Journal: Taking my adwords campaign to the next level

lemon

lemon

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Jul 19, 2009
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A few months ago I was selling a digital product (subscription) on ebay. Things were pretty good for me, I was making between 80-100$ a day after fees with 8-10 sales daily. Unfortunately I had my listings removed so I put things on the back burner for a few months.

Recently my warning expired so I tried my hand at selling on ebay again, but I had my listing removed after only 20 sales so I had to call it quits with ebay.

I build my own site around the product, and as of yesterday have managed to make it convert in adwords. I've been keeping things pretty low key.. I spent 7$ and made 1 sale of 50$. Cost of my product is 20$ so that gives me 30$ of headroom. I will continue to sell this product as long as I can make at least 10$ on a sale, so 20$ of advertising max.

Current stats:
ad 1 has had nearly 1200 impressions and 6 clicks at an average cost of 1.33$ each. Pretty poor CTR :(

6 clicks resulted in 1 sale.

My goal right now is to increast my click through rate. I am going to be creating another text ad to split test with. I'll update this post again once I have another day of data with my new ad.
 


oh I also wanted to mention that my conversion rate with ebay was 5 unique to 1 sale. It will be interesting to see how that compares to adwords conversion rate. With this very small sample group, it seems to be comparable. Hopefully this is not an outlier :)
 
I can afford to burn 200$ on this campaign.. if I get a 100$ voucher that will probably add another 90$ of potential clicks I can use.

I need the ad to be at least break even by that point for me to consider moving forward with it.
 
I am having a bit of a problem with my ads. I want to include the price so that people won't click my ad if they think it is too expensive. I offer a 2 year subscription for 49.99. My competitors offer a 1 year subscription for 49.97 and 39.99 respectively.

so I am rotating two ad headings now:
Product: 24.99 / Year
and
Product: 2 years for 49.99

so we will see how this works out.
 
Hey all, sorry if I am posting too much. Today was my "day off" from the 9-5 so I spent a lot of time on this.

anyway what I wound up doing was setting up the add to look something like this

Product from $24.99 per year!
When you buy a 2 year subscription
for 49.99 you save over 65%! Buy today!

obviously that's not my ad but you get the idea.

My main competition is advertising "product 2 years starting from 49.99" however when you go to his site he offers 1 year for that price and asks you to add an additional 20 bucks for the 2 year. Blah.

Random thought: I am getting most of my views from the keyword "product". Not "buy product" or "discount product" of "product subscriptions" or anything like that. So I suppose it is to be expected that my ctr is low. In my testing so far I have a choice between good ctr and something that converts at a reasonable level.. so i'll take that!! :)

My latest ad has, again, a pretty crappy ctr of like .6% however i've already got a conversion from it. I'm going to let it run for a bit and see what I can do with it.

Fortunately, even though I have spent 50$ on clicks I have also made 2 sales making me 60$. So I still have my entire 200$ "testing" budget which I will continue to use to experiment with new keywords and ad copies.

pretty happy with how this is going :xmas-smiley-016:
 
Good shit on profiting.

Since you own the product try inflating the price a bit and offering a discount coupon through the adwords ad, then pre-populate it on the LP.

Save 45% off 2 Year Subscription
Use coupon: SUMMERXHURR
Get 2 Years for $49.99
 
thanks for the idea, i'm going to modify my landing page and split test that
 
well, overnight I had 2 conversions. So I made roughly 60$ income off of a 50$ advertising expense again. I have 220$ to spend now on testing :)

today my ctr for the ad actually seems way higher! 1.6%! It seems like my quality score went up 1 point to 7/10.

I am going to continue to work on improving the conversion rate on the landing page end, currently it is 1/30 and if I could make it 1/15 I would be really happy :)

I am going to consider having an email submit instead of a "buy now" button. Or maybe I will have both and say there are only 5 slots left at 49.95 and enter your email to reserve yours..

I will figure it out today
 
To increase trust...
- Make sure to include a phone number on the landing page. Google voice just gives them away...
- Include a privacy policy
- Testimonials
- Link out to trusted sites
- Live chat - try olark for a simple, cheap solution
- a site blog can also lead to try as it can be populated with softball questions and responses

As you have already done - continue to split test *everything*
 
thanks for all the great ideas guys.

Had a bit of a frustrating morning.. one of the orders I got last night was made with a fraudulent credit card. So I actually only made 30$ off my 50$ of advertising, plus i lots an additional 20$ in expenses for sending out a subscription that I cannot really cancel. Ah well.

On top of it all, i've had another 40$ in clicks and no conversions yet. I'm going to wait out the last 10$ so I can get the data I want for my ads and then take down the campaign so I can implement some changes to my landing page.

Unless I get another conversion in the last 10$, i'll have lost 90$ so that leaves me with 120$ left to spend to test this.

just gonna keep moving forward :)
 
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