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When a Buyer isn’t the Right Buyer

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As we all know, not all buyers are created equal.

Some are highly price sensitive, and will shop around looking for the cheapest deal they can find.

Others are the complete opposite – they want the best of the best and they’ll pay a premium for it.

And, of course, there are loads more buyers somewhere in the middle of the spectrum.

The trouble is that it’s not always easy to identify the right type of buyer when attracting prospects on Adwords, and the result can be that you end up paying for people to click through to your website who are never going to pay the price you want them to.

And if you’re in a pretty competitive industry, you can end up spending a fortune bringing the wrong people to your website, who discover your pricing and decide not to proceed.

It’s not all doom and gloom though, as Adwords have introduced a way to deal with this problem, with their ‘Price Extensions’.

Essentially, these extensions will be shown with your ad, giving the searcher a ballpark figure on the sort of price they can expect to pay if they go with you.

This allows you to qualify and disqualify people, before you’ve spent a penny on them.

Here’s an example of the sort of copy you can put in the price extension:

Example header: Teeth whitening

Example description: 30-minute walk-in appointment

Example price : £299

Units : per hour, per day, per week etc

As you can see, showing this sort of information will dissuade the searchers who are looking for free or low-cost teeth whitening solutions, and by giving a rough idea of what they can expect to pay, you can increase the quality of the prospects who end up on your landing page, saving you money and – hopefully – increasing the conversion on the page.

Give it a go, and let me know how you get on.

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