I’m setting up a Google Adwords campaign for a business I’m helping a friend with.
The business is selling a color-sensitive item with prices ranging into the hundreds of dollars.
I’m considering whether or not to enable our ads for mobile devices.
I’m thinking impulse buyers will, in fact, spend a few hundred dollars on the product.
My friend thinks that buyers will avoid buying items at this price point unless they’re in front of an actual laptop or desktop computer.
Thoughts?
I tend not to impulse buy at all (or at least I do lots of research and mull it over for weeks before impulse buying.) However I have no problem spending lots of money from a mobile device. As long as the website works properly I make no distinction.
I don’t, but not because of the price, at least not directly. Ordering something online with a credit card is a fair amount of typing, and predictive text doesn’t help. So, I don’t think I’ve ever bought something from my phone that didn’t get paid for through the online store or something similar where the payment info was already saved.
[ETA: Ignoring the fact that I’m a poor college student and can’t actually impulse buy a hundred dollar item.]
No, for a couple of reasons. First, as noted above, the phone interface sucks for entering data. Second, for bigger online purchases I like to print out confirmations (or save them to files) to my desktop or laptop. That may entail using several programs at once (browser, word processor, e-mail) and multitasking is much easier on a real computer.
edited to add: I’d feel more comfortable ordering from a mobile device using vendors that I have used before with no problems, such as Amazon. I wouldn’t do it from a vendor I didn’t use before or expect to only order from once.
This is my reaction. I travel for work to the same location every week, so it is very easy for me to use the phone app to book the flights and hotel. But for one-off purchases with an unfamiliar vendor - I would use the PC/Laptop. Also, there is a huge difference between using an App and using mobile version website.
Nope. My phone purchases are almost entirely cheap impulse buys (<$10 apps or ebooks). I think I may have bought something more expensive once or twice, but that was when I was waiting for a sale on an item that I wanted and had done lots of previous research. Generally though, I like to spend a lot of time thinking over and researching any kind of purchase that involves substantial money. And I can’t recall a time where I actually followed an ad to purchase anything.
I generally keep my phone purchases below $100. If something cost more than that I want to be able to view the item on a larger screen so that I can see details and judge the color better. I do tend to pay my bills by phone, often over a $1000; so it’s not that I’m scared to do large transactions by phone.
I tend not to, but we did buy some ridiculously overpriced football tickets on the spur of the moment a few months ago, and we did that on a mobile device.
From somewhere that I shop a lot like Amazon, I would but don’t often. From somewhere I have never shopped before, probably not because typing in all my information and seeing the form properly on mobile is tedious.
I don’t have and have never used a mobile device, but I don’t see why I wouldn’t make the purchase. A lot of people seem to be mentioning a difficulty in typing information; That might limit me as well, but I don’t have anything to base how hard it is to do so. If it is more difficult than text messaging on a flip phone, then I probably wouldn’t bother. Anything less difficult than said text messaging wouldn’t be an issue for me.
Several hundred dollars is not an impulse purchase and there’s no way in hell I’d fork over that kind of money based upon an ad click through if you’re a company I’d previously not known existed. At best, if you seemed legit and your product caught my eye, I’d remember you next time I was at a PC and could do a bit more research on your product and your company. But by then, I’m making my purchase on my computer, not my phone.
Right. I’m thinking a lot of people will browse on their while they’re stuck waiting for something to start when they’re out and about, but bookmark or remember us.
I know I research $100+ buys to death, and might very well do that and then come back later to buy.
Wasn’t willing to assume I’m normal, though…
No, but I’m not anywhere near your market demographic. I wouldn’t buy something that costs that much from an ad, period. If I’m in the market for your product, I would have found your website via Google.
I think the question you should ask yourself is not whether very many people will purchase over mobile, but whether the cost of enabling the ads on mobile would be easily overcome by even a small increase in buyers.
Okay, and that’s valid.
We’re working on building the rank of the page by building steam on social media sites and partnering with sites popular with our demo.
Our organic search (finding it via Google, as you reference) is worse than #50 for our best-selling product, when searched by brand + mode.
Organic search for our best-selling brand is also worse than #50.
Effectively no one will find us that way, BUT… organic search for our best-selling product does turn up a video that we did reviewing that product. That review is the #2 organic result. The video has a link in the description for the store, but nothing tacky that would obstruct the video itself.
The product videos seem to be the best push the store is getting.
And that’s a valid question. We’ve got product with a $20 margin and other product with a $500 margin.
If I spend $100 on ads to make $500 on the sale, that’s fine.
In the past, we spent $50 on ads targeted at the brand name for our best-selling line. We got 28 clicks, no sales.
Not sure if I should toss more money at that or not…