Fear Tactics

I clicked on an abt.com PPC (pay per click) ad and this message caught my attention—

comparison_site_banner

Notice the Purchasing from an unauthorized seller may invalidate your warranty text.

This is a very effective message for a PPC landing page.  Why?  Because the #1 objective of a PPC landing page is to prevent shoppers from hitting ‘back’ button (and reviewing competing ads).  And that’s what abt.com’s warning message accomplishes.

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