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Site Conversion Rates Using Adwords
please help
FriarSean




msg:1118440
 2:50 pm on Apr 2, 2003 (gmt 0)

I understand that the relevancy of the keyword(s) to my site, the copy of the adword, and the strength of the site all play into how many ct's you convert to customers. And I know I have to justify this financially before I start and calculate my max bid rates.

Can anyone share with me their "typical" site conversion statistics. Is it one in five ct's turn to customers? one in a hundred?

 

Shak




msg:1118441
 3:10 pm on Apr 2, 2003 (gmt 0)

anything from 1/1 to 1/10000

EVERY industry/website will have different stats, based on price, usability, information, market conditions, percieved value.

Its the magic question that NO 1 can answer.

Google adwords can drive the traffic, but your job as a salesPERSON to convert, just like in a shop or on the phone.

Shak

SinclairUser




msg:1118442
 3:47 pm on Apr 2, 2003 (gmt 0)

I tried google's ad words and I found that there are so many variables that the best way to approach the ad campaign is to actually set one up. You can limit the amount you spend so you can run some pretty effective tests. I found that some of the lesser used keywords still brought a lot of traffic at a lower CPC.

I found it very effective.
Chris.

FriarSean




msg:1118443
 4:03 pm on Apr 2, 2003 (gmt 0)

I am not looking for a magic answer or to justify my expenditure. I just would like people to share with me some of their site conversion rates on ct campaigns.

vibgyor79




msg:1118444
 4:38 pm on Apr 2, 2003 (gmt 0)

Okay then - One of my sites has a conversion rate of 1 percent while another one has 3 percent. Now does that help? It doesn't - because you have no idea about my website and its business category. Even if I do mention my website category, it won't help you in any way if it is not related to your industry.

The discussion will have some juice if one lists out the different variables that affect the conversion rates (with reference to AdWords). Once you know the variables, you can tweak them and arrive at the best possible conversion rate. Let me list out a few such variables (with ref. to AdWords)-

- Keywords selected.

- Number and QUALITY of competitors for that particular keyword.

- Your ad copy

- Your drop page. If you have multiple products, it always makes sense to "drop" the visitor to the respective product page.

- The country selection. A visitor from one country may find your $25 product reasonable while a visitor from another may find it exorbitant.

Clovis




msg:1118445
 4:52 pm on Apr 2, 2003 (gmt 0)

sean,

assuming you have an attractive website that is user friendly you should be ok. some SEO companies report an average of 4-11% for their clients they have assisted, but keep in mind that covers b2b as well as b2c websites. sorry to say the only way to know is jump in, mess up a few times, learn from those mistakes and correct problems as you go.

all that being said, i own a woodworking tool site with some partners. having an internet marketing background, i am in charge of this area for our company and decided to be very product focused and offer no more than 5 products on any given site. this lessens the number of visitors, but the conversion rate is higher because i dont advertise as "Tools" i advertise my specific products for each site. on another website i own, i use ppc to bring visitors to specific pages according to what they are searching for... i.e. the ppc word i bid on brings them to www.mydomain.com/product-they-searched-for instead of bringing every visitor to the homepage and let them search for whatever product they want.

martinibuster




msg:1118446
 4:57 pm on Apr 2, 2003 (gmt 0)

some of their site conversion rates on ct campaigns.

That is very sensitive information. It would be unwise to share this information publicly.

I have to justify this financially before I start and calculate my max bid rates.

There are too many unknown variables to come up with a useful calculation. Only a guesstimate, and guesstimates can blow in whatever direction you want them to.

You cannot complete an equation without your actual numbers. You can have a+b=c, but variables a and b will always be different for different businesses, variables that are further muddied by the type of competition, and how narrow or wide focused the keyword is.

To create the most accurate estimate, you can open up an account and research the words and competition. But even then, your ctr is an unknown variable that is partly dependent on not only your ad copy, but your competition's ad copy. Etc, etc.

There is ad copy, competition's copy, thorough keyword research, bid amounts, gap surfing techniques, automated bidding, coercive bidding techniques to pre-empt a bidding war, all kinds of mind games you can play in order to ramp up the clicks at the minimum Cost Per Click.

The way I see it is that you have to dive in for a month and do it to the best of your ability. If you have no experience with this, give yourself several months for the learning curve, or if you're in a hurry you can hire a professional to manage it for you.

Clovis




msg:1118447
 5:01 pm on Apr 2, 2003 (gmt 0)

all good points martini... don't forget click-fraud. if the previously mentioned bidding war does take place. your competition won't be happy you are a)taking their traffic and b)driving up their ppc costs. so to use up your budget and scoot you out of the picture, shady competitors may click on your ads just to tick you off.

FriarSean




msg:1118448
 5:18 pm on Apr 2, 2003 (gmt 0)

Clovis thanks for the help.

Don't Google and Overture have systems to prevent fraud?

martinibuster




msg:1118449
 5:27 pm on Apr 2, 2003 (gmt 0)

Don't Google and Overture have systems to prevent fraud?

Yes, and this hasn't been a problem for me. I've dealt with some pretty aggressive bidders, some come after you like a bull after a red cape, but they usually tone it down once the monthly bill comes in. It can become aggressive but I've never had a click fraud issue.

Clovis




msg:1118450
 5:32 pm on Apr 2, 2003 (gmt 0)

yes they do... in theory. however, i have noticed in the past when an agressive competitor and i are jockeying for the same terms then all of a sudden im on top and there is a "bid war cease fire" my non-converting visitors seems to jump off the scale and they are coming from my ppc. this noted spike has curiously gone away when i lower my bid and let the competitor have his #1 position. im not sure about the size of the company in terms of employees, but the click fraud prevention programs of both overture and google are IP based, if i understand correctly. point being, many clicks from different IPs are recognized as unique visitors, and thus im charged. not too bad if the bid is a nickel, but when you are over $1 per click or sometimes higher... the cost can really ad up quickly.

there have been several articles published at other popular information sites, simply go to google and type in "click fraud" at last check the article im familiar with is listed #6.

lisaevenson




msg:1118451
 9:41 pm on Apr 18, 2003 (gmt 0)

Any campaign should begin with a benchmark or goal. You should roll every penny into a profit to cover cost, plus some or its simply not worth the money invested in the first place. I think what he was really seeking is - what is the average profit ratio on CT campaigns.

If you spend $150 on clicks and receive $150 in business, I would discontinue (given say 6 months of analysis).

Does anyone have ballpark estimates on their personal ROI? I don't believe google offers this, nor does overture, on their sites.

Thanks.

markusf




msg:1118452
 7:04 pm on Apr 21, 2003 (gmt 0)

If your breaking even why would you discontinue? Any form of advertising is good, as long as you get your name out there you will have potential customers. Also keep in mind that people may see your add and type it in a new browser window instead of opening it directly from google.. This distorts the stats.
I was wondering if there was any site that listed CT returns etc? I would be very interested in some of this information.

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