When someone sees a search ad, they're actively looking for the item of interest and may be ready to buy. My experience with Google is the opposite of this. W

When someone sees a search ad, they're actively looking for the item of interest and may be ready to buy. My experience with Google is the opposite of this. When people are searching google they are looking for information. When people go to Amazon they have their credit card in their hand. Most of my google-ad clicks (85% last check) are clearly not interested in buying what they are looking for. They are only on my page for seconds. If I try to qualify my ads better I lose 'quality score,' which is a measure that is entirely, at least to a first-order approximation, about whether or not people will click the ad. That, if my ad say 'This site is X' I get a good quality score but shitty leads. If I say 'This site is X for $49.99' I get shitty quality score but the people who come to the site (the clicks I have to pay for) are ready to buy. The profitability isn't because their initial hypothesis of Search Marketing (that people are searching what they want to purchase and will therefore purchase) was correct, but because they are far-and-away the search winners and if you want to be found at all you have to play it. At least, in my experience and IMHO.