I have a general adwords search phrase that relates to my site. I get a bunch of clicks from it but it doesn't seem like it is converting very well at all. This is for an ecommerce site, not adsense or anything like that. So the ROI on this adwords phrase is poor. My question is, is it worth the expense to get the exposure and hope they come back and purchase later or drop this adwords phrase all together? Part of me says this is the expense of advertising. Let people know you are here and they might come back later and purchase. What are your thoughts?
depends. if you pay 5 cents a click and not much compatition there, it is a cool method for branding. if you have high bookmarking rate, they may be coming back after months. if you py 5 cents a click and get 100 clicks a day, i would keep it. this is just $150 a month branding. heard of anything cheaper? ;-) of course, everything depends. I was once bidding on a keyward: [dubai hotel] and after 200 expensive clicks i found out people search it not to book but to see this: http://www.burj-al-arab.com/ of course they only wanted to see the pics and read