June 10, 2007
June 10, 2007
How To Prequalify Your Buyer With Your Adwords Ad
Category: Adwords
The goal of Adwords is to make more money from the sale of the product than the cost of the advertising. Makes sense, huh? Well, what if you have a steller ad, just are not getting the conversions? I mean the CTR is around 5-8%, but it is costing you more to advertise thatn you are actually selling.
There are 2 things you can do to prequalify your buyer.
- Change the ad. You are probably stating something in the ad, which is giving the wrong impression. Some people are looking for free stuff, and if you lead them to believe you have free stuff, then they are required to make a payment first, this does not always work. The buyer feels tricked, or duped, and will hit that back button in a hurry. You just paid .50 for the click and got nothing out of it.
- The second trick is to put the price of the product in the ad. This can work for you or against you. For starters, if you have the price in there, the buyer already knows what to expect. They make up their mind right away (based on the price) if they are willing to even look at it. This will keep many “window shoppers” out of your store. The down side to this is people make up their minds on price, not on the product. You never even give the sales page, or landing page, a chance to sell itself. Depending on the market you are in will decide what to do.
I just ran a test where my CTR was about 3.5% for a product, but I was not converting that much (about break even). So I added the price for the product in the ad, and the CTR dropped to .5%. And with no sales. Now I must decide if this product is even worth selling, or if I need to reduce my cost per click I am paying, or if I need to redesign the landing page.
So many things to think about!! But I tell you what, if you put the price of the product in the ad, you will definitely prequalify your buyer.