AdWords Conversion Crisis

Conversion Problems on AdWords Accounts

[Nancy99]

You know I used to think that I knew how to do AdWords, I am qualified, but lately I have had 3 clients who I am doing great at getting them clicks, but I am really having trouble getting conversions. Does any one have a historical conversion percentage that they would like to share as a goal.

I have read that the industry standard is about 6%, some campaigns will be above and some below.

We all know that conversions can sometimes be a factor of items outside of our control, but what is your process when an account you are managing is not getting them.

I have done this:

1. Increase of decrease CPC sometimes a factor of ad placement on the page, sometimes a factor of generating more clicks in the alloted daily budget.

2. Created a custom landing page focused on topic and creating features and benefits of products with a strong action message.

3. Now I have dropped drastically the content CPC to get more search clicks.

What do you do? I have a DVD video on cancer cures for $39.99 (I'm starting to think that it is the price of the client's product), a kids make it yourself board book for $20, and a door bar lock for $89.99 that are all having conversion problems.

Love to hear your suggestions and the process that you go through to try to help the client increase sales.

Thanks,
Nancy McCord

[limitup]

All I can really tell you is that there is such thing as an "industry standard" conversion ratio. It is entirely dependent on the source of traffic, the type of offer, and how it is presented. You could have 2 pages offering the exact same product, visited by the exact same people, and one could have a conversion ratio of 0% and the other 20%. The only "secret" is testing. Change *one* thing at a time, and test to see if it increases or decreases your conversions. If it helps, make it permanent. Rinse and repeat 10, 20 30 times or more as necessary. There are various types of split testing software to help do this if you need it. There is also more complicated split testing that involves making multiple changes at the same time, etc. Do some research on split testing, "taguchi", etc.

[BluBay]

Nancy, I dont know about the other products but the DVD on Cancer is priced too high. We are in a similar industry (Media) and what I noticed is when pricing product for the internet it is essential to be very competitive and make up by sales volume. . .

[poster_boy]

Split up the match types. You'll be able to unlock value in the more targeting 'types', then expand for volume.

[Nancy99]

Can you clarify what you mean by split in match types. I have already done all kinds of match options for the account and the best words I have tried "" [] etc. Do you mean split off the match types into separate adgroups or create a variety of match types on the same keywords as I have already?
Nancy 99

[poster_boy]

Break out your top keywords into different match types when bidding (it sounds like you've done this) and track each match type's conversions seperately.

For my lines of business, each MT has dramatically different values... if none are converting, you've got much larger problems. But, this is a good place to start.