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We don't sell cheap or discounted items
How does one avoid clicks from bargain shoppers?
ScottM




msg:4098241
 8:15 pm on Mar 15, 2010 (gmt 0)

How does one avoid those who are searching for cheap items?

Example:

Let's say that I sell cars.
VERY expensive cars.

How does one phrase an ad to discourage those who are looking for a low cost car?

I want to avoid the people who can't afford my cars and I ESPECIALLY want to avoid the curiosity seekers who want to see what a REALLY expensive car looks like.

Those clicks are worthless to me.

Any ideas for some copy?

 

arieng




msg:4098266
 8:29 pm on Mar 15, 2010 (gmt 0)

First, I'd add a ton of negative match keywords, for everything relating to sale, free, discount, cheap, etc.

Secondly, I'd use keywords in my copy like "premier", "quality", "exclusive", "for those with discerning taste", "luxury", etc.

If you're still having problems, I'd start putting my prices right in the ads. I've had success with this method, it really cuts down the number of clicks.

Sorry, no panacea here.

funkyville




msg:4098267
 8:30 pm on Mar 15, 2010 (gmt 0)

Two words: negative keywords

-free
-inexpensive
-bargain
-discount
etc etc.

As for the the curiosity clickers, I don't know. Actually, expensive cars seems kind of interesting. I wouldn't mind checking those out myself. ;-)

AdWordsAdvisor




msg:4098942
 5:50 pm on Mar 16, 2010 (gmt 0)

I always get a kick out of two people posting at the same time with the same excellent advice. ;)

To the above posts I would add that when it comes to cars, the name of manufacturer of the car says quite a lot. So, perhaps create very targeted ad groups in which the name of the car always appears in the ad (and in the keywords, too, of course.)

Very few people would mistake a Ferrari or Maserati, etc. (of any year, new or used, or in practically any condition) for an inexpensive car.

The same connection of brand to price would apply, though to a lesser degree I suppose, with brands such as Lexus, Cadillac, etc.

Even if that was just an example and the actual product is not a car, the brand names of 'premium' products seem to be pretty well known, and they are understood to not be inexpensive.

AWA

ScottM




msg:4098967
 6:29 pm on Mar 16, 2010 (gmt 0)

Thanks for the replies.

I'm leaning toward putting the price in the ad, for my brand name is relatively unknown. This is why I want to avoid the curiosity seekers.

I tried to think of something like, "If you can't afford this widget, don't click here", but that would just invite people to click on the ad.

I suppose, though, in some ways the higher price means I have more of a margin to allow for advertising, so it may be a 'wash'?

It's too bad there isn't anything like a "pay-per-lead" for my widget.

Thanks again for the ideas and I will certainly implement them as I move forward.

netmeg




msg:4099536
 2:29 pm on Mar 17, 2010 (gmt 0)

You also wouldn't get a good quality score with an ad like that.

I have run campaigns for clients with very expensive goods and/or services. The conversions were far fewer, but much more lucrative when they came in, and we just had to accept that we were going to get a lot of "washout" clicks in order to get the few converting ones. As long as you pay attention to it, you can still get amazing ROI.

If you're selling, for example, a $30k item in this economy, what's a few hundred bucks in wasted clicks?

One of the things you have to ask yourself though, is whether the nature of your product or service is such that advertising in Search with AdWords is the best way to go about it? Maybe a Content Network campaign targeted towards some sites with likely high end purchasers would be better. Or maybe some other kind of advertising entirely.

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