Is Adwords suitable for all products/services?
Submitted by slainte on Mon, 05/29/2006 - 02:22.
Hi Jeremy
I had never really thought about this before but I was wondering from your experience if there are any particular products/services which don't lend themselves very well to PPC? For example maybe there is/was a product or service which is mainly bought by older searchers or housewives which never had good ROI? (Or have you ever analyzed that far?)
Also connected with the above is whether we should write ad copy which takes into account whether the potential searcher is male or female or is that nothing to worry about as the Adwords ad is too small to include enough effective copy?
The reason I ask and once again if we take the female searcher as an example here is an article(below) talking about marketing to women. Although the article is based around more comprehensive copy than Adword copy it would still be useful to hear your thoughts on this. For example the article has an interesting section on "Don't focus on the Money" which gives some useful thoughts on what women may or may not be interested and as such gives a few ideas on what you should include in Split Test ads)
Here's the article (Look for the section "Tips for marketing to women online")
http://marketingtowomenonline.typepad.com/blog/increase_online_conversion_rates/index.html
If there are any females on the forum who could comment too it would be useful and much appreciated.
Best regards
Slainte
Good question Slainte...
I think elderly people and housewives are some of the most profitable demographics. In my experience, it's teenagers that you have to avoid. Teens generally don't have access to a credit card and typically don't have much money.
Here are a few guidelines for items to avoid in paid search:
Avoid items that are cost prohibitive to ship. If the shipping costs of an item make the item more expensive than the local store, it should probably be avoided.
When possible, I avoid promoting big-brand e-tailers like BestBuy and Wal-Mart. This is because consumers will often use their website for research, and then go into the store and buy it. I prefer to promote Overstock, Amazon, or Buy.com over their brick & mortar counterparts.
Best,
Jeremy
Thanks Jeremy
That has certainly given me some good direction especially about the older generation. Will need to spend a bit more time on researching this area for some products/services to promote.
The tip about the shipping cost is certainly something I concentrate more on as I must admit I do like merchants who offer Free Shipping on their products. This is especially true for larger(more expensive) items where Free Shipping is a must and "FREE Shipping" is also a great selling point on the Landing Page.
Best regards
Slainte
I think the place to start marketing to women is on the landing page. Make the picture appeal to the demographic you're trying to reach. If you're marketing to moms, show a typical mom.
You can run multiple PPC ads at one time and each can go to a different landing page. You can change the headline, wording, and image slightly for each audience, then see which does the best.
When you find a winner, you can develop more content or further fine tune the ad to see what works the best.
Best,
Janet
newspapergrl.wordpress.com