Campaign Statistics: Help Wanted

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makethatmoney

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I'm running a campaign and as I have said the best performing keyword is "weight loss". I have additional groups going, like "buy weight loss" "weight loss benefits" etc, but those don't convert as well as the short tail.

Here is a little more detail about my campaign, maybe it can help gauge where I can improve. Note: This is on Yahoo.

Data from: 9/12/08 - 9/22/08

PPC Clicks: 937
PPC CTR: 5.72%
Offer Clicks: 331
LP to Offer CTR: 32.78%
ROI: -30.57%
LP CR: 7.77%

Here are my conclusions, but please give me input if you can.

1. I must increase LP to Offer CTR. I'm only getting 33% of the traffic I'm buying, doing that alone will significantly help my bottom line.
2. I need to work on lowering CPC. I have decent quality score, but paying between $1.20-1.60/click.

I think my ad CTR and LP conversions are decent. Improving on the 2 things above should be enough to turn this campaign into a winner. Does anybody else have any tips for me?
 


Another thing to try is to split test similar offers if possible, might see an increase in CR.

But yeah 32% click through to offer isn't pretty. Work on your LP.
 
Thanks man. I won't lie, when I saw 'productionhead' as the last reply I said to myself:

"Here's his reply: "buy a fleshlight and then bathe with a toaster" "

I was pleasantly surprised ;)

Alright, I'm going to split test some colors and other offers as well and see what happens. If I can even get that up to ~50% I would be profiting a small amount.
 
I only act like that towards idiots, if you noticed the context I use my negative posts for ;)

Anyways - you're just going to play around with colors? CTR is more dependent on copy and placement and efficacy of your "call to action" buttons. That's what you're going to have to change around.
 
Ok. I have the main call to action above the fold, but I don't want to be too pushy. Personally I hate websites like that so I try to not build like that. Does that seem to work better though? By copy you mean on the landing page itself? I've looked at some of the more successful affiliates and thought I designed similar to theirs.

Guess I have more work to do.
 
Thanks Chris. Sad thing is, I actually read/watched that and took notes. Should probably go through it again and implement some of those strategies.

Do you guys think a video would help this out as well? I might try that too.

Thanks :)
 
So far no good... CR still about 10% but LP to offer CTR down to 20-25%.

Is the most important factor to getting customers interested your headline/copy? I *thought* the changes I made would have made it more compelling... guess not!
 
Thanks Ngo. Last night was pretty much right on with the trend of my campaign: 7% CTR, 30% LPCTR (:(), 8% CR

Did pretty much a complete re-design so we'll see what happens!
 
Instead of making a new post, I'll just ask a few more questions in here.

Are there certain cases when building specific pages to keywords/phrases would convert WORSE than a general page? In this instance, the short tail "weight loss" word is converting better than any of the "buy weight loss", "weight loss benefit" type KWs.

I went over ImagesAndWords keyword help and his buyer profile tutorial that explained how to think like a buyer... Do I just need a lot of work on KW research or has this happened to you before?
 
Few things id like to add. Some offers depend on the day of the week. You can get crap for conversions on weekends but crazy on mondays. Changing the ad in yahoo could make all the difference in the world too. A different headline or different wording can change conversions by a lot. So split testing a few different ads for CTR and conversions would be a good idea.
 
Thank you.

I'm getting relatively decent (I think) CTR from Yahoo. It's between 6-12% from the ad to the LP. My biggest issue is LP to offer, which is only 20-35% usually. I'm building my page similar to what other people in the niche are doing, but I just can't crack a profit. I don't get it.

Also, I have done, what I feel to be, pretty extensive keyword research and found a few of the same websites popping up continuously. I have also been bidding on those KWs, but I'm SURE there are tons more (probably the cash money KWs) that they are bidding on. Either way, I don't think somebody would stay position 1 for a keyword for 3 weeks straight if it wasn't profitable.
 
Just my 2c, but "weight loss" is a term that is quite general and non specific to the product you may be pushing in terms of a name or a niche (green tea, pills etc etc) - maybe hence your losing visitors on landing page. Obviously ad copy would be important to try and whittle out those not looking for your type of product, as would LP relevance to ad copy. For the general terms like that, all I ever seem to get is about a max 50% CTR - but then, I'm no guru...
 
That's not the exact term I'm bidding on, more of a generalization. I understand what you're saying though. I have learned A LOT from this campaign, but I definitely realized I need to do a lot better on my KWs. I just feel like I'm kind of at a loss because I can't really decided what would be good longtail for this campaign, and those that I have tried, either produce no volume, or no conversions.
 
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