One of the biggest factors that impacts on how many conversions your online store gets from Google AdWord isn’t even within your control.
But it’s critical that you’re aware of it.
It can make all the difference to how successful your AdWords campaigns are. Or aren’t.
Consumers who shop online can be pretty savvy, particularly Australians.
They will visit as many websites as they can find in the organic and paid search results to find out what products are available and how much they cost. And what additional costs will be added to their order.
Your campaign might be rocking.
Orders are rolling in within your target cost per conversion.
And then Bam!
Suddenly there are less orders but you don’t know why.
You do some Googling and find out that one of your competitors is undercutting your price, or offering “Free Shipping”. Or possibly even both.
At this point you have the competitive intelligence to figure out why the orders have decreased.
Then you need to decide what changes to make your own offers and pricing to make your products competitive. Ideally without blowing all your profit in the process.
It’s all in the research.
Consumers are savvy and small changes can make a big difference.
Until next time
Image courtesy of podpad / FreeDigitalPhotos.net
Melinda aka Mel is a Premier Google Partner, AdWords & Analytics Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to Australian businesses and is committed to never using an acronym without explaining it first. She also likes grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.