AdWords Management - What Is USP? | Management

By KirtChristensen
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Word Count: 391

It's time to distill your message to its most salient point. Although you may think you have pared it down to a tight message, have you told your customers why they need to buy from you?

In managing your AdWords, this may well be the most valuable part. This ingredient is the one marketing ingredient that tops all others. With it everything about marketing gets easier. Without this ingredient, we may wander in a fog endlessly.

What is this Ingredient this miraculous Thing? It is simply having a crack answer to this question:

Why should I do business with you, instead of any and every other option available to me, including the option of doing absolutely nothing at all?

Here is another way to ask the question:

What do you uniquely guarantee?

When you have a convincing answer to these two questions, you will have ads that can write themselves. When you have a convincing answer to these two questions, you will have customers waiting to buy from you.

In a day when most marketing messages are obscure and convoluted, if you have an uncomplicated and unclouded mission it will stand out. Your USP or unique selling proposition is the answer, an impossible-to-misunderstand statement that is pointed and plain.

Less is more. Your business will grow, the world will sit up and take notice, and even your Google ads will write themselves, when you stand out from the crowd with a clear, simple, and utterly unique message.

USP? What's Up With That?

The acronym USP stands for Unique Selling Proposition. It is the thing that sets you apart, the product or service or quality that no one else offers. It is all about your speciality.

Your USP is about the uniqueness of your product, and it's more than that. It's your whole argument for not just your product but also its accompanying services, why it's necessary in the first place, and the timing of getting the product and seeing your problem solved now, rather than later.

A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn't clear or maybe isn't even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords bid management, he's the man!

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