Low CTR - product price in ad?

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Victorious

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Feb 5, 2009
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Hey all,

Right now I'm running a ringtone campaign through AdWords, for a $9.99/month ringtone subscription. Current CTR is about 0.01% (about 90K impressions, 9 clicks -- really too early to jump to any conclusions i suppose, but i'm just curious).

In all my ad variations, I'm mentioning the subscription price of $9.99/month. While this probably scares off a lot of people, I figured it would make for more targeted traffic.

What's your take on this? Leave out the price in the ad or include it? On the merchant's landing page it is mentioned in the small print, but still...

Thanks in advance for any insights!
 


To Price or Not to Price ??

Victorious said:
Hey all,

Right now I'm running a ringtone campaign through AdWords, for a $9.99/month ringtone subscription. Current CTR is about 0.01% (about 90K impressions, 9 clicks -- really too early to jump to any conclusions i suppose, but i'm just curious).

In all my ad variations, I'm mentioning the subscription price of $9.99/month. While this probably scares off a lot of people, I figured it would make for more targeted traffic.

What's your take on this? Leave out the price in the ad or include it? On the merchant's landing page it is mentioned in the small print, but still...

Thanks in advance for any insights!
Click to expand...


Got to say I did a test on an IQ offer where I put in the $9.99 subscription on the ad and then ran a split test ad without the price. Both conversion and CTR were far higher without the price.

So on subscription offer - leave out price.

But if it is a free trial offer it can pay to put the cost of shipping in your ad - "only pay shipping $3.95" - at least when people click they know what they have to do.

It can also help if it is a pay per sale offer to avoid tyre kickers - "Only $15.95 With Free Shipping" etc.

Just my view on mentioning price in ads.

Rich

Rich
 
On a related note, at the ecommerce company I used to work for, when we put the full price (including shipping) on the first page of our cart, more people left. When we put it toward the end, fewer people left and more ordered. My thought is that once people begin the order process they are more committed and somehow more psychologically prepared to accept the full price.
 
The whole point of generating leads through ringtones is through targeting the offers to unsuspecting individuals who don't know about the subscription service. Barely anybody purchases subscriptions to these (expensive) ringtone offers intentionally.

So ringtones are probably the worst niche you could possibly put a subscription price in your ad for. As people will be searching for specific ringtones and won't see the benefit of paying $9.90 for multiple ringtones per month when they really only want one. Customer's want value, and a clear benefit, neither of which are satisfied through a subscription service.
 
Agreed - The subscription price would scare people off b/c who in their right mind would pay 1o bucks for a ringtone subscription...

For physical products in a market where there is a lot of competion (particularly around pricing) I've found that it raises conversion when I add the price, but then lowers CTR. So... I've chosen to keep the price out and build up the email list where I can then work on conversion. Still testing it though. =) and learnign while i go along
 
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