Prices in Adwords advertsMarch 31, 2012 12:42 pm Google Adwords
Many people create Google Adwords adverts but don’t include reference to the cost of the product or service on offer.
The result of this is that they will get higher clicks to their websites but if the price on the website doesn’t match up well with the ‘willing to pay’ price in the mind of the potential buyer (who clicked) then that could be a wasted click. Multiply one such wasted click up by hundreds or thousands and you can see why so many Adwords clicks lead to nothing positive.
“Ah, but if I don’t put a price then my website content may still convince people to buy from me” (is something people say).
Yes, perhaps that works sometimes but the majority of people will have price in mind and if the price on the website is too high then they’ll go elsewhere.
Compare the following two adverts …
Advanced Sailing Courses
14 weeks quality sailing training
and adventure. Kent.
Advanced Sailing Courses
14 weeks quality sailing training.
£7,950 all inclusive. Kent.
If people are searching Google for advanced sailing courses then the first advert will get a lot more clicks than the second advert. However, those clicks will often convert to nothing because people then realise the costs when they land on the website.
The advert that has the cost included sets an expectation. Many people will be instantly deterred by the price tag and so won’t bother clicking. That’s fantastic because they’re not the type of people who could afford it anyway. Those who do click would hopefully have observed the price and so there’s an initial expectation of cost in their heads. The advert could be made even stronger by putting the price into the title line.
Because the second advert will get less clicks the advertiser can afford to increase their budget and visibility, knowing that most clicks will be from people who may be able to afford what’s on offer. With the first advert, the budget can be used up faster, having attracted numerous clicks from people who won’t pay the price that they discover on the website itself.
This applies to all sorts of products, not just expensive ones. If, for example, you sell high quality party bags and you want to be visible when people search on phrases such as ‘quality party bags’ then it would make sense to put the cost of your product in the advert so that some types of people are deterred from clicking. One person’s idea of ‘quality’ is quite different to someone else’s – by putting a cost of the product in the advert, the word ‘quality’ suddenly has a price tag associated with it and so the advert should deter some clicks.
Whether or not you go ahead and put prices in your Adwords adverts very much depends on your view of how well your Adwords clicks are converting to enquiries. It would certainly be worth experimenting on a small scale (perhaps with one product type or group in your Adwords campaign).
It often shocks people how much money is needed to keep Adwords adverts visible most of the time. By putting prices in your adverts you’ll get less clicks but your adverts will be visible more, waiting for the ‘right type of people’ to search and then click.