Lower Cost & Increase Conversion of Your AdWords Ads
by: Karon Thackston
Comparison shoppers are the mortal enemy of pay-per-click (PPC) advertisers.
When you're paying each time someone clicks your AdWords (or other PPC) ad, the last thing you want is a person determined to visit every site to find the best price, the closest location or the most secure guarantee.
But, with many categories of products or services, it's bound to happen.
There is a way to eliminate many of the lookers, however.
When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site.
How is it done?
By inserting text that will purposely eliminate arbitrary visitors.
Qualifying Your PPC Leads
Purposely eliminating visitors sounds like an awful thing to do, doesn't it?
Perhaps, until you consider the fact that - once these visitors got to your site and found out the details of your offer - they'd most likely leave anyway.
Why not save yourself a click (and the money associated with that click!) and prevent the visitor from running up your monthly AdWords bill?
This is exactly what Steve Jackson of Conversion Chronicles and I discussed awhile back.
Since that discussion, I've come up with a process that will allow you to easily write pre-qualifying ads when you use these simple steps.
Step One
Outline the specifications of your offer.
Be precise.
List all the details of the offer, the price, length of time, physical location, size, etc.
For example, say you have luxury cruise packages available.
You'd want to list the details such as: packages depart from New York City and go to several destinations in Mexico including Cozumel, Puerto Vallarta and Mazatl?n from December 5-15 for a cost of $2500 per person.
Step Two
Go back and highlight anything that would be a deal breaker.
This is a luxury cruise, so the cost of $2500 per person might be too much for most people.
Quite often, cruisers are looking for the best deal possible.
Also, the cruise only leaves from New York City.
The additional airfare cost might not be something your site visitors want to add to the cost of their trip.
Or, it may be inconvenient to depart from New York City.
What about the dates?
These cruises are only available on the dates of December 5-15.
Your site visitors may not be able to take a holiday during that time.
Does the visitor want to sail to the locations on the itinerary?
Maybe they've already been to Cozumel, Puerto Vallarta and Mazatl?n and are looking for a cruise to Cabo San Lucas.
Are there other factors that might force shoppers to decline the offer and move to another site?
If so, list them here.
Step Three
Now, decide which bits of information you want to include in your AdWords ads.
You'll want to test and track to see which combination of details bring the lowest click-through rates along with the highest conversions.
For example, your ad might read:
Luxury Mexico Cruise 12/5
Tour tropical Cozumel, Puerto
Vallarta & more. Leave NYC. $2500pp
That would give a lot of information that would keep unqualified visitors from clicking through to your site (and running up your AdWords bill).
At the same time, the use of words like "luxury" and "tropical" help the searcher visualize their wonderful vacation.
Another example could be a special shipment of microwave ovens.
Let's go through the steps once again.
Step One
The specifications include: convection/microwave combination, built-in with light and vent features, 1200 watts, white, $900, available on the Internet only.
Step Two
Any of these could be used to weed out visitors.
Someone may not want the convection feature.
They want a countertop microwave rather than a built-in model.
Twelve-hundred watts may be more powerful (and larger) than the visitor needs.
Their kitchen may have stainless steel or black appliances, not white.
Lastly, $900 could be more than they have budgeted for a microwave.
Step Three
Again, you'll want to test and track to see which tidbits of information work best to bring qualified leads, reduce CTR and costs, and improve conversions.
Your ad might look like this:
Powerful Convec/Microwave
Special purchase. Attractive range
built-in with 1200w. Only $900.
Rather than using generic terms to describe high cost or frequently compared PPC items, get as specific as you can with "disqualifying" copy.
By weeding out those who would likely take one look and leave, you can save yourself a lot of money in AdWords expenses while increasing conversions.
by Karon Thackston © 2005
http://www.copywritingcourse.com
About The Author
Karon Thackston is author of "The Step by Step Copywriting Course" at http://www.copywritingcourse.com and ?How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy).? Discover the secrets to creating SEO copy with a perfect balance between keywords and natural language. http://www.copywritingcourse.com/keyword
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"Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
"Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
by: John Navata
The reality of traveling is that it is quite expensive relative to most people's incomes. Unless you're fairly well-off, you won't be able to travel regularly throughout your life until you master some discount travel techniques. The art of discount travel is more then simply one quick trick, it is an overall approach that you can, and should, apply to every element of your trip. For example, you should explore charter flights and last minute deals, etc. to get the cheapest possible airfare. Once you arrive in a foreign country, you should meet some locals and establish where the cheap places to eat and stay are. Discount travel involves a lot of small things that when applied together result in big savings, and allow even those on moderate budgets to travel regularly and enjoyably.
An important concept to get used to if you want your money to last while...
"Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
Airfare > "Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
"Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
"Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
by: John Navata
The reality of traveling is that it is quite expensive relative to most people's incomes. Unless you're fairly well-off, you won't be able to travel regularly throughout your life until you master some discount travel techniques. The art of discount travel is more then simply one quick trick, it is an overall approach that you can, and should, apply to every element of your trip. For example, you should explore charter flights and last minute deals, etc. to get the cheapest possible airfare. Once you arrive in a foreign country, you should meet some locals and establish where the cheap places to eat and stay are. Discount travel involves a lot of small things that when applied together result in big savings, and allow even those on moderate budgets to travel regularly and enjoyably.
An important concept to get used to if you want your money to last while...
"Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
Airfare > "Find Out Why You Want to Bargain When You Travel in Foreign Countries!"
How To Save Your Traveling Cost
How To Save Your Traveling Cost
by: Susan Wong
Have you ever dreamt of sampling local wines in Tuscany in September? Will it be a wonderful time to visit Paris in the spring? Enjoy the English countryside in the summer? You may think this is just a dream and cannot reach. It doesn't have to be.
You can travel to some of the world's most interesting and beautiful locations and you will only pay for airfare, dining out and tourist attractions!
Now, you may have questions whether how this can be? The concept is so easy you just use a housing exchange service. You may not know that this service is widely used in Europe, Asia and Australia.
It is so simple like this. You just choose a country you want to visit, duration, and the exact time you want to go. Arrangements are made, and you exchange homes with someone else.
This is how it works and you can cut your costs up to 75 percent. By staying in a home, you're not paying the...
How To Save Your Traveling Cost
Airfare > How To Save Your Traveling Cost
Inexpensive Travel - The Key
Inexpensive Travel - The Key
by: Steve Gillman
Inexpensive travel can be accomplished in two basic ways. First, get the best deals on the specific things you want. This approach is very limited though. For example, if you find the lowest price on the best hotel in Honolulu at the height of the season, you'll save money, but still have a very expensive room. Trying to get exactly what you want - or think you want - is an expensive proposition, in travel and in life.
The other approach to inexpensive travel is to be an opportunist. This may be difficult for some, and entirely unacceptable to others. Nonetheless, the travelers who get to travel the most, learn the most and do the most, are the opportunists.
When I first went to Ecuador, I went because it was cheap. If it wasn't, I would have had a great time anyhow - somewhere else. A month cost $1045, including airfare, a $130 fee for a guide to take me to the top of glacier-covered Mount...
Inexpensive Travel - The Key
Airfare > Inexpensive Travel - The Key
How To Save Your Traveling Cost
How To Save Your Traveling Cost
by: Susan Wong
Have you ever dreamt of sampling local wines in Tuscany in September? Will it be a wonderful time to visit Paris in the spring? Enjoy the English countryside in the summer? You may think this is just a dream and cannot reach. It doesn't have to be.
You can travel to some of the world's most interesting and beautiful locations and you will only pay for airfare, dining out and tourist attractions!
Now, you may have questions whether how this can be? The concept is so easy you just use a housing exchange service. You may not know that this service is widely used in Europe, Asia and Australia.
It is so simple like this. You just choose a country you want to visit, duration, and the exact time you want to go. Arrangements are made, and you exchange homes with someone else.
This is how it works and you can cut your costs up to 75 percent. By staying in a home, you're not paying the...
How To Save Your Traveling Cost
Airfare > How To Save Your Traveling Cost
Which Is Which: Cheap Laptop Or Cheap Desktop?
Which Is Which: Cheap Laptop Or Cheap Desktop?
by: Florie Lyn Masarate
Should you buy a cheap laptop or a cheap desktop?
You may find yourself asking that question many times while shopping for a computer. This guide offers you the pros and cons of owning a laptop versus a desktop pc.
1. Processing speed
Comparing processing speeds, laptops usually lag behind their desktop counterparts. With the rapid advance in microchip technology, the gap...
Which Is Which: Cheap Laptop Or Cheap Desktop?
Airfare > Which Is Which: Cheap Laptop Or Cheap Desktop?
Southampton Airport: a Cheap Gateway to the UK?
Southampton Airport: a Cheap Gateway to the UK?
by: Keith Barrett
The rise of the internet seems to have brought many benefits, one of which has undoubtedly been the increasing flexibility that we now have at our disposal when booking holidays.
This is particularly true in the case of flights. Online flight price comparison websites ensure that we can shop around to seek out the best deal from a variety of agents and airlines.
People flying to and...
cheap
Airfare > Southampton Airport: a Cheap Gateway to the UK?
Disability insurance
Disability insurance
by: Jakob Jelling
Disability insurance will allow you to keep a usable income even if you are disabled.
Disability insurance is the best way to make sure that your income will be protected. While everybody can benefit from disability insurance, it is especially important for people who have jobs that require a lot of mobility. If you are disabled in some way that will prevent you working your old career, then disability insurance will...
Airfare Lower Cost & Increase Conversion of Your AdWords Ads Disability insurance
Airfare > Disability insurance
The Importance of Auto Insurance to Teens
The Importance of Auto Insurance to Teens
by: Greg Carson
Teenagers these days are very expensive, from jewelry to their trendy clothes, the latest gadgets to allowances and to paying for weekend hangouts. But as any parent would tell you, the most expensive part of having a teenager is giving them an auto insurance policy.
Making your teens safe while they are driving is one of the most importance issues in your auto insurance policy. The money you spend...
Airfare
Airfare > The Importance of Auto Insurance to Teens
Satellite TV FAQ
Satellite TV FAQ
by: Brian Stevens
As the owner of a satellite TV website I get asked a lot of questions, so I decided to write a satellite TV FAQ (frequently asked questions) article to answer the most commonly asked questions.
If you have questions I haven't answered in this satellite TV FAQ, you can visit my website to get more satellite TV information by clicking on one of the links below this article.
1. What is satellite TV and how does it work?
A...
Satellite TV FAQ Airfare
Airfare > Satellite TV FAQ