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.

[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.

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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).

[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.

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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?

[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.

[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