PPC Visitors Have ADD

[Mel66]

Great column by David Szetela on matching PPC ad copy to landing pages. David challenges us to "do a Google search on the term "buy nike mercurial aero vapor sneakers." Then try to figure out which ad and landing page combinations convert the best."

OK David, I'll bite. My answer: they all need work. I'd be surprised if any of the advertisers are getting even a 2-3% conversion rate on this keyword. I clicked on at least 4 ads, and only one (wegotsoccer) even featured the specific sneakers I searched for. Their ad promised a 10% discount and free shipping. The free shipping offer was prominent on the landing page, but I didn't see anything about a 10% discount (and I didn't bother to look, since it wasn't on the landing page). Another problem is that there is no call to action on the landing page. Adding a "Buy Now!" button next to each item would help increase their conversion dramatically.

So, wegotsoccer, you're welcome.

As for everyone else bidding on this term, you've got a lot of work to do. Read David's column for starters, get a hold of Tim Ash's book, and get going - you only have a few shopping days left before Christmas!

[jimbeetle]

As a user I'm always surprised at the poor quality of the ads I see. Just the titles I get for the above search reflects that:

Visit Orchard Street
Nike Shoe
Nike Vapor Shoe
Buy Sneakers
Online Soccer Superstore
Talaria Soccer Cleats
Buy Nike soccer shoes
Largest Soccer Store

The only one that comes close to the very specific search is "Nike Vapor Shoe." Sadly, the landing pages is simply the site's top sellers page--with no mention of the shoe.

What I find really strange is that the "Buy Nike soccer shoes" title is Nike's entry. Can't understand how a company with the marketing wherewithal it has can run something so non-specific. And the landing page? Simply Nike's store home page.

Folks are leaving a lot of money on the table.

[Deltron Zero]

Or is it the seemingly constantly expanding 'expanded match' that is causing the ads to look poor? Who knows what keywords these advertisers are using to trigger those ads.

[Mel66]

Excellent points, all. jimbeetle, I saw the same ads you did - whether this is expanded match gone awry, or just poor matching on the part of the advertisers, either way it adds up to a poor user experience for whoever is doing that specific of a search.

[szetela]

Folks,

Sorry I'm late chiming in on this. I have good excuses - but they're boring.

Here's a link to the final draft of the follow-on article. Your feedback is welcome.

Cheers,

David

[jimbeetle]

Good stuff, Dave. Illustrates exactly why as a user, when I actually do want to buy a product, I pay absolutely no attention at all to PPC ads. I find it wastes much more of my time than, say, a first visit to Yahoo Shopping or similar.

[AussieWebmaster]

It's funny how Google seems to be shooting itself in the foot here - or should I say sneaker - and prooviding a major opening for niched search... the shopping search engines do a much better job in this regard and if the regular engines continue to act this way the traffic to them will increase exponentially.

and as we have seen once you use an engine and it works for you you tend to stick with it... Google's reason for success could be the reason for its ultimate drop