Lower Cost Increase Conversion of Your AdWords Ads

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Lower Costs and Boost Your AdWords Conversion


Introduction

Effectively managing your AdWords campaigns can lower costs and increase conversions. By qualifying your leads, you can reduce unnecessary click-through rates (CTR) and attract only the most interested visitors. This involves crafting targeted ad text that deters irrelevant clicks.

Understanding Your Audience

Comparison shoppers often inflate costs for pay-per-click (PPC) advertisers. Each click costs you money, so attracting only genuinely interested users is crucial. Crafting your ads to dissuade casual browsers can help target the right audience.

Steps to Qualify Leads


Step One: Define Your Offer

Clearly outline the specifics. Include details like price, location, dates, and key features. For example, if you're offering a luxury cruise, you might specify: "Luxury cruise departing from NYC to Mexico (Cozumel, Puerto Vallarta, Mazatlán) on December 5-15, $2500 per person."

Step Two: Identify Deal Breakers

Highlight elements that might deter certain users:
- The cruise price of $2500 may be prohibitive.
- Departure from NYC might not be convenient for everyone.
- The specific travel dates could conflict with user schedules.
- The itinerary might not include desired destinations, like Cabo San Lucas.

Step Three: Optimize Ad Content

Decide which details to include in your AdWords ads. Experiment to find the best performing combinations that reduce CTR but increase conversions. An example ad for the cruise might read:

Luxury Mexico Cruise 12/5
"Tour tropical Cozumel, Puerto Vallarta & more. Leaves NYC. $2500 per person."
www.example.com

This ad provides enough information to deter those unlikely to convert, while enticing qualified leads with descriptive language.

Example with Different Product: Microwaves


Step One: Product Specifications

For a special shipment of microwaves, details might include: "Convection/microwave combo, built-in, with light and vent, 1200 watts, white, $900, available online."

Step Two: Highlight Unappealing Features

- Some may not need the convection feature.
- A built-in model may not fit all kitchens.
- The $900 price tag could exceed some budgets.
- Color preferences (e.g., white) may not match kitchen décor.

Step Three: Create Targeted Ads

Test and refine your ads to exclude unnecessary clicks. An example might be:

Powerful Convec/Microwave
"Special purchase. Built-in, 1200w for $900."
www.example.com

Conclusion

By focusing on "disqualifying" copy in your PPC ads, you can effectively target better-suited leads, lower costs, and boost conversions. This strategic approach minimizes expenses and maximizes the efficiency of your advertising efforts.

You can find the original non-AI version of this article here: Lower Cost Increase Conversion of Your AdWords Ads.

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