I will likely end my trial with Adwords tomorrow. I had set a limit as to what I would spend, and if it was not successful, I would end there. I think that end will come tomorrow.
We feel we have a good landing page. It's appropriate for the ad, it's informative, shows how to buy, and it's not entirely unattractive. Apparently we have a fine ad, since we have a good CTR. But we have not had a single conversion. We are not doing Content Network.
The "widgets" we sell are pretty expensive. Most are in the $1500-$2000 range.
Does Adwords generally work better for stores that sell less-expensive "widgets"?
Any suggestions before I pull the plug for good?
Could be your CTR is too high. With high value items you only want those most likely to buy to click through, so you often want a lower but a highly targeted CTR.
I've found with some high value items that the content network performs better than search - people research more, and may click on your search ad too early in that process. If they click through from a content site where they have done the necessary research they are more in buying mode.
It's a very tricky balance to get right and can take quite a bit of experimentation.
[edited by: abbeyvet at 5:43 pm (utc) on Aug. 20, 2007]
As no product of that value is an impulse buy, could it be that you're not leaving it long enough to achieve a conversion from your AdWords traffic?
Have you tested clicking your own ad and completing a sale? Perhaps there is something broken along the chain. It's not unusual for the ad URL to be incorrectly set and all those clicks hit a 404 page. (I've seen it, done it, and have nightmares about it.)
If you are confident the site is working, I would look at keywords next. Are your keywords too broad? Maybe your clicks aren't converting because they are coming in on the "wrong" keywords. Some negative keywords are always a good idea.
If you know your site is working and you know your keywords are good, then (and only then) would I say you could pull the plug. I've yet to find a niche that couldn't profitably be served by Adwords. But some take more work than others. ;)
no, don't quit.. There's a lot of tweaking you can do. In my experience you almost always lose money right off the bat.. Get the smallest amount of clicks possible.. I like to hover at around a 1.0% CTR. Anything below that and you stand a chance of getting your keywords inactive.
I find the traffic from Google itself is the best converting.. Try removing your ad from the search network and avoid the content network until you understand what you're doing a little better..
It's not the amount of traffic you get, it's the amount of sales you get.. Build your campaigns around that principal.
It may be worth putting the price of the widget on the ad itself to encourage clicks from serious purchasers only
|Does Adwords generally work better for stores that sell less-expensive "widgets"? |
I have one client who spends quite a bit with AdWords (mid five figures per month), because it works for them - and their widgets (or I should say, widget services) run $5900-$7500. So yea, it can certainly be done with expensive widgets.
Most of what I would suggest has been mentioned here. Do you know what your bounce rate is? Average time on site from the people who come in via AdWords? Are you running Google Analytics, or any other kind of analytics? If not, I'd strongly suggest it. Find out exactly what the people who click on your ad are doing once they get to your site.
I'd get another pair of eyeballs to look over the landing page and the ad text. I just last week had to cut a landing page to ribbons, because it was so long - and I hated to do it, because I felt the information on it was vital, but I think it was scaring off the civilians; sure enough when we introduced the newer, shorter page (with links to more information if it was wanted) and moved the call-to-action even higher, the conversions went up. The thing is, I made the first page, and I felt it was great, but when my partner took a look at it (and he wasn't emotionally or timewise vested in it like I was) the first thing he said was "WAY too long" - and he was right. I'd lost the forest for the trees for a minute there.
|I had set a limit as to what I would spend, and if it was not successful, I would end there. |
Many successful business persons will tell you that the main reason for their success is the fact that they were "too dumb to know when to quit".
Thanks for all the suggestions.
The URL in the ad is working. I did test it once and I keep a eye on the logs.
How do I get my CTR down? I think I have good negative keywords and I really think the ad is very explanatory anyway. I don't understand why anyone would click it unless they mean it - I think you can tell from the ad what you're getting.
For now, I have greatly reduced my max CPC. Perhaps I had it too high before?
This morning I notice I have a "Budget Alert": Your ads are not receiving 57% of their eligible impressions due to your current budget settings. Increasing your budget can maximize your ad exposure and help your ads receive more clicks.
Does this indicate that I should have decreased my max CPC long ago?
I suspect they were referring to that they didn't quit their business, not that they didn't quit a failing marketing effort. I'm quite tenacious, but I'm not going to forever throw money down a hole.
|Many successful business persons will tell you that the main reason for their success is the fact that they were "too dumb to know when to quit". |