PPC What do you do when same product can be vast price difference

[UKSBD]

I help a guy out who sells Wine Cabinets/Fridges/Coolers

One of his keywords is Wine Coolers

The problem is, the phrase Wine Coolers can relate to anything from a £10 vessel you keep your wine bottle cool in, up to the £2,500 wine cabinets that he sells - http://www.winess.co.uk/wine-coolers-wine-cabinets/

The people looking for the £10 wine coolers aren't necessarily a problem as you would think it's pretty obvious the ads don't relate to these, the bigger problem is the cheaper version of these cabinets that just don't compare.

There's little point him getting traffic from people just looking for the £100 - £700 type cabinet as it's like someone walking in to a Porsche showroom when they can only afford a Toyota Yaris

He can't not target the phrase, but this means he is paying for a lot of wasted traffic.

Do others have this problem where you are trying to deter clicks than attract them and how do you handle it?

We've considered having starting from £**** in the displayed description, but fear this may have the opposite effect with people clicking out of curiosity.

Any suggestions?

 

[directmarketingadvice]

He can't not target the phrase

I don't undestand this. Why does he feel obliged to target a particular phrase? Is it profitable for him or not?

Steve

 

[Bradley Holmes]

Hi,
You would have to look at the figures and see how many people click through on wine coolers and bounce away. Then decide is that 1 sale out of X amount of clicks worth it or not?

Maybe it would work out more cost effective to target "wine storage" or "wine cabinet" instead.

 

[UKSBD]

I don't undestand this. Why does he feel obliged to target a particular phrase? Is it profitable for him or not?

Its one of the phrases that brings most visitors.

It's profitable, but also expensive

Assuming 50 people click on an ad when searching for wine coolers, only 1 might be looking for the ones which he sells.

He still wants to target the phrase as that 1 out of the 50 still makes it worth while, but it would be nice to eliminate the other 49 who are looking for the cheaper/standard product.

 

[UKSBD]

Hi,
You would have to look at the figures and see how many people click through on wine coolers and bounce away. Then decide is that 1 sale out of X amount of clicks worth it or not?

Maybe it would work out more cost effective to target "wine storage" or "wine cabinet" instead.

It's worth it, but it would still be nice to get it cheaper.

He does all the other phrases too.

 

[directmarketingadvice]

It's profitable, but also expensive

In that case, you look at the search phrases within that keyword (assuming it's not an exact match), to see which phrases do and don't lead to conversions.

And, of course, you split-test ads in order to find more profitable ads. Does mentioning/implying high cost increase profits?

Testing will answer that question.

Steve

 

[UKSBD]

Does mentioning/implying high cost increase profits?

Testing will answer that question.

That's basically the question I am asking.

It would be nice to know if others have tried this though (mention price in the ads to deter clicks) and hear what the results were.