In our last post, we looked at a PLA to see if the product featured in the ad was aligned to consumer intent. Let’s now take a look at how timing effects the performance. Are the products you’re promoting aligned with a shoppers buying cycle? Here’s a good example of one that’s not. Can you figure out what’s wrong with this PLA?
Solitaire diamond rings are available in all sizes and price points. As you can see in the example above, the rings range from just under $70 to nearly $11,000. While the $70 ring is much more affordable than the others, that doesn’t mean it will get the highest number of clicks. In fact, the low price may cause shoppers to question the quality of the ring, or even worse, the brand.
Retailers should determine the average price at which a customer converts and then create price buckets based on that data. This information should be pulled by category, then segmented by new versus existing customer.
In this situation, the $69.95 and $10,999 rings may not belong. If this is the case, they should be negated for this particular query.
How do you determine the right price point for your product ads?