Envision a doctor with a unique solution to a heart problem or a hearing problem; he advertises this in an adword ad, without the price. He has lots of interesting, but required content on the site. People click on, and in spite of the content - - leave!
Now, envision the same ad with a costly retail price.
My theory is that the ad with the price will get far fewer clicks albeit much more quality clicks.
These other guys, costing me several hundred dollars a week thinking their going to get a $29.95 book as a unique solution to their problem, will be vanished?
What do you think?
[edited by: Shak at 8:46 pm (utc) on Feb. 6, 2004]
[edit reason] no specifics please, thanks [/edit]
seems like a simple solution methinks.
Shak
Yep & the more accurately the ad reflects the landing page, the better the performance after the click.
Right on the money.
Taking it a further step back, the more closely your keywords reflect what you actually have to offer, the more pre-qualified the people clicking on your ad will be.
For example, let's say you sell fine quality hand-made dry cat food in wholesale quantities.
If you run on the keyword 'cat' or 'food', then anyone clicking on your ad is likely to be a tire kicker. They may have been looking for 'freeze dried camping food', but your ad would still show up. They might click, just to see what you've got, but they are not likely to become a customer.
On the other hand if your keyword was 'wholesale dry cat food', then only people who are actually looking for what you have will see your ad. When they click on your ad, they are a pre-qualified customer.
Then if you do as skibum suggested, and send them to the right page on your website, you have a good chance of actually selling something.
Yeah, I know the example is a bit silly. But it illustrates the principle, and the principle is sound, IMO.
AWA
- Reduce the max CPC. If you are not getting returns, there is no point paying $0.23 per click.
- Create a new campaign. When you are selling a high-value product (or a service), one should not expect instinctive purchases. They need constant reminders about your product. Create a "newsletter" page and drop your AdWords visitors to that page.
That is, create a page that says "Sign up for our Heart Disease newsletter. Includes weekly Tips and tricks to avoid heart problems and more!". Collect the visitors' name and email ID. Along with the weekly tips, make sure you keep mentioning your costly product to your subscribers.
Make sure you enable Google conversion tracking for newsletter sign ups. You can check the effectiveness/relevancy of your keywords (same keywords as those in the OLD CAMPAIGN) based on the conversion rates.
Once you know which keywords are relevant, increase the bid prices of those keywords in the OLD CAMPAIGN too.
MQ
