Simplicity: The Most Important PPC Principle In The World

I love this simple declaration from the Post Click Marketing Blog:

to make something appear simple is the most valuable ability that you or anyone on your team can have. It’s the hardest thing to do. It takes the most time and talent. And it requires the most self-confidence and nerve. It’s the rarest of characteristics.

One of the most important things you can do for your pay per click ad as well as for your landing page is to simplify the language. Don’t make it so complex that your users will have a hard time grasping what it’s all about. They won’t click if they can’t understand it. Simplicity really does close sales.

For instance, instead of using industry terminology to describe your whirligig, why not call it what your customers will call it? Even if it isn’t the technical name, the popular colloquial name could be better. The bottom line is: What will they search for? What search term will they use?

Simple ads sell better. Simple ads get more clicks. Simple landing pages with simple language convert more sales. That doesn’t mean you should just write one-line landing pages. It does mean that you shouldn’t complicate your sales message with big words that people don’t understand and write in long sentences and paragraph structures. Keep it simple and appeal to people’s emotional triggers. You’ll close more sales.