I just got off the phone with a client. Their Google Adwords had 180 clicks last week and only 1 converted into a lead. They usually get several leads every week from their pay-per-click ads.
Did the landscape change? We did a search on Google for one of our main keywords. Their pay-per-click ad was #1. They were also number 2 in the regular search results. So far so good.
Are your competitors doing something different? We looked at the other pay-per-click ads using the same keywords. Two had low-ball prices in their ads. Plus the link from one competitor’s ad took prospects to a web page with the low-ball offer. The offer was prominently displayed. Ah hah!
Is anything wrong with our landing page or pay-per-click ads? We looked at our landing page (the web page people go to when they click on the link in our ad). It had a large “Get a Quote” button at the top right hand side of the page. It was “above the fold.” Again, so far so good.
But the page’s message didn’t match our ad’s message. Our ad said, “Looking to upgrade?” Yet our page said nothing about upgrading. Ah hah #2.
Here’s what we did to fix it:
First, we added a loss leader with a price close to our competitors in the second line of our ad.
Second, we changed the sub-heading on our landing page to match our pay-per-click ad. We added, “Looking to Upgrade? You’re able to replace your widget for as little as $XXX. Find out more, click on the “Get a Quote” button”
Did it work? I don’t know yet. They said they would e-mail me an update. Of course, I think the leads will start flowing again immediately. We’ll see…
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