Another very basic but powerful concept in PPC (pay-per-click) campaigns is qualifying your website visitors.
If for example you are selling an ebook that teaches people how trade baseball cards for profit your ad might look like this:
Baseball Cards Profits
How to sell your baseball cards
for fun & profit.
www.baseballcardbroker101.com
Many baseball card collectors will be attracted to click on that ad, but they won’t be willing buyers.
So how do you sort out the people who are ready to give you their money in exchange for learning how to trade baseball cards for profit? You pre-qualify them with an ad like this:
Baseball Cards Profits
How to sell your baseball cards
for fun & profit. $27 guide.
www.baseballcardbroker101.com
You see the difference? It’s clear already that they have to spend $27 on a guide if they want to learn it. The people who will click on that ad will in general be much more likely to actually buy from you and not just look for free information.
Can you think of other ways to qualify your website visitors? If you are teaching a golf swing technique - is it for advanced golfers or for beginners? So then your headline might be “Gold Newbie Technique” or “Golf Pro Technique”.
Other ways to qualify your customers? By age, by income, by nationality, by sex, by price, “Must accept Amex”, etc.)
Examples of this: Instead of a Dating Guide make it a Dating Guide for Men over 40. Instead of a Tax Savings Advice make it a Tax Savings Advice for people with a yearly income of $100,000+ etc.
The point is to only have people click on that ad that will be most likely to actually buy your product instead of just check out your website. Remember: You don’t get paid for having somebody look at your website. You only make money if somebody buys from you. But you have to pay for every click that somebody does on Google Ads on your ad.
Qualify visitors and your CTR might go down - but your conversion rate will be much higher and so will your profits.
But there’s a downside to pre-qualifying your visitors too: Ad-networks penalize you if less people click on your ad. So an ad that get’s clicked on 10 times of 100 times that it shows up will get a better quality score than an ad that get’s clicked on 6 times out of 100. So you might want to weight that in, but generally pre-qualifying your visitors is worth the little penalization.
Again - as always with PPC, don’t just take my word for it. The golden rule of PPC is: TESTING, TESTING, TESTING. So try it, see if it makes you more profitable, and decide for yourself.
