For a site that is not an affiliate, but a business, and which ads are written perfectly to mean what the business is about. How much "single page view" visitors could I expect to receive from the adwords campains?
I've always considered this kind of visitos a bit like an alarm sign, posible click fraud or cheap traffic from the content network.
You get this all the time; i've seen it on every AdWords campaign i've ever run and through natural search results.
Visitor comes through with referer of:
....google.com/search?q=extremely+rare+impossible+to+find+widgets
They land on your page selling extremely rare and impossible to find widgets, and never go any further.
Possibilities that should be less alarming (if paid for traffic):
* They're looking for FREE extremely rare and impossible to find widgets. Putting a price in your ad (which I think is allowed) has been discussed a number of times as a way of filtering out the "want something for nothing" crowd, as of course is using -free as a keyword (not really any use in this example though)
* Your page is so good that it provides all the information they need to make a buying descision, and decide not to.
* Your page is so bad that they quickly decide that they wouldn't want to buy from you regardless.
* Your page is good enough to interest them, but they haven't really got time to go through it in-depth right now and add you to their favorites in order to come back later for a better look. Unfortunately these days with browsers requesting favicon.ico all the time you can't really tell if somebody has added you to their favorites or not.
Probably plenty of other "good" reasons for a one page wonder, but I agree that it is easy to think the worst and alarm bells do ring. You're not the only one!
First I made a site like subdomain.domain.com with pages 1 2 and 3. Each page lead to the next via a "learn more" link, eventually leading to the "buy this widget now" link.
With a 3% ctr from adwords, of that 3%, only 2% continued on to page 2. Of those, only less than .1% continued to page 3. Of those, less than .1 went on to buy the widget.
Then I remade that subdomain with only ONE page and a "buy this now" link at the bottom and in the left margin. Of the 3% ctr visitors, 22% made a purchase.
This is a big jump (2 to 22 is huge to me) that leads me to believe that the folks looking for my specific widgets just want to get in, see that it is indeed what they wanted in a short time, buy the dang thing, then get on with their lives. None of that "our widget is great, read this ton of material as proof" sort of stuff.
For this reason I don't use adwords to send to my main site. Intead I get right to the point then display my main site's link in the "thanks for your order" page.
Think maybe your widget draws a similar crowd?
Good luck.
