Broadband on Adwords

Ian Cunningham · 08-12-07

I've almost exclusively focused on SEO and offline promotion for most sites I've worked on, however I'm now using adwords PPC on a broadband price comparison site.

I'm at a total loss as to how google calculates positions etc... I started off with 80p clicks, but now that I'm up to £2 I still can't drive any more traffic and the ad position hasn't changed

Is the cost for broadband keywords (some long tail) really that much over £2/click? :eek:

Shane · 08-12-07

google appears to deem it should be so for you based on the ad/ctr/landing page combination that's in play in your adroups

broadband terms aren't cheap where the volume is.. so long tail should be cheaper but it is a sector with many people hitting it from many angles so even the long tail would be focussed on with better targeted campaigns and adgroups far more than other less competitive sectors

ChristopherB · 09-12-07

Also consider account history into the equation, when i started my ppc account i drove alot of longtail traffic to great quality landing pages and ensured my CTR was above 5% i did this for about 2-3 months before starting mass campaigns which i knew would lower my click through rate and it's lowered my bids drastically.

Consider relevancy of ad copys to landing page texts.

Hell just checkout kierons PPC google landing page guide
Google AdWords Landing Pages - how to build a page that won’t get banned, with examples

Ian Cunningham · 09-12-07

Thanks for the tips. I think the landing page is ok from what I can tell - correct meta tags, good on page SEO, privacy policy, T&C's etc...

I'll give it a bit longer and see how it goes

tbp · 09-12-07

One thing I`ve found is that when you start a new campaign, bids can initially be really high.

However, if you get good CTR's, then after a couple of days they start dropping, sometimes by a lot.

I`m in a different sector, but started a campaign last month, and it cost 30 - 35p to get to position 1-3. After a couple of days, it dropped, and its kept dropping until now it only costs be 8p to get to the same position.

Bite the bullet and try it for a couple of days, and see what happens, you`ll probably find the CPC price drops.

Ian Cunningham · 09-12-07

I'd hoped it would be something like that, so I'll be sticking with it for the time being.

I'd be interested to hear the % conversion rates that people in the broadband comparison sector get, to compare with my own - but I imagine people will (quite rightly) want to hold their cards close to their chest