Adwords - All conversions coming from Content - None from Search

[Feenz]

Hi All

I have an ebook product I'm currently testing, and have tried lots of different advert texts, etc.

I seem to be averaging about a 0.05% CTR on the content network, and then a 2.5% conversion rate from those clicks. The conversion rate will improve as I optimise the landing page, etc.

Strangely, I'm getting about a 0.25% CTR on the search network, but have so far had zero conversions.

So far :

From Search :
191 Visits
0 Conversions

From Content Network :
549 Visits
13 Conversions

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My question is.. is this common? And any advice to improve my search conversions?

Thanks all

[clanshrapnel]

Your choice of keywords for your Adwords advertisements are key.

If you use any of the webmarketing tools out there (free keyword google mashup from WordTracker, Googletrends itself, market samurai, etc.), you can get a rough idea of how many searches are done on that set of keywords per day. I wouldn't use 1 source, though, as the #'s can vary. I'd use as many sources as possible and hope they verify each other.

You just need to find the right combination of # of searches vs. accuracy of the words towards your product. Cost may/may not also be a factor.

[Feenz]

Hi

Thanks for your reply.

But using the same advert on both search and content - I'm getting MORE clicks through search, but zero conversions.

So the search side is generating clicks fine. But for some reason they are not converting as well as those who click the ads on the content network.

Same ads.

Is it normal that search doesn't convert as well as content?

[sub8hr]

Surprised you would see that big of a difference in conversions, unless maybe you're getting a really nice spot on a site somewhere. Context is a big factor.

It's entirely normal for the content network to have a much lower CTR though.

[Feenz]

Surprised you would see that big of a difference in conversions, unless maybe you're getting a really nice spot on a site somewhere. Context is a big factor.

It's entirely normal for the content network to have a much lower CTR though.

Thanks sub8hr

Its reassuring to know the CTR disparity is normal.

Th conversions are all coming from some of the forums associated with the niche.

[italian_job]

hello

in regards to the fact that you are getting more clicks through search than through content, then i would say it is because of your ad copy.

for what regards your conversions (higher for content), i would attribute that to your landing page.

Have you checked exactly which content network websites are generating your conversions? it is simple (if you installed your google keyword tracking code on your thank you page): in your adwords account, go into reports, then run a Performance report. Make sure you tick the option "conversions" and you will see which sites are giving you traffic that converts.

PS: as a piece of advice to you, i would separate your search ads from your content ads. I personally get lots of sales from content, but content is not for beginners because it can really skyrocket the amount of traffic you can buy. Make sure you ALWAYS track your results. Then, those are my rules:

1) in SEARCH, the game is to delete (or lower the bids) of the non-converting KEYWORDS and to test different copy

2) in CONTENT, the game is to delete the WEBSITES that dont generate converting traffic

3) if you run your ads globally, then for both search and content the rule is to delete the non-converting COUNTRIES

Ciao

Dan

[Feenz]

Hi Dan

Thank you for your interesting post.

for what regards your conversions (higher for content), i would attribute that to your landing page.

This part I'm not so sure about. The visitors are seeing the same landing page whether they come from search or content.

The results I'm seeing say that the search is delivering loads more people, but they are the wrong people.

Content is delivering far less people, but they are the right people.

They're both seeing the same ads as well.

So it just doesn't add up to me.

-

Yes, I personally selected which websites to advertise on as I know the space pretty well, and selected the main 12 or so community sites I know to be related to the subject matter (the subject of the ebook is a further niched down subset of the primary niche these communities are dedicated to).

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1) in SEARCH, the game is to delete (or lower the bids) of the non-converting KEYWORDS and to test different copy

2) in CONTENT, the game is to delete the WEBSITES that dont generate converting traffic.

This makes a lot of sense, but unfortunately, that would mean deleting all keywords. currently as I haven't received a single conversion as yet.

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The more this goes on the weirder I find it.

The same ads, the same landing page, yet the landing page converts about 3% of people who arrive from content, and none who arrive from search (even though I've had many more visitors from search).

[italian_job]

search and content really are 2 very different animals. with content, you "interrupt" (gently) a reader that is reading an article, proposing him something hopefully relevant. Search...you know how it works.

It is also very important that you check how many COMPETITORS you have per keyword (search) and per website (content).

If your keywords on search dont convert, then you either have too much competition, or you should try to limit your keywords to [keyword] (no broad match) and make sure you add all the correct NEGATIVE keywords

ciao

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[Feenz]

OK

That makes a lot of sense. Thank you.

I'm going to seperate my content and search ads first of all, and then trial different styles of ads independantly.

Also, it sounds like I need to look more deeply into the control of search keywords, etc.

-

To be clear, on the content networks, do the keywords you specify have any impact at all, or does google work out what ad to show based on your landing page content?

[italian_job]

hello

while every single ad your run on search should have a very limited number of targeted keywords per ad (i usually only have no more than 5 keywords per ad...and that includes all the 3 variations of keyword, "keyword" and [keyword] !!), content is different and you can dump as many as 50-100 keyword per ad, so that you give google a better chance to identify those pages that are relevant to your ad. Bear in mind that content can really give you a 50x of traffic....so if you learn to master the content network, then you can really achieve the life of your dreams!

my suggestion: master google adwords (search and content), concentrate on downloadable products (or phisical consumable products for recurring income), and test everything you do. Also, PROTECT your adwords account cause it can become your biggest ASSET: do not get banned by google, respect their rules and work with their reps. Do not logon to your adwords (or to ANY google product like gmail, google docs etc) from any computers/internet cafe BUT your own.

Another tip from search: if you have identified some keywords that do convert (possibly 2 word keywords, with at least 10,000 searches per month, then build a SEO optimized page just for that keyword, get incoming links and aim to get the first position in the google organic/natural search (no paid search)



ciao

[Feenz]

This is outstanding advice

Thank you very much indeed.

Sorry to ask even more..

I've gone completely the wrong direction on this.

I currently have one ad group, with three ad variations in them (operating as an ABA test currently).

These ads apply to content AND search.. and I have maybe 300 keywords within that group. Only about 20 of which are generating any clicks.

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I would really appreciate it if you are able to tell me the reason for the approach you mentioned above.. and how that is a benefit? As I have clearly misunderstood something, and want to really get this nailed.

Some more background information. The ebook I'm selling on this trial is INCREDIBLY niche, and it is a struggle to find keywords that generate more than 200 - 300 searches a month.

Is this ok? I have assumed that as long as I find enough 200 a month keywords, I'll be golden.

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Thanks again, I really appreciate this.

[italian_job]

the reason is very simple: it will be impossible for you to get an adwords SEARCH ad quality score of "great" if you dump in dozens of keyword. Your SEARCH ad should closely match your ad copy as well as your DOMAIN,

search is very different from content, they work in different ways, and deserve different ad copy and possibly even different landing pages.

Again, tracking your hypothesis and tests is the name of the game.

And also watch for your competition....which is why i dont recommend to sell a product on clickbank: you could find a smart affiliate (there are very very few of them...so dont panic just yet!) that can easily copy whatever you do.

For what regards your project, if you can find 100 different keywords with 100 searches each per month, that totals to 10 000 searches per month, which is fine. But you will NOT "live the life of your dreams".

Start understanding the internet game: your business model should be SCALABLE....but if you have not enough searches (=demand side of the "internet game" equation)...you will never be able to use your scalable model (downloadable products ARE absolutely scalable because of their automatic fulfilment).

You can live the life of your dreams if you find a niche where, for SEARCH:

2 word keyword (or more) with 100,000 searches/month
no more than 1 competitor for THAT keyword

If there are NO competitors....I would start wondering why.....maybe the niche is not a profitable one.

Remember: it is much easier to COPY succesfull projects (ahem...."take inspiration"), then having to reinvent the full wheel yourself!

Go global with adwords, sell downloadable products in English first in US, CA, UK, AU, NZ

Then do your market research for the key EU markets: germany (in german), france (in french), italy (in italian)

Expand your site in local language.

i am sure you are getting the picture

hope this helps

Ah....i nearly forgot: aim HIGH, very very HIGH with your dreams.

Watch this video by Chris Carpenter, one of the guys that has changed my life

http://it.youtube.com/watch?v=lUl3Dy6w4UA


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[Feenz]

Thank you so much again.

This makes total sense, and plan to totally revamp everything first thing tomorrow morning, and spend the day on it.

Weirdly.. over the last 24 hours, I've had 4 conversions by Search, and 1 by Content! Go figure! LOL

[italian_job]

no probs mate!

the law of attraction is already working for you....you are attracting sales from search and not just content!

:)

happy new year


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