Recently, tried another copy adding one word that I had not used before (it is not free or anything like that, just another way to generally describe a store)
To my amazement my ctr has jumped appx 20%.
My conversion rate seems to be going down a bit possibly because ctr is so much higher.
Should I worry about lower conversion rate as long as
ROI is still positive? Any thougts?
On another note, maybe you should hire yourself out to people writing ad copy.
what was the word? :)
widget
I for one do not bother too much about ROI. What interests me more is the net profit.
For example Adcopy X might have a CPC of $0.10 and gets 100 clicks a day and an ROI of 100%. Thus it makes a profit of $10 for me. Adcopy Y might have an ROI of only 50% but if it has the same CPC of $0.10 and brings in say 300 clicks a day. Then I make a profit of $15 a day. So for me adcopy Y is better even though it has a lower ROI and I would choose it as long as I have enough working capital to pay for the higher daily expense of $30.
The other thing that you could do with adcopy Y is that since it has a better CTR, you can lower your Max CPC and still maintain the same postion, thus improving your ROI.
"It is a socialist idea that making profits is a vice; I consider the real vice is making losses." - Winston Churchill
Forget ROI - Just give me the Profits:
[webmasterworld.com...]
I've been an adwords advertiser since day 1. I have tested inumerable combinations of copy and, until recently, felt I had the "best".
Recently, tried another copy adding one word that I had not used before (it is not free or anything like that, just another way to generally describe a store) To my amazement my ctr has jumped appx 20%.
Interesting story, ffctas, which really illustrates the value of testing/monitoring/improving.
I've heard a few stories just like this in the past, where one word made a really big difference. It is almost like finding a magic word that describes exactly what the user truly wants.
My favorite example, from a long time ago, was an advertiser who had vacation rentals, and had his CTR go way up when he hit on a single word which really resonated with users. I won't mention the actual word, but the key concept turned out to be that his customers really wanted privacy in their rentals.
AWA
