If you are bidding on price-based keywords such as "free," you should personalize the landing page experience to speak to your costs and make an ROI case if possible. With this personalization in place, you will immediately reassure these searchers that you are cost-effective and convert them at a higher rate (ultimately lowering your CAC).
Mutiny can access your ad groups or the search terms you bid on. Most people prefer to do this through UTM parameters such as Campaign, Medium, Term, and Content.
The more you can match your headline to their search term, the more likely you are to catch their attention and prevent a bounce. If you have a free trial or freemium option, or if your prices are lower than your competitors, highlight this in your headline. Otherwise, try something like "Starting at $35/month."
Use the page content to build trust. Explain why your prices are lower. Assure them that they won’t be compromising quality for price.
Make sure your CTA is action oriented and reassures your competitive pricing such as "start for free" or "start free trial."
ZenBusiness is a platform for business owners to create, run, and grow their business. Because their customers are trying to get their business off the ground, people looking to form an LLC are often trying to find the cheapest option that fulfills the legal requirements.
ZenBusiness uses Mutiny to change the page content to highlight their low prices and the ability to start for free. They include a pricing grid for their additional services to showcase that their prices are the lowest of everyone in the industry.
Below is a live example of how ZenBusiness personalizes their paid landing page for price sensitive search terms.