Google Product Ads - Improving our Cost Per Conversion?
-
Hi all,
We have been running Google Product Ads (paid for) ever since it began in the UK. We are still struggling to get to grips with the best way to make it worthwhile for us.
Our data for the last 14 days:
Clicks: 1827
Impressions: 65789
CTR: 2.78%
Average CPC: £0.22
Cost Per Conversion: £15.13We've added some auto targets for our most popular brands, with a higher CPC than "all products". We've also added negative keywords so we only come up with relevant searches.
Basically, what we'd like to know is: how we can best set-up our product ads to reduce our Cost Per Conversion (I guess everyone would like to do that!), as it is barely worth us using it currently.
If you require any further data to help answer my question, please ask.
Any help would be much appreciated.
Thanks.
-
This may help you aswell http://ppcchat.co/2013/10/optimizing-google-product-feeds-ppc-chat-streamcap/
-
Hi EGOL, thanks for the response.
I think the problem could be a mixture of points A and D. I think we need more of a call to action, maybe a countdown to next dispatch or something. Also on a slightly different note, does anyone know of a tool that uses Google Shopping results to get other prices and tells you what you need to adjust? (Like AppEagle does for Amazon)
Does quality score exist for Google Product Ads, or just adwords keywords? I can't see it in the settings.
-
If you go into the auction with a low bid and appear at the bottom of the adwords list your CTR will be very low. That will damage your quality score. It can be very difficult to raise your quality score if your CTR has been very low for a long time.
I start out with a bid that will make my ad very visible immediately. That gives my ad a better chance to be clicked and that higher CTR helps me start out immediately with a better quality score than if I started out bidding low with an ad that is not clicked as often.
-
"E) Adwords is a battle of quality score. If you start out trying to get cheap clicks your quality score is going to suck. I go in bidding crazy high to help the quality score and then back off."
Can you explain this a little further? How does your high orignial bid increase the quality score?
Thanks!
-
I always like to segment the list to gain more control this can be done by brand or manufacturer ,product etc play around with different ways of breaking up the list so you can see what is worthy of spending on and what isnt.
-
Basically, what we'd like to know is: how we can best set-up our product ads to reduce our Cost Per Conversion (I guess everyone would like to do that!), as it is barely worth us using it currently.
Just some quick things to consider....
A) There is much more to this than "ads". The conversion rate of your landing page could be more important than your ads. Spend some time improving it. I got help from SiteTuners.com and they helped me understand landing pages.
B) I write LOTS of ads (ten for a keyword is not unusual) and allow them to compete. I drop those with low conversion rate. Experiment. Try crazy stuff. It might pull traffic and get sales.
C) I download a spreadsheet of keywords and find those that are not converting. I drop those. I also use negative keywords to block unproductive and irrelevant. You can boost your quality score by eliminating unproductive keywords.
D) Find out what your competitors are charging for the products and for shipping. If you are a high-price seller competing against discounters you are going to blow a load of money on adwords.
E) Adwords is a battle of quality score. If you start out trying to get cheap clicks your quality score is going to suck. I go in bidding crazy high to help the quality score and then back off.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Google-powered search bar suddenly returning totally different results than usual - User Intent?
Our website has a Google powered search bar and for some popular keywords it has always returned the same results but for the past week it has been returning totally different and nonsensical results with the previous top 2 entries now on the 2nd and 4th pages of the results. It seems to be mixing up two separate keywords which the same user may search for but which both mean two very different things. Is this a User Intent issue do you think? Anyone know if there's anything we can do to stop it? I'm guessing not...
Conversion Rate Optimization | | missus0 -
SEO and Conversions from a C-Level perspective
Hi guys! Do you have any suggestion about articles about how to work with conversions and SEO from a C-level perspective? I know it is very open question, but there might be articles like (https://moz.com/ugc/how-can-pr-seo-and-ceo-people-work-together-for-link-building) that are great and written on this subject. Could you please share if you have any examples? I'm thinking for these perspectives: What knowledge and insight does a management team need to take control and drive the SEO and CRO related work (from a executive level)? How do the management team connect business strategy and goals with the SEO and CRO area? Have a great day!
Conversion Rate Optimization | | OscarSE0 -
Ideas on multi layered conversion opportunities
I was speaking with an SEO and he brought up multilayered conversion opportunities - means of capturing a users info dependent on the point in the purchase process they are. The two examples he used were a user who just wants to download a brochure to "window shop" and a user who is ready to buy and wants to get a price. Just curious if anyone had any additional ideas for means of conversion other than the 2 above and any additional thoughts or ideas on the matter.
Conversion Rate Optimization | | jarjarjarvis0 -
Question about conversion rate in ppc
Hi guys, Im managing the campaigns in the company that im working and so far i think that the results are o.k more or less. The problem is how can i really know if it is o.k ?
Conversion Rate Optimization | | WayneRooney
I really don’t have any data to compare to… For example, this is campaign from the insurance niche from the uk : Clicks – 132
Impr – 6,958
CTR- 1.90%
Conversion – 20 (Not inducing the one that calls the office)
Conversion rate – 16%
Total cost – 704£ How can i know by these number that the campaign is working ? Same here (T-shirts campaign for the Spanish market): Clicks – 1,219
Impr – 26,177
CTR- 4.66%
Conversion – 56
Conversion rate – 4.5%
Total cost – 493€ Probably you will say, check how much you spend and how much you got back ?
This is also a problem for me. I can see the numbers of the conversion but because we are not eCommerce so i cant really know the total income. Do you know if there’s is a way that each for quote that coming to our system
so i will know where it came from ? Like a comment in the url or something ? I think that 90% of our income/quotes comes from the organic as we are ranking very high in Google so its a bit mixed in the system. Any feedback or tips here on this will be very welcome…0 -
Conversion Report in Adwords
I would like to create a report that shows Campaign-Ad Group-Ad-Keyword but only for items that have conversions. Anyone know a way to do this? Thanks
Conversion Rate Optimization | | EcommerceSite0 -
Finally getting decent traffic but low conversions
Thanks to SEOMOZ Ive managed to get half decent organic numbers, although the numbers look good on my ecom. site conversion rates are low. Can anyone offer any help as far as converting visitors into buyers? Thank you!
Conversion Rate Optimization | | TP_Marketing0 -
How to improve my conversions
Hey all, As always thanks in advance to any help given. So I think we haven't done a bad job, but I know there is always more that can be done with conversions. We have a website which provides guestlist to clubs in London, we are competitive on our keywords and ppc and get the clicks through with very very relevant adverts and meta descriptions.... The questions is 'How do I improve our conversion rate on page?' The said pages are setup like the examples below: www.capitalalist.com/movida-guestlist/ www.capitalalist.com/chinawhite-guestlist/ www.capitalalist.com/mahiki-guestlist/ The conversion comes when the click 'join guestlist' and fill out the form. Any help with be GREATLY appreciated!
Conversion Rate Optimization | | AdenBrands1 -
CRM, CRO and Google Analytics
Hi, I am making a paid marketing, and organic too, at the moment i am promoting a small product, peoples are signup every day, but i cannot meassure from which keyword which signup(CRO) do you know any software or something like that, to use together with google analytics and google adwords, and to monitor conversions and to know which keyword is bringing me sales and which not. Tell me any how to guide, a software to use for this etc.. help me if you are doing this job. THanks
Conversion Rate Optimization | | leadsprofi0