6 ways to lower your CPC in Google Ads

Cost per Click is the amount an advertiser pays when a user clicks on an ad. Business owners keep looking to maximize their Return on Investment by reducing expenses on CPC.

Advertisers can extend their budgets and improve online advertising campaigns by controlling cost per click.

In this article, we will look at the six most efficient ways to lower CPC in Google ads and will also try to understand the importance of cost-effective ad campaigns.

Keyword Research

From the point of view of a PPC management company in Kolkata, Keyword Research plays an essential role in helping a website gain visibility and higher ranking on the search results pages. The process of keyword research includes identifying relevant keywords with a fair amount of search volume, finding longtail keywords, and competitor analysis. The new-found keywords can be placed in the heading, meta-data and content of the website to increase organic traffic and have enhanced visibility.

As a PPC management service in Kolkata, we suggest the below important components of Keyword Research:

• Keyword selection should be made on the basis of the content, product or services offered by the website and should support the search intent of the audience. Do not select too competitive keywords try to maintain a balance between keyword difficulty and search volume. Utilize keyword research tools like Ahrefs, SEMrush or Google keyword planner to find out trending keywords.
• Long tail keywords are exact phrases of what users search on search engines, these keywords are less competitive but very much relevant to a particular niche. Placing long-tail keywords in web content can engage more users and get more conversions.
• By analyzing competitors’ keywords advertisers can get a vision of the competitive topography and search for new keywords. There are numerous SEO tools like SpyFu, SEMrush and Uber Suggest to help advertisers find out the keywords for which their competitors are ranking.
• Strategising keyword match types, The different keyword match types are broad match, phrase match, exact match etc.

Ad Campaign Optimization

Targeting the same ads on users for a longer period of time can start to give diminishing results, Usually, the audience starts to ignore or get irritated with the same ad copy. Therefore to target maximum results and increase your ROI optimizing your ad campaign is very important.

Let’s see the best methods to optimize your Ad Campaign:

• Create an engaging Ad Copy

A smartly crafted ad copy is the first thing your audience will notice, It should be attractive enough to pull the audience and make them click on your ad. The easiest way to design a compelling ad copy is to include information which clears the doubt and pain points of your audience. Use crisp and direct messages to highlight the USP of your product or service and include relevant keywords to expand the reach of your ad campaign.

• A/B Testing for Ad Campaigns

Create different variations of your Ads using distinct ad copy, images, CTAs and videos and analyze the performance of each of the variations through analytics. Take data-driven decisions to make your ads perform better.

• Including Ad Extensions

Ad extensions can help the audience to know more about your product and service, For example, call details extensions, Website link extensions, Review extensions and location extensions.

Ad extensions provide an extra opportunity for the users to engage with your ad campaigns and increase the chances of generating leads.

• Landing Pages

Your landing page should be user-friendly, attractive & appealing, and should be optimized with the keywords common to your ad campaign. Additionally, Quickly loading and mobile responsive landing pages offer a great experience to your audience.

• Scheduling Ads and Location-based tracking

Scheduled and location-based ads appear on customers’ device screens in the required location and at the right time. Utilize analytics to find out when your audience is most active and schedule your ads accordingly. Location-based and scheduled ads are the most productive source of lead generation as you can control your expenses by focusing on a particular area at a particular time.

Quality Score Improvement

Focus on improving your ad quality, Make it more direct and relevant for the audience. This helps in increasing your quality score and reducing your cost per click. An ad with an improved quality score can get better placement on the search result page which follows more impressions, increased user engagement, more clicks on the ad and a higher click-through rate.

Here are some essential factors to improve your Quality Score:

• An advertiser need to focus on three important components to improve quality score i.e., Relevancy of the Ad, Click Through Rate (CTR) and exceptional landing page experience. Firstly try to understand the search intent of the user and then design your ad to get more customer engagement, CTR will provide details of the users who have clicked your ad, and the quality of your landing page will make your customer push for purchasing your product or service, Or make them subscribe your newsletter.
• Landing pages play a very critical part in improving your ad quality score. Keywords should be placed strategically on the landing page and should go along with your ad theme should load quickly, need to be mobile-friendly and should have a direct call to action feature. Additionally, Customer testimonials and easy navigation can also add to an improved customer experience.
•  Regular monitoring and analysis are required to keep improving your quality score. Keep an eye on the performance of your landing pages, keywords and ad copy. Remove low-performing keywords and ad copy or make relevant changes inspired by ongoing trends.

Bid Strategy Optimization

Being Number One on the search engine result pages is an obsession for digital marketers, Yes don’t you want to always rank higher with your PPC campaigns? We all want to be there on the top. But digital marketing is all about following a compact strategy, PPC ad campaigns involve the flow of expenses and it is necessary to control that flow by lowering CPC.

A lower CPC allows advertisers to control their budgets and play for a longer time. Moreover, if you belong to the e-commerce domain then lowering your ranking may help you as being on the top gets you more clicks but not conversions.

Here is how you can optimize your bidding strategy:

• Choosing a bid level on the basis of your budget, business goal, business niche, historical analysis and market competition provide more clarity to your PPC ad campaign. If you bid too high it will become very difficult to manage your campaign in the long run whereas if your bid is too low then you will not get the required exposure and engagement from the customers.
• Take the help of an automated bidding strategy to optimize your bidding. For example, use platforms provided by Google ads such as targeted cost per acquisition or Fixed Return on Ad spend. These tools use machine-learning techniques to make real-time adjustments in bids on the basis of changing trends, behaviour, location and market competition.
• Bid management on the basis of time, location, and device can further help advertisers to control their marketing budget. Depending on the data analysis higher bids can be kept on the devices which show more conversions. Similarly, bids can be optimized according to time and location as per the volume of customer engagement.

Avoid Unnecessary Traffic

Placing PPC ads on search result pages with improper keywords can invite a lot of unwanted traffic. Unnecessary or Invalid Traffic affects your PPC ad campaigns in various ways. Here are some of them:

• Your website’s bounce rate increases, When a user accidentally clicks on your ad or due to a broad match keyword you are getting irrelevant clicks. This affects the quality score of your PPC ads.
• Unnecessary clicks increase your expenses and budget management becomes a very difficult task. 
• A lot of PPC ad campaigns fail due to unwanted clicks and the only reason behind that is not understanding the search intent and not publishing a crisp and precise ad copy.

Negative Keyword Management

By adding negative keywords to your PPC campaign you can protect your budget from getting wasted through irrelevant clicks. Here are the steps to follow to manage negative keywords:

• Detect and remove low-performing and irrelevant keywords from your campaign. These keywords don’t go along with your ad campaign and certainly will not drive useful traffic to your website. For example, if you are going to run a campaign for “luxury cars” then keywords like “affordable cars”, “cheap cars” or “common man cars” are not relevant to your campaign.
• Identify all the negative keywords in relation to your ad campaign and add them to the list. For example “affordable cars” or “cheap cars” will fetch you unwanted clicks and traffic which will increase your budget unnecessarily.
• Regularly analyze the search term report to find out the actual terms or phrases which triggered your ad. For example, your ad may have shown up for “car repair” or “luxury car accessories” which are not at all relevant to your campaign. Therefore you can put all these keywords in the negative list.

Conclusion

The above-mentioned strategies namely keyword research, Ad Campaign Optimization, Quality Score Improvement, Bid Strategy Optimization, Avoid Unnecessary Traffic, and Negative Keyword Management can help advertisers to lower their CPC expenses and manage their budget constraints. 

Monitor and Optimize your PPC ad campaign regularly, As a PPC management company in Kolkata we suggest you, go as much deep as you can to ascertain what the users are looking for. Try to extract the search intent and model your “landing pages” and “ad copy” on the basis of that search intent. The more you get closer to understanding your customers’ needs and wants the more leads you can generate which can result in guaranteed conversions.

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