Comparison shoppers are the mortal enemy of pay-per-click (PPC) advertisers. When you’re paying each time someone clicks your AdWords (or other PPC) ad, the last thing you want is a person determined to visit every site to find the best price, the closest location or the most secure guarantee. But, with many categories of products or services, it’s bound to happen. There is a way to eliminate many of the lookers, however.
When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site. How is it done? By inserting text that will purposely eliminate arbitrary visitors.
Qualifying Your PPC Leads
Purposely eliminating visitors sounds like an awful thing to do, doesn’t it? Perhaps, until you consider the fact that – once these visitors got to your site and found out the details of your offer – they’d most likely leave anyway.
Why not save yourself a click (and the money associated with that click!) and prevent the visitor from running up your monthly AdWords bill? This is exactly what Steve Jackson of Conversion Chronicles and I discussed awhile back. Since that discussion, I’ve come up with a process that will allow you to easily write pre-qualifying ads when you use these simple steps.
Step One
Outline the specifications of your offer. Be precise. List all the details of the offer, the price, length of time, physical location, size, etc. For example, say you have luxury cruise packages available. You’d want to list the details such as: packages depart from New York City and go to several destinations in Mexico including Cozumel, Puerto Vallarta and Mazatl