ppc dilemma...sacrifice ctr or conversions?

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phil9922

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Jun 5, 2007
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i setup my own mortgage site a couple weeks ago for some email marketing ive been doing. last week i decided to try using some ppc to bring more traffic. i have never done ppc before this and i know that this is a very competitive niche, however so far i am right around the break even point. my biggest problem so far has been conversions. with the ad copy i started with, i was getting just under 5% overall ctr, but the conversions werent so great. my ad title was just something like 'low interest mortgages' and on average i am spending per lead the same amount i sell them for. it is a short form, only 1 page, so i am beginning to believe that the users arent interested in applying the moment they see my ad, just shopping around for rates. today i changed my ad copies to make it clear that my page was an application, and my ctr is down around 1.5% right now but the conversions have gone up (which lowers my cost per lead). i am afraid my ctr is going to drop too low and hurt my campaign, but right now, the lower ctr is actually making my campaign more profitable. does anyone have any suggestions on how i should handle this?
 


Use line breaks.

Or capitalization.

The lower the lead cost the better. More profit is better.

I'd suggest targeting your keywords to hone in on those who are clicking and converting... that will keep your CTR up.
 
Depends on how low is "low". 1.5% is still ok for me, especially if you win more money. Ultimately, this game is about money won - money spent, not ctr/cpl/cpa/whatever.
 
Also consider changing the keyword(s) you're bidding on to be more relevant to your target audience. For example, the keyword 'low interest mortgages' is serving your new ad headline which is related to mortgage applications -- hence the lower CTR.

If you're targeting for people to fill out an application and not shop around for rates, then change up your keywords to reflect this and your CTR should go up.
 
I just re-built my campaign from scratch and got rid of all the 'shopping-around' keywords and filled it with 'taking-action' keywords so hopefully that helps both my CTR and conversions without killing the volume. Could anyone who's been doing mortgage for a while give me an estimated conversion rate so I can tell how on/off par my campaign is?
 
I just re-built my campaign from scratch and got rid of all the 'shopping-around' keywords and filled it with 'taking-action' keywords so hopefully that helps both my CTR and conversions without killing the volume. Could anyone who's been doing mortgage for a while give me an estimated conversion rate so I can tell how on/off par my campaign is?

Ask you AM what the average conversion rate is on that offer.

Also, are you tracking which keywords are making you money?
 
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