In thinking about running a successful Ads campaign, you may be wondering whether or not to include the price of your product in the headlines.
The answer, as with most things, is that it depends. Things like the type of item you are selling, your budget, and your general objective for your Ads campaign all come into play here. Oftentimes in advertising, you want to hook as many people as possible to drive traffic to your site or store so you might flaunt some sort of promo or free item. This is the ole foot-in-the-door technique - if I can get people to my site somehow I will be able to convert them with something else later. The game is a little bit different when it comes to paid search, or PPC, because you are paying an upfront price for every click you get. Imagine that you are running a physical store and you are standing outside with free samples to drive people into your store.
This may be a very good technique to drum up business, but imagine that for every person that actually comes into the store as a result of this tactic you have to pay an upfront price, whether or not they actually purchase anything. Your free promotion for bringing people into the store is no longer free. This is how the paid search space works. It is not always optimal to drive as many people to click your ad as possible by offering promotional or free items.
The Case For Including Prices
The strategy of including your prices upfront can help circumvent paying lots of money for people to enter your store/site and not convert. By posting your price upfront you are deterring anybody who might leave the site immediately after seeing the price. This obviously depends largely on the type of product you are selling and the price of that item. If you are selling a high-ticket item it may be beneficial to put the price upfront in your headline to keep your conversion rate relatively high.
CTR vs. CVR
Essentially, you are playing a game of clickthrough rate (CTR) vs. conversion rate (CVR) here. In many types of marketing you are looking to drive as many visitors as possible with a high CTR and then figure out how to convert them afterward, but the paid search space, that strategy can cost you a lot of money so you may want to think twice before throwing up a free promotion in your ad. Below is an example of how the numbers work with two different ads - the ad with the higher CTR and lower CVR (no price) has a CTA (cost-to-acquire) of $750 while the ad with the price has a CTA of $300.
- In this article, we went through the case for including prices in your ad headlines
- One reason to do so is to limit the number of non-converting clicks by being upfront about the price so you don’t pay for lots of clicks that won’t convert
- In general, you want to make sure that your site is optimized to convert as much as possible and you want to write compelling ad copy to drive clickthrough rate