I am fairly new to google adwords and was wondering if anyone could shed some light on this most likely stupid question. I am split testing ad copy for each of my ad groups to figure out which has the best CTR. This test has worked very well with one of the two ads emerging as the obvious winner. The problem is that in every ad group I have set up, the ad with the best CTR has the worst conversions. And the ad with the best CTR has lower conversion rates. Conversions are certainly the most important thing. What we all are going after. But at what point does this affect your ROI because you are paying more per click due to the lower CTR? I'm not sure what to do. Which ad to keep, which to replace in hopes of beating the winner. Any insights or suggestions would be greatly appreciated. Thanks, Carol
if your ad is getting a high ctr and zero conversions then you might be promising something that isn't on your landing page. or you could be in an industry that relies on a longer click to conversion time (2 - 3 weeks?). just because an ad gets clicks, it doesn't mean the user will convert on the spot. re-think your landing page, and if it's easy for the user to complete your action or find the product within only one or a few clicks. it could be many things, are you in position 1? that can also boost your ctr. is your ad screaming for people to click on it? again, just because it has a "high" ctr doesn't mean the user will convert. read these articles by dave davis at red fly marketing: http://www.redflymarketing.com/blog/adwords-ppc-management-mistakes/ http://www.redflymarketing.com/blog...your-adwords-quality-score-a-mini-case-study/
Your CTR is good.. but no conversions... 1st check: your keywords-are they targeted ones. 2nd check: your landing page - are the call-to-actions proper.