Question by abdelhadi_m: How to make adwords working for me?
I started using google adwords for two weeks. My website gets about 20 visits a day, they're targeted visits as i use good keywords, the problem is that till now i didn't make any sale. My website is : www.travel-morocco-tours.com, any suggestions to convert visits to some sales ? do i have to create a sepcial landing page ? thanks for help
Answer by Jake
You should certainly direct the ads to a landing page intended to close the deal, you can only afford to soft sell free organic traffic.
There must be some industry data indicating what countries the largest per capita percentages of travelers to your destination come from, you could geo target just those countries in some of your ads.
A general rule of thumb for sales pages is than one gets 1 sale per 100 visitors, that number varies considerably, I would expect it to be small percentage for expensive travel packages.
All keywords are not the same, I trust you used the keyword tool to discover what terms are searched, in general the keywords with higher competition and costs will be "buyer" keywords.
"Morocco landmarks" would be a weak, browsers term, "Airline fares to Morocco" would be a relatively red hot term, although it might be a bit late for an agent to step in. Sometimes only testing can show the keywords providing highest conversion rate, this goes a lot more quickly with low end products sold in the 100s each day.
The landing page paradox:
Salesmen understand that the ideal sales landing page, minimizes the number of choices (see the interface design book "Don't make me think"), limiting the number of ways to leave the sales page is another common way to retain their attention.
Adwords ads have a quality score, using combined scores for conversion rate, keyword relevance and user experience and safety. A landing page design should automatically include Privacy, Terms & Contact links, as well as a means to access the rest of the site, making it harder to keep the prospect on the sales page.
Split testing is a standard part of producing a profitable Adwords campaign, typically there have to be many sales in order to accurately measure whether design A or B in converting better.
It's always a good idea to us analytics with in adword campaign, Ideally your campaign would to pas keywords to the site, watching the bounce rate (immediate exits) and he way that users eventually leave provide some insight into the page design.
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