Running a Google AdWords campaign? 5 tips to reduce your cost-per-click without compromising your AdRank, reach, conversions, and performance.
Google AdWords (part of the newly renamed Google Ad Manager) is still the simplest and most powerful tool in the PPC advertising industry. Powerful algorithms automate most tasks, while other tasks are easily implemented through an intuitive interface. But this is not to say that the system is foolproof.
The problem is that although the impressions that can be purchased are almost limitless, your media budget is definitely not. In addition, the price you ultimately pay for each click/conversion depends on the competitive bid for the same impression. If you don’t pay attention, these costs will inevitably rise without intervention.
The goal remains: Maximize reach/conversions/clicks while minimizing each cost Thankfully, AdWords can manually adjust to optimize campaign ROI regardless of your industry/niche/product/location /and many more. In this article, we’ll cover some tips that can be applied to lower your Google AdWords CPC.
Use the long tail keyword
Remember the elusive keyword planning tool? If you have tried to find relevant keywords for your business, you may have heard of this. It is now almost exclusively available through your Google Adwords. Reduced competition = reduced costs
Use this tool to find as many relevant keyword variations as possible, especially long tail types. There are two reasons for this. First, the more specific the search query, the higher the user’s search, so the higher the purchase intention. Therefore, clicks are more likely to result in sales/conversions. Second, long tail keywords can reduce unnecessary spending on a more competitive impression (and will cost more). If your industry is highly competitive, the cost may increase to astronomical figures.
The long tail keyword will show a significant reduction in search volume, but don’t let it derail. Look at the bright side – they will have a lower average. Cost-per-click (because of less competition) and a high degree of relevance to your website or business (and therefore more likely to convert). They also have a higher Quality Score, which helps improve your Ad Rank (because of position = maximum CPC Bid x Quality Score).
Remember to find and use long tail keywords that balance the low competition, decent quality scores, and medium to high monthly averages. Search volume maximizes campaign performance and lowers total CPC.
Test the match type for your niche
Now that you know which keywords to target, you can adjust your costs by changing the match between your ads and these search queries.
This is called the match type, and depending on the niche, for the same keyword, the CPC change may be negligible between different match types for the same keyword. You can pause your campaign, change your match type, and review your bid estimates to get a rough estimate of the difference between match types in the industry/niche market (without affecting the cost of your campaign). You will know the cost of running before.
It’s a good idea to experiment with this and find out the real-time differences in the cost and conversion of the niche between each match type (because the estimate does not affect seasonal bidding variables). This is done by creating different ad groups, targeting the same keywords, and setting different match types for each ad group.
In general, exact matches or phrase matches tend to be more expensive than broad match modifier (BMM) types. However, targeting long tail keywords in a less competitive niche market may actually make the cost of these match types similar. Therefore, it’s a good idea to test and implement match types to get the most clicks at the lowest cost.
Inexperienced marketers eventually use BMM to lower their cost-per-click and enter the default route. While this saves time in most cases, it should also come with a very broad list of negative keywords to ensure that you don’t pay a higher fee for all irrelevant traffic and search queries. The “broad” in the broad match modifier is very literal, you guys.
Make ads relevant
If you are familiar with the basic principles of SEO, then you can effortlessly believe that relevance is the key to success in Google’s maze system. Whether you’re setting up a blog or optimizing your campaign, relevance needs to be in the first place.
Google AdWords uses relevance to assign a Quality Score to your ads. As mentioned earlier, Ad Rank = highest. CPC bid x quality score. Therefore, optimizing ads for greater relevance than competitors ensures that ads continue to rank well in low or less aggressive positions.
First, check out your keywords. Go to the Keywords tab and hover over the keyword to show the relevance level. Anything that needs to work will show “below the average” in ad relevance.
How do you optimize these ads? Think of it as an SEO copy 101. Try to include ad group keywords in the title and description. Remember to make it look organic (figurative).
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It goes without saying that you should add the same keyword to the copy of the landing page assigned to that particular ad group. This made me think of the next point.
Make Use Of Quality Landing Pages
Landing pages are an important quality score factor for advertising. Quality Score determines the Ad Rank. Did you see similarities between optimizing your AdWords campaigns and optimizing content for better visibility in SERP?
To further improve your Quality Score (so you can continue to outperform your competitors while lowering your CPC bids), stay very focused on the copy and experience of your landing page.
As I mentioned before, including the keywords in the ad group in the copy of the landing page will definitely enhance the relevance of the page (and the ad itself). But it doesn’t stop at copying. Google expects a world-class landing page experience.
I won’t go into detail because the basics of page speed optimization and high-quality user experience are completely covered. A very clever trick is to provide a progressive web application (PWA) route to your landing page, as it will check almost all Google tags for a great web experience on all devices.
About ad groups
This is a good organizational skill associated with improving ad relevance (and lowering CPCs without significantly affecting rankings).
Depending on the structure of your site’s structure (and your business scope, frankly), it’s best to build ad groups and keywords around different products/services/promotional offers that you want to serve online, and use your own separate sign-in page.
This may be a bit daunting to do (especially for e-commerce sites with countless products), but in the long run, it offers a huge quality score to boost every running adjust because it becomes Google More relevant as well as in the customer/customer.