset?

Damn that's a great point Loren, I fixed it up straight away!

I'm open to hiring a pro copywriter to tell me what needs to be done differently so that I can makes some quick fixes and sharpen it up.

Once I get some cash flow I'd also be open to having a complete copywriting overhaul to increase the conversion rate once again.

[sashagilberg]

Originally Posted by Sam Mlambo

2. Try using a headline where you have "PPC Campaign Creation and Management Services". Something like "PPC Campaigns That Attract More Customers And Grow Your Business"

I definitely thought about that, but I'm trying to target med-large businesses and for some reason I thought a benefit driven headline would sound unprofessional to them.

Thoughts?

3. There are some spots where you could provide more info for you prospect. Don't let your most qualified prospect down by not giving them enough information. They're hungry for it.

Will def do that over the coming days and weeks. I just threw up the copy in one day so I could get the business up and running ASAP.

[sashagilberg]

Originally Posted by Benjamin Johnson

• One of the sub-pages on your site mentions having Adwords Qualified Professionals on staff -- this (along with the associated logo) should be on the main page.

Got this logo on the footer of every page. I experimented in the header, but couldn't find a way to integrate it smoothly.

• Is your target market only Australian businesses? If not, your statement, "If you want An Australian AdWords expert..." might confuse prospects in the U.S., Canada or the U.K. who might also be intererested in the services you provide.

I'm targeting Australian's, but I'm more than happy to do jobs for overseas warriors who want to outsource their AdWords (just not actively targeting them... not yet anyway!).

• Consider putting an opt-in form on the main page, and you might offer a special report of some kind as an incentive for opting in -- On your Services page, for example, you say "We’ve spent over $50,000 in trial and error across a range of industries to develop a process that produces the lowest possible click prices AND the highest number of conversions!"

How you developed this unique process and a basic description of how it works (without giving too much away -- useful, but incomplete) could make the basis for a report prospective clients would be interested in. Then follow up with an autoresponder series.

Because I'm targetting med-large business prospects, I didn't think they are the type of buyers that need convincing over email.

I could be TOTALLY wrong of course, thoughts on this one?

Two other things that jumped out at me that could be emphasized as part of your USP (but are currently below the fold, out of site) are the facts that your company is willing to work month to month without any contract commitment and offers a money-back guarantee if the client doesn't get a positive ROI.

One misgiving potential clients are going to have for PPC management is price, since they are already spending a lot of money on the campaigns themselves. So if you can guarantee them that either your service will pay for itself out of the higher returns you get for them or they don't pay at all, that will get you a long way toward overcoming that objection.

Yeah I should def find a way to make this stand out more!

You also position yourself with the statement "PPC is all we do," but you don't follow up with why this should matter to a prospective client -- you could get more impact out of this by explaining that your sole focus on PPC means everything is handled by experts in-house, as opposed to more general-purpose SEM firms that try to offer every service imaginable and end up farming out clients' PPC management to cheap outsourcers.

Good lead in!

Another thing I don't see mentioned here that you might want to address is the fact that lately, so many people who try to go it alone with Adwords, or hire the wrong company to manage their accounts, end up getting banned. Explain why playing by Google's rules is getting harder and harder, and why hiring a specialized company like yours will allow them to minimize their chances of getting their campaigns slapped and allow them to concentrate on their business rather than spending hours trying to understand the latest Adwords guidelines.

Will add this in somewhere too.

Thanks!

[leadgen_guru]

Don't like the following headline:
Your business may be qualified to work with us if you want:

Makes it sound like a privilege to work with you. How about something like: Are You Looking For..."

Something like that.

[sashagilberg]

Originally Posted by leadgen_guru

Don't like the following headline:
Your business may be qualified to work with us if you want:

Makes it sound like a privilege to work with you. How about something like: Are You Looking For..."

Something like that.

Yeah that's the effect I was going for because I can only work with a limited number of clients at a time.

And imo it adds more perceived value to my services because I'm not begging for their business like most of my competitors do.

[NikNikAndCauliflower]

Casual observations from a newbie:

I don't know if this is just because of the way I've come across your site - but that 'AVAILABILITY : LIMITED' - 'Your business may be qualified...' stuff comes across as being fake. Maybe there is a subtler way to do it...

Also - you might want to explain PPC a bit more or make the benefits a bit clearer - but this depends on who you're marketing it at as well. If I didn't know what PPC was - or why it profits me - I still wouldn't after reading your site. This is fine, but it may be limiting your potential clients??

Love
-Nick

[travlinguy]

Since this page looks like it's already been dissected pretty thoroughly, I'll comment on your headline. It's pretty bland. First 'may be qualified' might alienate certain people. Oh, My! What if I'm not qualified...

I think you need to sit down and list all the benefits of your service (your bullet points are all based on features) and then brainstorm as many of the possible BENEFIT-oriented headlines you can. Off the top of my head:

Are You Resting Easy At Night Knowing Your PPC Campaign Is Automatically Making You Richer By The Hour?

Would You Like To Be? Work With Us And:

Then list the benefits. Benefits are almost always oriented to feelings or emotion. Resting Easy, Feeling Confident, Feeling Secure, The Pride In Knowing You’ve Got A Fully Automated PPC System In Place…

You might even open with a benefit and attach that to one of the features of your service. Play with it, experiment. Good Luck!