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Wondering how you can lower your CPC in your Adwords campaign? By lowering your CPC there are all types of benefits, but the most common search is for ways to lower your CPA (Cost Per Acquisition). By following a few simple rules you can lower your CPC and get that lower CPA along the way. Here they are:
1. Importance of Relevancy: Relevancy is something I preach all day every day. It’s the key to everything. All that you see in the following steps are built upon the relevancy of your campaign’s. Your campaign’s need to be relevant to your Ad Groups… your Ad Groups relevant to their keywords… your keywords relevant to your ad variations… and your ad variations relevant to your landing pages. If that means that you only have one keyword per Ad Group then so be it, but remember that relevancy is the key to all.
2. Quality Score: Fortunately a great side effect from relevancy is good Quality Scores, but if you find that you have some lower Quality Scores you’ll want to take a look at your ad variations and landing pages again. Find a way to make them more relevant and you’ll soon see those Quality Scores rise.
3. Improve Your CTR: CTR (Click Through Rate) is part of the algorithm that Google uses to determine your Ad Rank. The main way to improve this is through your Ad Variations because this is what searchers will use to determine if they want to visit your website or not. Use good Call to Actions, Utilize your SiteLinks and Call Out Extensions. Basically anything that you can use to draw attention to your ad and then make the searcher want to click. Here is an excerpt from Google Help on Ad Rank: “…When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.”
4. Lower Your CPC: With Relevance, good Quality Scores and a nice CTR… now we can lower our CPC by small amounts. Take it slow here as you won’t want to push yourself out of a high ad rank as your CPC is one of the main factors that Google uses to determine your positioning. Test this day by day to see how a lower CPC effect your Ad Rank.
These are some simple rules to live by, and if you can make it happen you’ll soon find out that that lower CPA is well within reach.
Written by: Ed Cehi – PPC