However there is a more fundamental reason. By using the CTR in determining the placement of adverts, Google also maximises its revenue in a given time period.

Compare these bids:

• Client A bids $1.00 and has a CTR of 2%. If Client A’s advert is served 1000 times then the total revenue is $20
• Client B bids 50c and has a CTR of 5%. If Client B’s advert is served 1000 times then the total revenue is $25

You can see from Google’s revenue perspective its better to serve Client B’s adverts more often and in higher positions, even though the bid is lower!

Relevancy! Relevancy! Relevancy!

Lets dispel two myths with one stone:

• Myth 1: Surely these long letters, in “folksy” style  don’t work
• Myth 2: Even if they do, they are only good for down market products.

Well, this sales letter (non-web) written by the late copywriter Martin Conroy was used continuously for 28 years…making it the longest running control in history. And the product – Wall Street Journal!

The answer to the original question is that, in many markets, sales letter that engage customers DO WORK, and marketers keep using them because the Market Never Lies.

Here are some of the factors that influence whether a short or long page is appropriate.

Long Copy vs. Short Copy Performance—Influence Factors

This doesn’t mean you should rely on these “influence” factors to determine if you should use a long sales copy on your landing pages – but you should consider A/B testing longer copy, against shorter.

Lesson: Let the market decide.

The Audible.com Case Study

Here’s a sweet and simple lesson on getting a perfect QS

AdWords – First Page for a Penny

Adwords can get pretty expensive pretty quickly (costing you anything from 1 cent to $10 a click), so how do you ensure the best return for each click? In this article we look at the importance of landing pages to converting your PPC dollars into measurable sales or leads.

Pay Per Click operates as it suggests, requires you to pay for each click you receive. So how does this work? You bid on keywords that will deliver your advert to a high or low position (based on the value of the bid) on the right or top of the sponsored section of Google. Of course these keywords should be relevant to your industry and be specific. Depending how competitive your industry is will determine how much you are required to pay.

Every keyword campaign should have a targeted landing page. Why?

Firstly – it makes measurability easier. For example you can easily measure the Bounce Rate on your landing pages. The Bounce Rate is the number of visitors who arrive at your landing page, and … well … just leave. If you have a high bounce rate, say 60% it tells you your design and copy are not persuasive OR it tells you your advert copy is not authentic, because its not backed up when the visitor lands on the click thru page. If you promise the earth and deliver the moon, your visitors will bounce off to your competitors sites like rubber.

Secondly – and more importantly, you have the power to control the “customer experience”.

• Consistency: Your aim is to give a consistent and smooth experience for the customer, so that the text in the landing page, reflects the promises you made in the advert.
• Prominent calls to action: Your calls to action should reflect the offers you have made in your adverts. And your calls to action can
• Profiled message: Your copy can be “customer targeted”. If you sell CRM software, and are targeting professionals by placing adverts targeting keywords like “Accountants CRM” then your copy can specifically explain the benefits for those markets.
• Geo-profiling: Adwords allows you to place advertisement in specific local markets. If you are targeting Australian traffic with a particular campaign, then you can adjust your copy accordingly, by using local references, examples, and currency.

Finally - you can use split-testing and other systems to test the effectiveness of your copy, design, and usability – with real customers.

Postnote: The copy and structure of the landing page also pays a part in how much Google charges you for your adverts.  Here are Google’s basic requirements for landing pages https://adwords.google.com/select/siteguidelines.html