Local Expert Opinions Sought: PPC and "parlaying" reviews in &-Pack

Joined
Aug 2, 2012
Messages
103
Likes
5
I have worked hard to cultivate positive client reviews, and I now enjoy a significant leg up on my competitors as we appear in the 7-pack. My business niche has gone from competitive to uber-competitive in the last 4-5 years and I think I am still missing out on many leads because the 7-pack for my competitive keywords consistently shows below the fold.

I have created an AdWords ad to try to parlay my good reviews a little further and direct the eye to the 7-pack down the page. It would seem if this strategy works I would "enjoy" a very low click rate which be very nice, but I would guess going forward Google would view the ad as "unproductive' and both limit showings and increase CPC. On the other hand if I have to pay more for clicks on the ad I wouldfigure I am still ahead in getting results from the ad without paying for a click.

And on this latter point I am concerned and seek input because it is hard to see how the Google greed machine would not punish me in some way eventually.
 

Attachments

Phil Rozek

Local Search Expert
Local Search Expert
Joined
Jul 26, 2012
Messages
1,136
Likes
450
Hi Stan,

It's great you're using PPC, in addition to worrying about your "maps" visibility.

That is not an effective ad. Too many people are going to get lost by looking at that ad. They're going to think the "reviews below" refers to your sitelinks extensions. Or they'll see someone else's ad or Google+ Local listing and forget about you.

Also, as you alluded to, your CTR and QS are going to be in the gutter.

An AdWords ad should exist for one reason: to get the click. Of course, you only want to get clicks from the right people, which is why you use things like negatives.
 

Phil Rozek

Local Search Expert
Local Search Expert
Joined
Jul 26, 2012
Messages
1,136
Likes
450
My pleasure, Stan. It's a clever approach - just probably too clever for would-be clickers.
 

chadkimball

Forum Member
Joined
Feb 21, 2014
Messages
175
Likes
23
I agree with Phil. Make your advertising so simple that even the stupidest brain dead clicker would understand it. Not being sarcastic either. Ads should be brain dead simple. Think of an ultra confused brand new internet user who is over 80 years old, the ad should make sense to them
 

Ashwin

Forum Member
Joined
Sep 6, 2013
Messages
65
Likes
15
I have worked hard to cultivate positive client reviews, and I now enjoy a significant leg up on my competitors as we appear in the 7-pack. My business niche has gone from competitive to uber-competitive in the last 4-5 years and I think I am still missing out on many leads because the 7-pack for my competitive keywords consistently shows below the fold.

I have created an AdWords ad to try to parlay my good reviews a little further and direct the eye to the 7-pack down the page. It would seem if this strategy works I would "enjoy" a very low click rate which be very nice, but I would guess going forward Google would view the ad as "unproductive' and both limit showings and increase CPC. On the other hand if I have to pay more for clicks on the ad I wouldfigure I am still ahead in getting results from the ad without paying for a click.

And on this latter point I am concerned and seek input because it is hard to see how the Google greed machine would not punish me in some way eventually.
Why not use the Adwords Review Ad Extension to do this more effectively? That way, you can display your reviews within the ad unit without confusing users and affecting your CTR.

https://support.google.com/adwords/answer/3465883?hl=en&rd=1
 

painperdu

Forum Member
Joined
Dec 23, 2013
Messages
42
Likes
3
Nice thinking outside the box but AdWords doesn't like outside the box thinking and you'll end up with minimum CPC that's higher than if your ad was optimized legitimately.
 

katandmouse

Forum Member
Joined
Aug 23, 2012
Messages
113
Likes
12
I agree with Phil. My eye would go to the sitelinks to try and find reviews. I also don't think the message would get me to click.

So you've been doing this since ? That wouldn't matter to me, honestly, especially since so many others claim "experience."

What's your customer's pain? Address that.

This might work better:

"Disability or ERISA Claim Denied?
Call Us for a Free Consultation!"

 

Similar threads

Local Search Forum Info


Weekly Digest
Subscribe/Unsubscribe



Google top contributor


Follow Us on Twitter
@LocalSearchLink

local-search-ranking-factors

MyCommBanner250

Top