MyWebND - Answers to your health questions.
MyWebND - Answers to your health questions.
I think I mentioned in a blog or two ago that Tara, my wife, and I launched a new site called "My Web ND". It's a place where people can get there health questions answered by a Physician schooled in treating people to wellness using natural methods.
We've begun our promotions for the site using Google AdWords. Even though we're still finding our with through testing various ads, we've had relative success to date.
What hasn't worked and what has . . .
We began with keywords in the more general "ask the doctor" vain. This produced a relatively low click-through rate (CTR). Why? Well, by design we prequalified in our ad by using "Naturopathic Doctor". To the general searcher, this either isn't what they're looking for or they don't know what a "Naturopathic Doctor" is. I didn't once upon a time!
I quickly recognized that we were slightly off in targeting our ads and compiled a list of search phrases related to alternative and complementary medicine. This positioned us better. Even though we are seeking people with questions, wanting answers, we've found better success by reaching our target demographic and introducing our new service.
Since there are many sites offering free advice (how often do you get more than you pay for?), I decided to test a variety of ads. One ad did not include a price. The other two did. Can you guess which ad had the highest CTR?
Of course the one without a price, by nearly 3 to 1. BUT. None of those clicks produced a paying customer! Obviously they clicked the ad thinking they were going to get a freebie. Using Clickalyzer to track customer footprints, I could see these visitors were arriving at the site and leaving almost immediately. They aren't interested in paying for an answer!
So, even though our CTR is going to take a drop (meaning our price per click is going up), we are going to save money and attract better targeted customers by keeping our pricing in the ad.
A few quick tips . . .
1. Depending on what you want to accomplish with a site visitor, including your product price in your ad may or may not be an effective strategy. You want to balance a high CTR with quality clicks. And if you find people clicking your ad that includes a price, but not buying, then you have an important clue price isn't the issue - your sales letter probably is.
2. The price you display in your ad must be exactly as stated on your site. If your product is $27.77, you must state exactly that. Google will disable your ad as soon as they catch it. I KNOW!!
3. Even though a keyword phrase such as "ask a doctor" seems like a great one, we've had better success with targeting our market demographic and using keywords that reach them - even though they aren't seeking to "ask a doctor".
That's all for now. Best wishes, John
I think I mentioned in a blog or two ago that Tara, my wife, and I launched a new site called "My Web ND". It's a place where people can get there health questions answered by a Physician schooled in treating people to wellness using natural methods.
We've begun our promotions for the site using Google AdWords. Even though we're still finding our with through testing various ads, we've had relative success to date.
What hasn't worked and what has . . .
We began with keywords in the more general "ask the doctor" vain. This produced a relatively low click-through rate (CTR). Why? Well, by design we prequalified in our ad by using "Naturopathic Doctor". To the general searcher, this either isn't what they're looking for or they don't know what a "Naturopathic Doctor" is. I didn't once upon a time!
I quickly recognized that we were slightly off in targeting our ads and compiled a list of search phrases related to alternative and complementary medicine. This positioned us better. Even though we are seeking people with questions, wanting answers, we've found better success by reaching our target demographic and introducing our new service.
Since there are many sites offering free advice (how often do you get more than you pay for?), I decided to test a variety of ads. One ad did not include a price. The other two did. Can you guess which ad had the highest CTR?
Of course the one without a price, by nearly 3 to 1. BUT. None of those clicks produced a paying customer! Obviously they clicked the ad thinking they were going to get a freebie. Using Clickalyzer to track customer footprints, I could see these visitors were arriving at the site and leaving almost immediately. They aren't interested in paying for an answer!
So, even though our CTR is going to take a drop (meaning our price per click is going up), we are going to save money and attract better targeted customers by keeping our pricing in the ad.
A few quick tips . . .
1. Depending on what you want to accomplish with a site visitor, including your product price in your ad may or may not be an effective strategy. You want to balance a high CTR with quality clicks. And if you find people clicking your ad that includes a price, but not buying, then you have an important clue price isn't the issue - your sales letter probably is.
2. The price you display in your ad must be exactly as stated on your site. If your product is $27.77, you must state exactly that. Google will disable your ad as soon as they catch it. I KNOW!!
3. Even though a keyword phrase such as "ask a doctor" seems like a great one, we've had better success with targeting our market demographic and using keywords that reach them - even though they aren't seeking to "ask a doctor".
That's all for now. Best wishes, John
0 Comments:
Post a Comment
<< Home