Include Price in Ad Copy? (8)
Would you consider including the price of the product in your ad copy? Especially if it is a high-ticket item?
This would essentially lower CTR, and increase CPC, but you are eliminating people who will be scared off by the price, so conversions should be higher.
Any experience with this?
Give it a test.
It depends on what type of traffic you're buying and what your goals are.
Test and then check your metrics to see if it helped or not.
Good luck.
I tested this extensively and didn't see a major different in CTR or CR.
In fact, I found the best way to increase CTR is to make the headline a question - I managed to increase CTR by around 3% by asking questions!
It depends on your traffic source. It also depends if you are targeting buying mode keywords or broad keywords. Easiest step to take is see what your competition is doing.
Either way I would test both strategies. I hope you have a decent budget :P
I personally have seen it drop CTR, and it's often used to get rid of useless clicks (ie dropping CTR).
The outcome of profit will be hard to tell though, need to splitttttt
If you are good, you'll figure out how to run ads both ways with the right ad copy for the right keywords. It wont always work, but for me it usually does. Just dont try to throw everything under 1 campaign or 1 ad. Try a few different ones. this is one of my methods scaling. Sometimes, scaling doesnt just mean running the same ad/landing page on another traffic source but figuring out how to reach more of the same audience on a source that you are already seeing conversions on. good luck!
Price can assist both good and bad.
As stated by stackman & trev513 the price can weed out tyre kickers and gain the people who have no issue with price.
However it does bring in other challenges where you can start going towards the route of price wars, which from my experience does not end well unless you make good margin on the front or back-end of the sale.
This can then have a knock on effect where other companies start trying to undercut devaluing what's on offer.
Depending on what you are selling as a high priced item, I personally think you need to know the type of people who buy the product to highlight the irrational or rational reasons why they buy the product.
For me I look at the view of, if everyone had the same price and could not amend it, what makes coming to you the best reason?
Create concrete emotional and practical reasons and test them.
Not all your buyers give a damn about price, maybe more about quality, convenience and service.
Also sometimes having things priced cheaper people ask the question;
Why is it cheap?
Is there something wrong with it?
Is the company selling it legit?
With high end companies that sell the exact same product as Mr cheaper, they understand who they want to attract which tends to gives them a customer who tends to have a higher lifetime value and doesn't refund at the drop of a hat.
At the end of the day test each ad with completely different aspects (Cheap, expensive, more about quality service and why you are the gold standard) to see what best works for you.
Hop that assists
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