Ways to reduce your CPC on Google Ads
Everything comes with a price. When someone clicks on your ad on Google, it brings you excitement. But this click doesn’t come free of cost. Google charges a price for every click on your ad and this price is known as Cost per Click (CPC).
CPC, being the foundational metric of the AdWords Campaigns, determines the cost of each click per ad. Unless you have a good understanding of the AdWords bidding strategy, it would be challenging to optimize your CPC strategy. For every campaign, CPC varies based on factors, such as keywords, ads, and others.
As we discussed, CPC is the cost you incur every time your ad gets a click. This means the cost needs to be reduced. Do you need help with optimizing your CPC campaigns? Seattle New Media is a PPC management services provider with expertise in optimizing CPC campaigns.
In this article, we will share some interesting tips on how to lower CPC on Google Ads.
1. How relevant are your ads to your campaign?
Determine if your ads are relevant to your campaign. Experts always recommend keeping PPC agency campaigns as granular as possible – such that only one keyword applies to one ad group and each ad is relevant to that one keyword. Next, ensure that for each ad’s relevant keyword, there are specific landing pages. This mapping intends to make the messaging in the ad consistent with the messaging on the landing page.
Highlight the text on your landing page to make it easier for Google’s crawlers to notice the relevancy between your keywords, ads, and landing page.
In the beginning, the whole process might seem to be a bit daunting. But trust us, the results would be lasting.
2. Have you tried lowering your bids?
One of the fundamental ways to lower your CPC is by lowering your bids. When you lower your bids, Google has a lower Max CPC based on which every click for your campaign will be charged. For instance, a campaign that is in a position better than three, but has budget constraints, could benefit from lower bids, which, in turn, leads to a lower average CPC.
Lower bids would result in your campaign being dropped out of the current position. But it would help you to afford more clicks within the same budget. You can keep showing the ad for a longer time, increasing your exposure on Google. Combining this approach with hybrid bidding and Google’s Machine learning tactics, marketers have been successfully running their campaigns and saving a lot of time.
3. Score matters
Once you have optimized relevant ads for your campaign as mentioned in #1, then a quality score will follow. Creating highly targeted ads focusing on one keyword will shoot up your click through rate (CTR), thereby, increasing your quality scores. With higher quality scores, your ads will rank higher.
4. How long does it take for the results?
Unlike other modes of advertising, one of the best things about pay-per-click advertising is its speed. Once you invest in PPC, you’ll be amazed at how quickly the results follow, thereby making it easier to decide the next steps.
According to experts, it is important to constantly create new ads to stand against your winning ads. You can always work on enhancing your call to action, messaging in your ads, and others to improve the overall quality of your campaign to make it beneficial for visitors.
5. How often do you check your search query reports?
Many a time, people tend to forget their search query reports. These reports contain the list of keywords that your ads are showing for. Experts believe that constantly adding negative keywords boosts the system, enhancing the overall health of your account. The best thing about the continuous addition of negative keywords is that you no longer need to pay for the keywords that you don’t want.
6. Adjust bids based on location, device, and time
As you know, bidding is not just keywords. There are other sections for bid adjustments that you can focus on lowering your CPCs.
Maximize the ads going to the landing pages, adjust bids based on location, device, and time.
Asking some of the below questions will help you further:
- What time of the day or which day brings in the best of sales?
- What time of the day yields the most conversions?
- Which is the user’s favorite device?
- Which country of geographical location drives quality traffic?
When you ask these questions, you will be able to identify the low- and high-performing areas, where CPCs can be increased or lowered as needed. Increasing the bids during instances of high performance will make your ads more visible, thereby increasing conversion rates.
It is important that you profit from your CPC campaigns, helping you meet your marketing objectives. Test each of the above strategies and see what works for you. What works for one ad might not work for another ad. Digital marketing is constantly changing and it is important that you keep reinventing your strategies for the better.
Seattle New Media is a digital marketing agency offering all kinds of digital marketing services at affordable prices. If you’d like to find out what PPC strategy would work for your business, reach out to us.