I have a bit of a problem with a very good client. They have a great daily budget on a competitive but very optimised campaign. They have four separate campaigns and have a CTR of over 6% but the level of enquiries that are received by the client compared to the spend/CTR is poor. The ads are worded correctly and are very focused on what the client offers, the keywords are fully targeted yet the level of enquiries is still low compared to clicks. Can anyone suggest why this would be and/or a way of overcoming this issue? Thanks
Might be because of poor keywords. Generally, don't use the broad keywords. Try long tail ones, they bring less traffic, but it's more targeted.
Thanks for the reply. I accept totally what you are saying but... If the client sells a single product, let's say Red Wine from France then how do you expend on this very specific criteria without moving away from the true visitor? Red Wine France French Red Wine etc etc I don't want to be using JUST Red Wine as that will cover a whole range of competition from other countries and suppliers. Yes I can add regions, but that has already been done. The actual conversion of clicks to enquiries is extremely poor even through the keywords are VERY targeted!
Well, if you don't want to go too far with your keywords, then try to change something in your ads. Let's say, try putting a price in the ad text, and watch if this helps.
For Red wine from france, you can use: Buy france red wine red france wine sale purchase france red wine If the site sells the wine cheap, you can use: cheap france red wine. If the site sells it online: France red wine delivery people who searches those terms are more likely to buy and convert sales. Just think as the customer: if you have have a credit card in hand, what would you type into google to purchase red wine from france? Now if you use phrase match, you might want to put negative keywords. Think of people who would search for red france wine but not likely to buy: -free -etiquette (ppl who are searching for tips on drinking wine properly) -how to drink -guide (ppl who are searching for guides on picking good red wines) -health benefits Hope that helps.
I think this is my problem. The keywords are tight! I mean they have been worked on and worked on until they are VERY targeted! The ads that are running are so specific that there is NO chance of the ads appear for anything other than red wine from france! Yet the conversions are terrible!!