I've been doing ppc quite a while (many campaigns over two years), and I've recently encountered a problem that I don't know how to remedy.

My client is getting plenty of leads, but the majority are people in the information-gathering stage of the buying cycle. The purchase in question is a certain type of surgery that costs thousands, so it's not a quick-purchase item by any definition.

The problem is the keyword phrase that gets almost all impressions is a generic term for the surgery, all other terms get very few. So while logic dictates that most leads ARE going to be information-gatherers, this obviously doesn't help the client who's trying to generate more sales. In the client's terms "she's become a "xxx xxxx surgery library," because people can call for information (the original idea was to call to schedule surgery), and while she's meeting plenty of good people and providing a lot of information, she's making few sales!

The only random solution I can think of is to spread the ppc budget across the three main ppc search engines and focus on the generic term coupled with the term "surgery" to hopefully find more client types in an advanced stage of the buying cycle.

I know long-tailed search terms work better, but the fact is it's hard to know which convert and, for that matter, most of the terms get searched very little.

A Question for the Masters

the majority are people in the information-gathering stage of the buying cycle

Generally, that's what I see a lot--people doing research on the web before they actually buy.

What I would do is see if you can "pre-qualify" people before they visit the site--try putting prices in your PPC ad copy or revise your ads to see if you can put more information in the ad that might help "pre-qualify" them.

I do this already to a great degree. What I wish is that terms other than the "generic" term got more impressions.

Perhaps her sales funnel and cycles need to be reviewed then.

How is she goign about converting all those leads she's getting into sales down the road.

Spending the money on PPC this month does not means the sales will happen this month.

So, in a month or two, after a few follows up with those leads, she may well see sale sincrease. But if the expectation is:

User sees ads
User clicks ads
User gives me money

Well, sorry to say it, but she's seeing the reality of the situation - so it's not PPC that needs the revamp or tweaking, it's her processes on handling leads and expectations, IMO.

*Man, I sure hope she isn't really you or this will all seem really harsh...

No she is not me, and I appreciate the comment. The sales funnel stuff is all in order -- it's just, like I say, I'm trying to figure out how to maximize ppc for the number of client types she's looking for who are "more ready" at the point they respond (click). I may just have to try to work off the "three search engine" approach for the generic keyword plus "surgery" if the traffic will support.

Best of luck - and be careful to manage your client's expectations closely.

It could well be that the vast majority of folks searching on that category are seeking information only, and wish to simple stay local to themselves with their actual purchase (by local I mean they'll research online, but go where their own doctor recommends).

Bottom line is you cannot create buyers because they are desired - THAT would be a killer skill, though.

Incidentally, how long has her campaign been live for?

The campaign's been off and on for years, but it was fairly screwed-up and non-productive until I stepped in and turned it around. The campaign does get the leads.

A funny side note on it all is that their landing pages use a "call now" button to get people to call to book a surgery, but what's been happening is that one of the partners has found herself getting calls up the ying-yang asking for information. Be careful of what you ask for, because you may get it ;-)

Could they create a 1-900 numbered landing page for info? Then let folks know there's a small per minute fee to get the advice they seek.

Really... The landing page hotline...!

Heck, why not. If the users clicking through for those keywords are calling into the number for more info, look into a way to monetize that interaction.

If your client only provides services in a local area and most buyers are in that area you could maximize spending on geo-targeted ads and/or put the location in the ads.

Since so many are seeking information your client could cut down on phone expense and time by either putting the information on their site and using it to attract free links and traffic or (possibly better) by creating another information only site and using it to drive those ready to buy to the existing site.

If your client does not have a lot of buyers who travel in or provide services nationwide, they might consider providing a service to provide leads to others offering the same service in a different location. That service could be monetized in numerous ways.

i use the phone call landing page

i found this [link] service that takes care of the number and the billing and its free. they pay YOU for using the service and it takes minutes to set up. You determine the cost of the call yourself.