If you’re familiar with the popular game show “The Price Is Right”, you’ll probably remember times where you’ve shouted seemingly random monetary values at your TV screen. Your goal? Get as close as you could to naming the actual price of the prizes being showcased. While that approach may work for television, I’d argue that the opposite is what works best for PPC ads.
Including pricing information in your ads is probably one of the more rudimentary practices for paid search (it’s even included in the AdWords support center), but it’s easy to overlook and avoid. For some clients, including different prices for each of your ads can be a daunting task, especially if you’re working with a retail store or if your account is enormous, but the end result is so worth it. Here’s an example of the huge impact this best practice can have.
I had been working on optimizing an account for a software company that held certification classes for software development methodologies for a little over a month. For whatever reason, the account was spending a lot but almost not converting at all. I decided a little ad testing was necessary and that’s when I figured trying to throw a price into the ads was worth a shot.
(not a real display URL, of course)
After about a week of running both ads, I checked to see how conversions were doing for the whole account. Even though the price ads had 39% fewer clicks, they were able to gain four times the conversions and had a conversion rate that was five times higher than the original ads. *cue “The Price Is Right” theme song*
What could cause such a drastic difference? With the price being included in the ad copy, the (potential) customers are being pre-qualified before they even click. If $1,275 is too high for them, most will just move on with their lives. However, if $1,275 works for them, why not check out what the company had to offer? The efficiency gains were off the charts and all it took was a little bit more info!
I hope this case study-lite proves useful to you, because it was a great lesson learned for me. If you have any questions or your own interesting examples, please feel free to comment!