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4% CTR but few leads

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Our Organic Search Engine Rankings having recently dipped (Humming Bird related)?, we decided to invest in an Adwords campaign. We sell a niche product within a niche market. Initially we used a similar ad text to the snippet which appears in our organic listings. CTR was approx. 4% but few if any leads. We then decided to qualify potential leads by stating a minimum price in the ad text fully expecting that clicks would dramatically decrease since we do not offer an entry level version of our product. Lo and behold the CTR actually increased but still no leads!! On the other hand, spam mail has increased exponentially and I am therefore forced to conclude that instead of attracting potential buyers we are simply making ourselves more visible to the spammers and phishers! We have structured our bid strategy so that we are miostly no. 2 on Page 1 of the search results for the main keywords.

 

What I cannot understand is why when we were listed high up in the organic results we received a constant stream of traffic whilst Adwords with increased exposure produces practically Zilch! The message is the same, the landing page is the same.....

 

Any ideas anyone?

1 Expert replyverified_user

Re: 4% CTR but few leads

Top Contributor
# 2
Top Contributor

Hi Michael, it's very difficult to provide useful advice without knowing more about your company - AdWords is a whole load of "it depends" so generic advice is often not that helpful.

 

However, for a "niche within a niche" market, 4% as CTR doesn't sound that high.  If you're marketing a specific product with unmistakable key terms I'd really expect your CTR to be higher than this so I'm wondering about your relevancy.  Lack of relevancy is one key reason for poor conversions (leads) so this theory may have some merit.

 

How have you structured your Ad Groups?  How many Keywords per Group and how many Ads?  What sort of match type are you using for your Keywords?

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: 4% CTR but few leads

Follower ✭ ☆ ☆
# 3
Follower ✭ ☆ ☆

Hi

I agree with Cobnut. To the Relevancy problem. Go to Keywords tab, then Details and Search Terms - ALL. You can see there what search terms (words which people type in google) trigger you ads. Maybe you will find out that some of your keywords are the same keywords as other type of business uses (completely different from yours) so your ad is showed in irrelevant searches. Also search term report is great for finding new keyword ideas (positive or negative)

 

And as Cobnut stated, it´s difficult to answer to your question without more info.

Re: 4% CTR but few leads

Explorer ✭ ✭ ☆
# 4
Explorer ✭ ✭ ☆
This doesn't sound too much like the problem lies with adwords; do you have an email list they can sign up to?

Google have also introduced search remarketing (I'd have to look it up if you want the details, I only learned about it last night). The point is that it's also targetable according to what the searcher was looking for and what they did on your site. It might pull your metrics out of the swamp.

As to spammers and phishers, remember that they're fighting a lost cause. I've yet to work out a concrete strategy that'll get them to happily run out the door. It works for bad clients, in that they're always hammering people on price, or want to dominate you in some way- and you can rid yourself of them quite easily. My guess is that you could add something of a hint in your ads that would both attract good clients and deter bad ones at the same time.

Remember that in the marketplace, people aren't acting according to their intellect (that is to say, irrationally). They're acting more on emotion, and those follow patterns that are far easier to gauge - and the spammer is no different here. Touch that emotion, make sure it's the one spammers hate, and your better clients will love it because to them it's gold. You'll also see your CTRs nudged too.

Re: 4% CTR but few leads

Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆

Hi Michael,

 

From my knowledge of marketing on Adwords, I have understood this that what works for Organic - might not necessarily run for Adwords.

 

"we decided to invest in an Adwords campaign. We sell a niche product within a niche market. Initially we used a similar ad text to the snippet which appears in our organic listings. CTR was approx. 4% but few if any leads." Now as you said its a niche product.If you are selling products, do you have clear outline in your landing page which outlines clearly about the product. What according to you is a lead? Have you integrated a form into the landing page? Or do you want users to subscribe to newsletters?

 

As Cobnut replied - 

Hi Michael, it's very difficult to provide useful advice without knowing more about your company - AdWords is a whole load of "it depends" so generic advice is often not that helpful.

 

However, for a "niche within a niche" market, 4% as CTR doesn't sound that high.  If you're marketing a specific product with unmistakable key terms I'd really expect your CTR to be higher than this so I'm wondering about your relevancy.  Lack of relevancy is one key reason for poor conversions (leads) so this theory may have some merit.

 

How have you structured your Ad Groups?  How many Keywords per Group and how many Ads?  What sort of match type are you using for your Keywords?


Its true that with less information, we cannot decide on advising you correctly. More the information, the merrier it is for us to help you.

 

What we need from you is - 

1. Information on the landing page outline (like form, ad and product description relevancy, offer if any-is it mentioned on the landing page if you mentioned in ads?) I am trying to ask you questions, because i clearly dont know how much to ask and not to ask? So need more correct information to get support from the community.

2. Have you added negatives to increase relevancy and cross triggering in campaigns or adgroups?

3. Account Structure Example.

 

 

 

 

Re: 4% CTR but few leads

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

Firstly, many thanks to all contributors who took the time to respond to my post!

 

I am a Sole Trader specialising in the sale of an Office Equipment type product. The product itself falls within the mid-range sector of the market for this type of product. I do not offer an entry level version. My aim has been to attract potential buyers whilst seeking to deter those with a budget sufficient only for the entry level version.

 

I am currently running 2 ads within the Campaign Group:

 

Ad 1 is based on the organic search snippet which has proved successful in attracting leads i.e. browse our site for a full range of machines.

 

Ad 2 mentions the product's USP together with price. In this way I hope to attract premium buyers.

 

As my budget is limited I have restricted searches to exact phrase match and search network only. Yeah, I realise that broad phrase match is likely to produce more clicks but my budget is limited. My bid policy is to be No. 2 on Page 1 right behind the market leader. Maybe this is too ambitious for an organisation my size? I have a range of negative keywords. I am happy with the number of clicks which today is around 9%. I don't have a contact form on my website nor do I invite potential customers to subscribe to mailing lists.

 

I had thought of product specific ads and as I only have around 6 best sellers this wouldn't be too much of a problem. Maybe lower CPC but using broad phrase match to encourage more clicks is the answer? On the other hand the number of visitors to my on-line shop has remained fairly constant. i have to say that in discussions with other organisations of a similar size to myself no one has managed to succeed with Adwords and many have given up as a result! Maybe this is something Google needs to address!

 

 

 

 

Re: 4% CTR but few leads

Explorer ✭ ✭ ☆
# 7
Explorer ✭ ✭ ☆
An interesting response.

I would like to enquire if your USP addresses any emotional angle - and believe me, office equipment is no stranger to the emotional realm, distant though it may seem. Your buyers are humans, therefore they have emotions. What kind of pressure are they under? What sort of problems can your equipment solve at a stroke?

If you're at #2 - do you have sitelinks pointing to areas of your expertise that may attract their attention? This would be a good indicator of what has prompted such a search.

Re: 4% CTR but few leads

Follower ✭ ✭ ☆
# 8
Follower ✭ ✭ ☆
hi Michael,

could we see your landing page. i would love to know how you capture leads to see how we can help if you dont have a contact form

Re: 4% CTR but few leads

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭

Thanks once again to all those contributing to this thread and offering solutions.

 

I am not clear as to how the emotional side affects things here. When I was on Page 1 of the organic results the snippet simply said 'browse this site for a full range of equipment' and lo and behold people did take up the invitation and sales followed as a result. Last month 123 Adwords clicks produced not a single email, not a single call and not a single online order!! Fortunately, ! have a thriving repeat business! Yet my business has not changed, the landing page has not changed and my competitors still offer the same products at the same prices!! The fact is that as soon as my organic rankings slipped enquiries and orders dried up!

 

Actually, I think it is probably a 'numbers' game. When I was high up in the organic rankings it probably did take a hundred clicks to generate an enquiry due to the nature of the product but the expense involved in generating 100 clicks from Adwords to generate one enquiry is simply not economic. I was speaking today with one of my dealers  who has stopped his Adwords campaign due to poor ROI. I am sure Adwords works well for a lot of people especially if you are a well known brand, are cheapest in the sector or who have a major USP. I might give it one more whirl with a product specific ad but if this does not bring in the bacon then I guess money may have to be spent on another bout of SEO.