All clicks are not created equal. As Jennifer Slegg notes, "if the people who click your ads are looky-loos without any intention of buying what your ad is advertising--at least not at the stage of
the buying cycle they are in--then those clicks you have paid for don't convert at all." So to weed out those non-buying clickers from your more costly PPC campaigns, Slegg recommends including
product prices in the ad.
Be specific with these kinds of ads--meaning, include a full product name or brand with model number--and don't forget to mention things like free
shipping. Also take some time to do some competitive research, as you don't want to run headlong into a price war with a behemoth like Amazon, or undercut yourself arbitrarily. Slegg also recommends
using geolocation when you do your research, as different prices may show up for searchers from different locations.
Beware that this particular tactic doesn't work for all
products, as some items are typically sold by average market price, and other purchases attract consumers that aren't driven by the "lowest price" mentality. Also note that because these ads will
likely receive fewer clicks overall, you may see your AdWords Quality Score drop (or see your bid price rise)--and you'll need to factor that into your budget.
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