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Strategy for selling high-value items with low conversion rates?
My client is selling products that cost a few grand – the kind of thing that someone would spend a little while thinking about before buying. On some of their lines, they get a good number of Google Ads conversions, on other campaigns, they get only 1-2 per month.
The client is okay with this – they say they see leads coming in outside of Google ads. But I would like some harder metrics to measure the success of these campaigns. Someone suggested “micro-conversions” – creating a conversion action for visiting 3 pages, or spending a certain amount of time on the site. What are your thoughts on this?
More generally, anyone with experience in a high-value/low conversions market – how do set up your campaigns?
Final note – they have the conversion window set on 1 week because they want the max convs campaigns to be more responsive to changes , and they are using last click attribution. I support last-click because I don’t like the opacity of DDA, but as for the conversion window – what do you guys use? Does using a shorter conversion window actually make bidding algorithms more responsive? There’s an obvious benefit in setting it wide.
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1 Reply
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First, they should be using data-driven attribution. Anything with long lead times and multi-visit conversions will benefit from DDA and 90-day attribution to get the best picture of the customer journey. There really aren’t too many use cases to use short attribution windows. More conversion data is better for bidding, period. While recent conversions (past few weeks) are weighted more heavily, Google will look further back.
As for the approach, I suggest combining campaigns as much as possible to boost conversions per campaign. Where you can’t do that I would try portfolio bidding to help with bidding optimization. This is predicated on running the same target across campaigns, however.
Even if you can’t do that, Google will optimize bidding across campaigns, so as long as you have 30 or so conversions across the account per month I’d run automated.
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It sounds to me like you should be importing offline conversions back into your clients Google ads account.
I would imagine people are doing their research online but completing their purchase in person due to the value of the items. -
If the conversion you track right now is someone making a purchase. Why not makes leads your other conversions. Then you can pipe all this data in your CRM to understand where leads are coming from and which one’s are converting into paying customers.
If people are spending more than a week thinking about making a purchase. Your attribution window should be set to that length of time they spend thinking. Be it two weeks or one month. Doing one week doesn’t make tons of sense if people need more than one week to think about buying something. Using last click in your case is fine and I don’t see you needing DDA if some campaigns get so few conversions.
Campaign set up is usually based on going after higher funnel research/question type keywords to catch people higher in the decision making path. Then build out the ad account based on how people search as they get closer to the purchase day. Of course you can add in remarketing in there if it is allowed for what you sell.
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