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How to increase conversion rates? (4)

03-24-2015 06:25 AM #1 taewoo (Member)
How to increase conversion rates?

I've been running ppc for about 2 weeks.. and i noticed that even w/tier 1 adwords, I just can't seem to get my CVR higher than 6%. According to network rep, this one particular offer CVR is >15%.

Given the ad budget to test, I ran about 6-8 different ads yet i can't seem to break the 6% barrier. I am delivering shit tons of calls but the conversions aren't backing out.

Question: (if you're a ppc expert, I'd love to hear your thought)

1. Do you guys use call promotion? Do you have your own internal IVR before sending to offer? If so, how do you "pre-qualify" or "pre-sell"?
2. Do you redirect repeat callers to a different offer?

I just halved my ad budget because it's consistent negative ROI.. (actually today it was about -32%, best so far)

03-24-2015 04:30 PM #2 ringpartner (Member)

Quote Originally Posted by taewoo View Post
I've been running ppc for about 2 weeks.. and i noticed that even w/tier 1 adwords, I just can't seem to get my CVR higher than 6%. According to network rep, this one particular offer CVR is >15%.

Given the ad budget to test, I ran about 6-8 different ads yet i can't seem to break the 6% barrier. I am delivering shit tons of calls but the conversions aren't backing out.

Question: (if you're a ppc expert, I'd love to hear your thought)

1. Do you guys use call promotion? Do you have your own internal IVR before sending to offer? If so, how do you "pre-qualify" or "pre-sell"?
2. Do you redirect repeat callers to a different offer?

I just halved my ad budget because it's consistent negative ROI.. (actually today it was about -32%, best so far)
Sounds like it could be the keywords you're bidding on, they may not be good converters.

Can you share more about the campaign? You don't have to share keywords, but what vertical and a little about the angle you're using to approach the campaign.

I don't believe a call promo is necessary to succeed. It definitely can help, but if it's a good campaign you shouldn't need to rely on it for success. Have you called the campaign to see how it sounds?

I also don't think it's necessary to redirect the repeats, you can improve performance, but I think there's something bigger going on here.

Here's a quick list of things to consider:
-Keywords, are they niche? cost effective? do you have an angle?
-Locations, are they set up correctly? Do other locations convert better than others?
-Time, what times convert best?
-Data, have you collected enough to make good decisions?
-Ad text, are you getting clicks for the wrong reason or purpose? what's the caller's intent?
-Quality Score, have you done enough to improve QS and lower your CPC?

Hope this helps. I can help more with a bit more info.

Cheers,
Mike

03-25-2015 06:37 AM #3 taewoo (Member)

Quote Originally Posted by ringpartner View Post
-Keywords, are they niche? cost effective? do you have an angle?
-Locations, are they set up correctly? Do other locations convert better than others?
-Time, what times convert best?
-Data, have you collected enough to make good decisions?
-Ad text, are you getting clicks for the wrong reason or purpose? what's the caller's intent?
-Quality Score, have you done enough to improve QS and lower your CPC?

Mike
This is livelinks

1) cost = < $0.20 CPC. Down from $1+.
2) yeap. I triple checked
3) I just added day parting
4) 2 weeks
5) i emphasize "free trial".. added with scarcity
6) mostly 6's and 7's

Couple of things
1) I am bidding broad. Then culling by adding negatives. Once I find the winners, try phrase/exact/modified broad.
2) couple of angles:

- ad 1 (social proof): XXX number of singles want to chat + free trial
- ad 2 (rev. psychology): non-serious not allowed

As add as it sounds, weaker angles tend to be better for me b/c

1) google doesn't dump the ad in "adult" category and hence get more impressions
2) the CVR on lamer but more obvious angles tend to be higher

03-25-2015 03:59 PM #4 ringpartner (Member)

Quote Originally Posted by taewoo View Post
This is livelinks

1) cost = < $0.20 CPC. Down from $1+.
2) yeap. I triple checked
3) I just added day parting
4) 2 weeks
5) i emphasize "free trial".. added with scarcity
6) mostly 6's and 7's

Couple of things
1) I am bidding broad. Then culling by adding negatives. Once I find the winners, try phrase/exact/modified broad.
2) couple of angles:

- ad 1 (social proof): XXX number of singles want to chat + free trial
- ad 2 (rev. psychology): non-serious not allowed

As add as it sounds, weaker angles tend to be better for me b/c

1) google doesn't dump the ad in "adult" category and hence get more impressions
2) the CVR on lamer but more obvious angles tend to be higher
Livelinks can be fairly competitive, but it does work. It's a perfect campaign for pay per call.

It seems like you have a pretty good approach with this, just need to narrow down the keywords that don't work and gather more data to optimize.

You can't actually use a call promo with Livelinks, they don't allow it.

Keep a close eye on the locations and cut anything that doesn't perform well, do the same for times of the day.

I think if you keep this up you'll see your conversion rate increase.

Best of luck!
-Mike

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