Very little click on a relatively high budget?

by 5 replies
Good morning all.

To cut a long story short, I am managing a vehicle leasing website for the company I am currently employed by.

Last month, I spent 500 ($624) just on AdWords & unfortunately, the clicks we received have not turned into one sale. However, we did receive one enquiry, but that did not lead to a sale.

I geo targeted the ads to be localised near our business (20 miles around the area we operate in)

For this month, I have turned the budget down a little. We now have 12 per day ($14.98) being spent on this campaign and I'm only receiving 11 clicks per day? is this normal?
#pay per click/search engine marketing (ppc/sem) #adwords #budget #click #google #high #ppc
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  • Profile picture of the author princetotem
    Well, this depends on a number of factors, such as the kws you're targeting and the bid amount, the relevancy of your ad vs. landing page, competitors, the search engine you're advertising on.. etc.

    $625 is a big loss. Are you recording success by the number of clicks, the number of enquiries or the number of actual conversions (enquiry to sale)?

    I'd need to take a look at your ad and the details of the campaign set up to be able to advise you, I'm sure the other marketers here would agree.

    A good place to start would be to search how to optimise your ad for the best performance.

    Also, read up on A/B testing.

    Facebook advertising allows you A/B test and run ads with geo location and such for quite reasonable pricing. You could always test the results from that before jumping to PPC on a search engine.
  • Profile picture of the author tokyoice
    Hi Princetotem.

    Thank you for your response.

    The bid amount I have been using is the one what is recommended by Google ('below first page bid') and whatever the amount is shown, I usually match it.

    The vehicle leasing website is one portion of the company I am employed by. I unfortunately do not have access to the content of the files or that site (it's third party software) so I cannot install Google Analytics to see what happens and where these clicks are going to. It's run by another department within our company and the guy who runs it usually comes up to see me and tells me when we have had any interest.

    I guess I would consider success when these clicks convert into sales, but they're not doing anything, not even generating an enquiry.
  • Profile picture of the author Sonny Tee
    If they are giving you that much of a budget to work with, I would take $100 or so and invest into facebook ads. You can target people just in the local area who have a certain income level, etc.

    Google used to work for me very well back in the day but now the cpc is too high in my opinion for the quality of traffic.

    Hope that helps!

    Sonny
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    • Profile picture of the author tokyoice
      Originally Posted by Sonny Tee View Post

      If they are giving you that much of a budget to work with, I would take $100 or so and invest into facebook ads. You can target people just in the local area who have a certain income level, etc.

      Google used to work for me very well back in the day but now the cpc is too high in my opinion for the quality of traffic.

      Hope that helps!

      Sonny
      Hey Sonny,

      I don't think Facebook ads would work on this occasion? Personally I've never tried it, but we can only target specific people and not what they're searching for. It's worth a try for sure though!
  • Profile picture of the author Sergio80
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  • Profile picture of the author tokyoice
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  • Profile picture of the author MikeFriedman
    What kind of conversions are you looking for on your website? Phone calls? Is there a form people fill out?

    There may not be a problem with your AdWords campaign. It might be that 1) the website sucks at converting traffic or 2) conversions are not being tracked accurately.

    As for the campaign itself, there are a few things you want to look at. What kind kind of ad position are you getting? What are your Quality Scores? You can cut down your costs and improve your ad position with better Quality Scores. Are you managing your negative keyword list? You may be getting a lot of irrelevant, or just not quite relevant enough, clicks and impressions that are killing your ads. Your CTR greatly impacts your CPC, so if you are getting a lot of irrelevant impressions, you are driving your costs upwards.

    Just a few things that come to mind, but without more information about the website's performance, it is all just guesswork.

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