Lower Cost & Increase Conversion of Your AdWords Ads

Comparison shoppers are the mortal enemy ofWhat about the dates? These cruises are only
pay-per-click (PPC) advertisers. When you'reavailable on the dates of December 5-15. Your
paying each time someone clicks your AdWordssite visitors may not be able to take a holiday
(or other PPC) ad, the last thing you want is aduring that time.
person determined to visit every site to find theDoes the visitor want to sail to the locations on
best price, the closest location or the mostthe itinerary? Maybe they've already been to
secure guarantee. But, with many categories ofCozumel, Puerto Vallarta and Mazatlán and are
products or services, it's bound to happen. Therelooking for a cruise to Cabo San Lucas.
is a way to eliminate many of the lookers,Are there other factors that might force
however.shoppers to decline the offer and move to
When you qualify your AdWords leads, you cananother site? If so, list them here.
reduce the click-through rate (CTR) of browsersStep Three
and help direct only those most interested in yourNow, decide which bits of information you want
offer to your site. How is it done? By insertingto include in your AdWords ads. You'll want to
text that will purposely eliminate arbitrary visitors.test and track to see which combination of details
Qualifying Your PPC Leadsbring the lowest click-through rates along with the
Purposely eliminating visitors sounds like an awfulhighest conversions. For example, your ad might
thing to do, doesn't it? Perhaps, until you considerread:
the fact that - once these visitors got to yourLuxury Mexico Cruise 12/5
site and found out the details of your offer -Tour tropical Cozumel, Puerto
they'd most likely leave anyway.Vallarta & more. Leave NYC. $2500pp
Why not save yourself a click (and the moneyThat would give a lot of information that would
associated with that click!) and prevent the visitorkeep unqualified visitors from clicking through to
from running up your monthly AdWords bill? Thisyour site (and running up your AdWords bill). At
is exactly what Steve Jackson of Conversionthe same time, the use of words like "luxury" and
Chronicles and I discussed awhile back. Since that"tropical" help the searcher visualize their
discussion, I've come up with a process that willwonderful vacation.
allow you to easily write pre-qualifying ads whenAnother example could be a special shipment of
you use these simple steps.microwave ovens. Let's go through the steps
Step Oneonce again.
Outline the specifications of your offer. Be precise.Step One
List all the details of the offer, the price, length ofThe specifications include: convection/microwave
time, physical location, size, etc. For example, saycombination, built-in with light and vent features,
you have luxury cruise packages available. You'd1200 watts, white, $900, available on the Internet
want to list the details such as: packages departonly.
from New York City and go to severalStep Two
destinations in Mexico including Cozumel, PuertoAny of these could be used to weed out visitors.
Vallarta and Mazatlán from December 5-15Someone may not want the convection feature.
for a cost of $2500 per person.They want a countertop microwave rather than a
Step Twobuilt-in model. Twelve-hundred watts may be
Go back and highlight anything that would be amore powerful (and larger) than the visitor needs.
deal breaker. This is a luxury cruise, so the costTheir kitchen may have stainless steel or black
of $2500 per person might be too much forappliances, not white. Lastly, $900 could be more
most people. Quite often, cruisers are looking forthan they have budgeted for a microwave.
the best deal possible.Step Three
Also, the cruise only leaves from New York City.Again, you'll want to test and track to see which
The additional airfare cost might not be somethingtidbits of information work best to bring qualified
your site visitors want to add to the cost of theirleads, reduce CTR and costs, and improve
trip. Or, it may be inconvenient to depart fromconversions.
New York City.