Through the magic of dynamic keyword insertion in title, GM's AdWords ad serves up the headline "2009 Chevy Cobalt" when you type "2009 Chevy Cobalt SS". When you click, you're taken to the page for the 2008 Chevy Cobalt, of course, since they're still trying to clear those out. Time to back button: less than a second. Labels: conversion rates
General Motors can sort of afford the lost click (for about $2-3) misleadingly applied to their own brand term, but for advertisers who can't afford this type of waste, the reasons for poor conversion and high bounce rates are often just as simple as that.
Posted by Andrew Goodman
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