I am running an Adwords campaign for my small counselling practice. I target the ads in my area only as it would be pointless otherwise. So far the results have been very pleasing. I am thinking about another campaign but common sense is telling me that it can't work. I produce a range of self-help cds. My profit on a cd is approximately £9 which I can't complain about. However, if I promote these on adwords, taking into account the fact that the expected conversion rate is around 1 percent, even at a maximum of 10p per click (£10 per 100 clicks) I think I would only break even at best. Also, I think I would need to bid a lot more than 10p to get my ads high enough to be noticed. My question is, is there any way that this can work or maybe something that I don't know abiut. Any help much appreciated.
Mention the price on the ad and write the ad in a way you make sure that only people that are REALLY INTERESTED in buying your product will click on it.
So Daniel, do you think that if my ad is written this way, I can expect a better conversion that 1 percent. I have around 13 different titles and I am thinking I may need at least 3 ads per title. I can see my costs spiralling out of control very quickly. Am I being over cautious.
Yes, you need to make ads that will only interest those who are potential buyers (those which are easier to convert, you might have to appeal to their emotions on the ad) and target specific keywords which you know these type of people might search for. I would also suggest reading Brad Callen's Free AdWords Ebook.
I agree, if you try and target your audience more specifically so that they are more likely to be interested in purchasing your product your cost per conversion should come down.