Are you a Google Analytics enthusiast?
More SEO Content
Lower Positions On Pay Per Click
Posted 19 May 2009 - 02:25 PM
Questions: 1. Has anyone else noticed this phenomenon in other industries? 2. Could this translate into SEO? Any other feedback welcome.
Posted 20 May 2009 - 11:48 AM
I have a question. Are you saying that you've noticed a better click through and conversion rate on your ads when you've lowered your bid on those same keywords, or are you just looking at the ones where you happen to have a low bid in comparison to competitors? If it is the latter it could have to do with your ad copy being better (better targeted click through) and having a great landing page (better conversion).
I think there is something to your statement about some people just clicking on the first result a bit frivolously, compared to further down the page where they might be more serious. It sounds logical, but I haven't seen any data.
We use an agency for our PPC and they use an efficiency model. So sometimes a keyword actually performs more effectively on the basis of ROI when it is in 8th place on average. Basically they use the law of diminishing returns and find the sweet spot for each keyword. I find it's a hard concept for some people to understand, especially if they are stuck on being #1.
As far as the translation to SEO I think it's a totally different creature. Since with SEO you donít have a per click cost there isn't a real problem with having more people clicking on your page, other than driving down your conversion rate. But if you've done proper SEO then you shouldn't have much junk traffic to even affect your conversion rate.
Posted 20 May 2009 - 01:14 PM
Posted 20 May 2009 - 02:23 PM
If I had to guess, what you're seeing probably has to do more with those less expensive ads being better targeted to your real potential buyers than anything to do with where the ads are placed in the listing or how much you're paying for them. As an aside that's not an aside, the more general or generic your targeted terms the more general or generic your potential audience. And often PPC ads for these more general/generic terms cost more because too many don't actually look at conversion and ROI.
I often won't even bid on those glaringly obvious, way too general terms. There are simply too many people who are not in the right mind set who might search for something using those general phrases. And if I do bid on them I make sure I'm doing it as either an exact match or include some negative stuff to keep my ad from showing up in front of certain searchers.
As a quick example let's say I was bidding on a highly competitive and expensive term like Prom Dresses because I sold high end designer prom dresses. I would either do an exact match so that my ad only shows up when that phrase and only that phrase is the input, or at the very least I'd want to set up negative matches for phrases like Cheap Prom Dresses, Discount Prom Dresses and so on. After all, nothing I sell is cheap or even inexpensive. So why would I want to pay for traffic that stands zero chance of ever converting for me?
Posted 21 May 2009 - 09:40 AM
P.s. Can you give me a link to the article you wrote?
Posted 21 May 2009 - 09:57 AM
Posted 21 May 2009 - 10:02 AM
no worries if you can't find it Randy. Thanks!
0 user(s) are reading this topic
0 members, 0 guests, 0 anonymous users