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Google PR (In: Google)
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Google Search Technology Compromised (In: Google)
Google (In: Pay Per Click - Google/Yahoo & Others)
Social Media Optimization is it all about traffic (In: General Search Engine Optimization)
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leelee700
Joined: Oct 09, 2006
# Posts: 50
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Posted: 2006-Oct-09 12:43
Hello all,
I'm new to Google Adwords advertising. Recently I created a Google ad and using the traffic estimator it said I would receive about 15K clicks, at an average click price that was very good in terms of profitability (cost of product+shipping costs+ad costs would still be less than my product margins).
I'm using their Budget Optimizer and that's where I got those click estimates. On average, that would come out to about 500 clicks per day. However, to date, and it's been several days, I've received about 10 clicks.
My question is will that traffic kick in over several days/weeks, or is it simply not correct.
Thanks for any help!
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Oct-09 23:04
There are many factors involved so there are multiple components to answering your question.
First, Google's estimators are very inaccurate.
Next, ads in new accounts may not be receiving full traffic until they are approved which may take hours and sometimes a day or two.
Assuming that you will get the impressions or clicks Google estimates is unwise. Assuming that those clicks will equate to sales is even more risky.
It is the ad's "job" to get people to your site and your site's "job" to get them to buy. Both are critical to success.
The keywords you choose and the ads you write must send visitors who are your target buyers. If they don't you won't get the sales.
If your site isn't well designed or has obstacles to the buying process even the right traffic won't turn into sales.
How many clicks per sale did you figure into your equation? Many new marketers aren't aware that it can take 50-100 clicks to generate one sale.
I'm not saying it WILL take that many; only that on average it takes that many. Niche products and very specific keyword phrases can do much, much better. Very general phrases, commodity products, bad Web sites can do worse.
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leelee700
Joined: Oct 09, 2006
# Posts: 50
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Posted: 2006-Oct-10 13:56
Hi flyingrose,
Thanks for your detailed and helpful answer. On average, my site is able to make one sale for every 100 visitors if those visitors come from google. This seems to be true whether my site comes up in regular, unpaid search results, or google adwords.
I had an adwords campaign running before that wasn't well optimized, but generated those conversions and the budget optimizer matched reality. Then when I tried to improve my ads so that they would be cheaper/generate more clicks, my new campaigns flopped (very few clicks despite estimates) and my original ad, which I played with to optimize also, flopped as well.
Now I went back to what I originally had that at least I knew generated some clicks and even that one is not delivering the estimated number of clicks.
So I paused all ads but the original one, hoping that will pick up again to where it used to be.
In any event, I'm confident that 100 google visitors will result in one sale, so I even considered paying a consultant if they could guarantee that I'd get x visitors/clicks from google at a cost/click that allows me to make a profit.
In terms of visitor quality, google in my opinion far out ranks others like findwhat. With them, hundreds of clicks to date has resulted in zero sales.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Oct-10 23:14
As you've found out, it is always best to leave ads that are working. Don't edit any that are performing well unless it is absolutely necessary or you have new ads that are better.
When an ad is edited it loses the historical advantage it had. New ads have to earn the same CPC, positions, and traffic as the old one had which can take a while. That is true even if the "new" one is identical to the original.
If you have Google Analytics running you can compare ad positions from before your changes to now. Your ads may be falling off the first page of results. Ad position can also affect sales.
If you don't have GA running check your average position for a time period prior to the changes to what it is now. If it is lower you may have to increase bids temporarily to gain better position and more impressions.
No consultant can guarantee how much traffic Google will send you or that your sales will be profitable. They should be able to identify and correct reasons you may not be getting as many impressions.
Perhaps you added a negative keyword that is blocking your ads. I recommend only using single words as negative keywords because phrases can block impressions you want.
Use the Ad Diagnostic tool and check the keywords that were getting far more impressions than they are now. It will tell you if your ads are appearing and if not give you an idea why.
You can use the history tool to review the changes you've made (if they're within the last three months). That may remind you if you've made other changes.
You can compare keywords and ads from before the change with after. Small changes can make big differences.
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