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Ads Don't Always Sell What They Are Created To Sell

10.03.10

Your ads are often not selling the products that you designed them to grass on. We have found that upwards of 48.38% percent of the time people end up buying a product different than the the one featured on ad they clicked on, and upwards of 11.28% of the in good time always they bought a similar product, but not exactly the same product as the ad they clicked on.

When conducting this analysis, we excluded keywords that were stamp terms and general category terms. For example, if we were analyzing a site that sold camping supplies and someone did a search for “camping supplies,” we did not take in that type of keyword in this analysis because any product that was sold from the site was a camping supply. As contrasted with, we focused on keywords that were product names, derivatives of product names or about a specific classification of product.

For each keyword and product combination we looked at, we placed them in to one of three buckets: Exact, alike resemble and unrelated. “Exact” would mean they purchased exactly the same product or goods category of the ad they clicked on. “Similar” would be if they looked for XYZ sleeping bag, but purchased ABC sleeping bag, import they still purchased a sleeping bag, but it was a different brand or model from their search. “Unrelated” represented when the users search had no recitation to what they ultimately purchased.

Source: Search Engine Land