Friday, 23 March - 07:27 Category: Pay per Click, e-marketing

Put My Prices on Google, Are You Mad?

SYNOPSIS: Using price on your Google adverts can be propel your online sales despite what others may think.

Why not put your price in your Google advert? Well, why not?

Usually when I suggest this to companies they give me shocked looks and horrified stares.

"You can't do that, we need to tell our prospects about the value of using our business before we tell them the price."

And

We don't want our competitors to know what we're selling X for

And

Our competitors will just undercut our price?

And so it goes on.

It worries me how many times opinions are expressed about the validity of suggestions before there is any proof one way or the other. At the very core of marketing is testing because it is the only definitive way we can prove what does or doesn't work. So I'm hoping that being the open-minded person you are you will consider and test my suggestion.

A recent survey conducted by Jacob Neilson concluded that seeing the price of the product was the number one concern on the prospect's mind and scored 29% higher than the second most important factor which was product availability. Therefore, it would be safe to say that not giving the price away could cause frustration on the part of your prospect.

Now couple that with the likelihood that very few or none of your competitors will be putting their price on their Google adverts because of the above preconceived reasons. You've instantly made your advert far more attractive because you've been up front and given the prospect the information they want.

If there are other advertisers pitching their price against yours then that information is only to your advantage. Firstly, it tells you what price you have to beat and secondly if you can't beat it then you can focus your ad on quality, service, speed of delivery and all the other factors that make you better than your competition.

There is another approach -- let your competition undercut you. You'll reach a point where you won't be prepared to give away any more margin so settle at that price. Let your competitors pick up those customers who are only interested in buying on price because they probably wouldn't appreciate the value of your service anyway. (I don't know if your experiences are the same but every time a customer has driven us down on price they still want the earth.) So in an odd way you actually end up attracting those clients you want to do business with.

Another solution would be to try a more adventurous tactic in your advert, perhaps by putting something like "Find out Why We Are More Expensive!".

If you sell an expensive product you even can use price as a means to whittle out clicks from prospects who would never be able to afford you. One incredibly successful advert of ours included the line "Elegant Web Design from £4000".

I hope I have at least in part convinced you to test pricing in your Google adverts. Remember if you get the model right online you can implement it offline and expect similar results.

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Posted By:Jed Wylie on Fri, Mar 23rd 2007, 07:27