Google Ads can be highly competitive, so it’s essential to find ways that will lower your Cost Per Click or CPC of the keywords you’re bidding on. Depending on where your business is located, your target market, and your industry, there are a few ways to do this. Here are some tips that you can use to lower your CPC, while still meeting your goals.
1. Lower Your Bids
The easiest way to lower how much you pay for ad clicks is to reduce your bids. When you drop your bid, you’re giving Google a strict limitation of how much to charge for every click your campaigns receive – which makes your CPCs more affordable in the long run.
If you want to take control over how much you pay-per-click your campaigns receive, you’ll need to manage your efforts manually. This may sound like more work than it’s worth, and it usually is. However, it can allow you to focus budget on specific keywords that are of more importance to your business.
2. Change How You Approach Keywords
If you have competition within your industry – especially locally – you’ll have to change how you approach keywords, and how you choose which ones to bid on. Try using long tail variations which your competitors aren’t targeting as aggressively. You’ll still get relevant clicks, and you’ll pay less per click.
Long tail keywords also typically have higher quality scores, which will maintain a good keyword position and allow you to generate a more profitable ROI.
3. Improve Your Quality Score
When you optimise your Quality Score, your campaign’s performance will improve and lower your CPC, because the two are intertwined. Remember, the higher your score, the cheaper clicks become in Google’s auction system; this is how Google ensures that the most relevant ads are being served to the user, so the user experience isn’t diminished by advertising.
Quality Score is a combined sum of the following metrics:
- Relevance of keywords to your ad group
- Click Through Rate (CTR) of ads with new ad copy/ad formats
- Quality and relevance of your landing page
- Relevance of text copy in your ads
- Website user experience (speed / layout / responsiveness)
- Historical account performance
Metrics form a vital piece of the puzzle but are just one piece. When your campaigns become more profitable, and you have more expendable cash to spend on ads, don’t hesitate to bid more aggressively for higher conversion rates.