Msg#: 7296 posted 10:09 pm on Jan 17, 2006 (gmt 0)
Targetting the specific product page makes a huge difference. When people go to google to do a search, they are usually searching for something specific. They don't want to be led to a webpage where they have to search for the item again.
Also by targetting the specific product page, you can get a better control on your keywords and your ROI.
When you think about organic vs PPC conversions - PPC should always be higher for the same keywords.
The only reason PPC should be lower is if you want some exposure on broad terms that are used at the beginning of a sales cycle that don't necessarily convert immediately (or want some other branding/exposure for non converting keywords whatever the reason).
Outside of the above scenario - PPC should always convert higher. With organics, you don't always dictate what keywords you rank for and what page that visitor will goto first.
With PPC you control the keywords, the expectation (ads) and landing page.
I'd start by lining up your organic keywords with your ppc keywords, looking at the conversions side by side and examine the differences.
The other thing you may want to take a look is your ad text. Does it attract more to the those who’re looking for information only or those who’re looking for an online store to make a purchase. I’ve realized that when the ad text makes itself clear that it’s not some places for freebies, you get less clicks but the conversion rate can be higher.
Also consider reviewing your terms. Are they broad just to get traffic? Then try focusing on more exact product matches. You can bid on "computers" or you can bid on "refurbished apple imacs" the more exact the phrase the more likley you'll convert.
Are you using negative keywords to refine your search? Example: if you sell computers (you may not want to show for "computer software" so -software out of your results.
Basically, keep testing landing pages, text ads (add a few new tiles and compare results), focus your keywords and add buy phrases to your keywords, add negative terms, and keep adjusting.