LucidSW - 10:07 pm on Sep 30, 2011 (gmt 0)

> The thing is though, the ad with the price is the one performing better (in terms of lower cost per sale in adwords)

We were not talking about ROI but CTR. As for CPCs, I thought it was explained.

> I've priced it so that it is the most expensive source of the product in the market and it is being promoted on the basis of quality, fitness for purpose etc.

Just my point. You are preventing people from knowing about quality because many, probably knowing they can get it cheaper, don't click your ad and read your copy. In my mind, you are putting the cart before the horse. Try different ad copies without mentioning price.