I'am about to set up a campaing for a company that sells two different products, however the keywords that describe them best are the same. Of course, I could find more specific key phrases for each of the two products, but we are on a small lokal market and if I do so, our impressions and clicks will be too low.
It seems I have to create at least two ads for every ad group containing those shared keywords and let them rotate evenly. Or have you any other idea?
Thank you very much!
Not a good idea.
Because, each of the two products probably have different prices, profit margins and (web page) conversion rates. You can't adjust the bid prices for your two ad copies if you keep them in the same campaign.
First, ask your client about the desired cost/conversion for each of the products. Then create two seperate campaigns for each of the products. Set the max CPC for the two products (campaigns) based on the expected conversion rate and profit margin.
Too few searchers for the specific phrases is the probelm here, not ROI :-(
If you make two different campaigns, then you need to set the max CPCs close to each other so one doesn't get most of the impressions, but it will give you better tracking data to determine which is getting you the better ROI/conversion %.
This is an idea, but it can be full of other problems - just the first thing that came to mind.
Can you make ads that relate to both of the products, or a good ad that if viewed by a person searching, the searcher will think it relates to the product they searched for, so you could have some ads being relevant to both of your products? Dynamic Insertion [webmasterworld.com] (message 10) can help here.
Then take them to a split landing page, one that supports both products, and they have to click for additional info/purchase on the exact one they are looking for.
The above landing page needs to be tested quite well, as you might lose some people right from the beginning as the landing page isn't exactly what they wanted and you're adding an additional click. Landing Page & Ad Testing [webmasterworld.com] (message 5)
Remember, you don't care about losing some visitors, your goal is to keep the ones who are likely to convert. If your conversion percentage doesn't change, and you're losing people on the first page, then you might just be losing those who wouldn't have converted anyway. (Keyword being might, testing other landing pages could possibly increase your conversion %).
In fact, one of the two products is a book on a topic and the second one is a training course on the same topic. The topic itself is so specific, that people used to search for only that one word (and few synonyms) and only very few of them combine it into two-word phrases.
However, I'll set up an ad gourp "Learn topic...", put all shared keywords in it and make a new landing page for it as well.
Thanks again!
Of course, I could find more specific key phrases for each of the two products, but we are on a small lokal market and if I do so, our impressions and clicks will be too low.
In addition to the suggestions already made, I'd like to add another.
At least consider creating two separate Ad Groups, each one running on a set of very specific (and therefore different) keywords.
If you feel that the number of impressions will be too low doing this, then expand the keyword list and use a variety of very specific keywords that all describe the same thing. This way you may get your desired impressions across all the keywords. And, as a huge bonus, you'll most likely have a more pre-qualified customer, a higher CTR, and perhaps a higher ROI as well.
For example:
Product 1
widget book
widget books
widget text
widget texts
widget text book
widget text books
widget information
widget info
Etc...
Product 2
widget course
widget courses
widget training
widget training course
widget training courses
widget seminar
widget seminars
widget training seminar
widget training seminars
Etc...
Just my 2 cents.
AWA
