Read the rest of the article here - Adwords ROI Article. This may just be the easiest money you'll ever save.
It's true what they say, but they might get scared off by the price before they see the details. For me I don't list my hourly rate on my website, so they need to call, which gives me a chance to explain more about my service and give the potential client warm fuzzies about the quality of what they are getting. This approach may work in some cases where quality of service is not such a big issue.
I would prefer to lose the potential visitor BEFORE they click the ad rather than after. That way you spend less money on Adwords but your converting visitors will still come.
Also, don't forget to use negative keywords like free or cheap or anything else similar that isn't going to get you the type of traffic you want.
Yes. For me I have had my ad show over 200 times (probably not a lot in the grand scheme of things) without one single click. Does this seem like an unusual situation I wonder? My ad is very specific and limited geographically to the areas I can service easily. I am waiting for my artwork for a mailer. I think that is how I will generate most of my business. I am also considering a yellow pages ad, but that is expensive. Probably worth it though in the long run. Both PPC advertising and SEO seem like a hard and expensive nut to crack when you are in a business where you have a lot of deep pocketed competitors.
Including the price in the ad shouldn't be an absolute rule. It almost definitely will keep away freebie hunters and those who are comparing prices. However, it will also almost always lower your CTR, which will result in a higher CPC. Having that higher CPC can then possibly negate the money you save from keeping away the freebie hunters and price comparers. As such, the best thing to do, as always, is split-test to find the best configuration.
I think it's a better idea to list the prices for some products especially if your competitors are doing it. Like Computer Guy says for some services you might want to get them in first and explain yourself as to justify a higher price. I believe this rings true for medium to high ticket items also.
It's not always best to put the price in your ad. You have a lot more space on your landing page to win someone over - even with a price they weren't expecting. You may scare someone away with a price in your ad copy - that you may have been able to convert if given the chance. If your sales page is just an invoice - put the price in your ad copy. If your sales page is a "sales page" - give yourself a chance of making a sale.
I've decided to do a yellow pages ad. It struck me that with a yellow pages ad, you want to get as many people to call as possible, since it is a one time fixed cost for the ad. PPC is opposite in some ways, since you pay each time potential customers click, meaning you want to screen out the people who aren't likely going to buy anyway BEFORE they click. Actually, sometimes I type in the url of the ad instead of clicking on it just to save the company money, especially if I really have little or no intention of purchasing. Wouldn't Google hate that. Can you imagine if everybody did that? Google better watch out for a consumer revolt, as everyone could just do what I do if they were mad at Google. Maybe Google will one day hide the URL of their ads.
I do that too, although I also sometimes click an ad to waste their money if they are doing things unethically.
This is my opinion also. I'd prefer to have some clicks that don't convert than miss out on prospective sales.