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High CTR, Weak Conversions

by TravisVOX
4 replies
I've been running a PPC campaign over the past week testing out a new potential market to dive into and create a product(s) for. The CTR has been strong... going from 3% to up to 7% in some more targeted keywords.

The problem is they're simply not converting into subscribers. I created a few different squeeze pages...

First, I created a video landing page with a one minute video pitching another 45 minute video that promises to deliver 3 techniques they can use right away. It didn't seemed to do so well...

Second, I created a "dvd and cover" image to help entice. No dice.

Third, I eliminated the visuals... and now it's all text sans a temporary logo at the top for some visual.

I'm puzzled. The CTR on the ads shows the general message is working... but they're not signing-up.

The conversion rate is about 1.5%...

Anyone faced similar situations?
#adwords #conversions #ctr #high #squeeze page #weak
  • Profile picture of the author RichardF
    Well that's an age-old question. I mean write an ad like "FREE MONEY HERE" and you'll get a huge CTR but unless your offer matches what you write you'll get no conversions.

    I'd say try to tweak your ad so the user expects exactly what you're offering. Could also be that the keywords are poor if this is a search campaign.
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    • Profile picture of the author TravisVOX
      Right, my question is holy grailish.

      The ads are not misleading, they're specific... "discover x" ... where x is what they want and are searching for.

      The squeeze page promises them a resource where I'll show them x...

      Maybe this is just a random / sample size issue.
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      • Profile picture of the author RichardF
        Originally Posted by TravisVOX View Post

        Maybe this is just a random / sample size issue.
        Could be, but a squeeze page should convert at at least 20% if it's unoptimized (40%+ optimized). Anything less than that and I'd say you're targeting the wrong people or your offer isn't tasty enough. Sorry it's hard to be more specific...
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      • Profile picture of the author AgentLekky
        Banned
        [DELETED]
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        • Profile picture of the author DaveWildash
          Sounds like there's a disconnect between your offer and what prospects find when they arrive at your landing page.

          Without seeing the ad and landing page it's difficult to tell, but just going by what you've mentioned in two posts maybe when they read 'discover x' in your ad they are expecting to discover the whole answer, not 'a one minute video pitching another 45 minute video'.

          Maybe that sounds a bit harsh, but I hope you see what I mean.

          Address the disconnects and see if it improves conversions.
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