The Best Incredible Ways To Lower CPC Costs

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Cost per click is a pay-per-click bidding model where you pay every time someone clicks on your ad. Your cost per click is how much you pay when someone clicks on your ad, and it gets calculated every time the PPC auction runs.

Here are the best incredible (and simple) ways to lower CPC costs in both Bing Ads and Google Ads management.

1) Relevancy

You must be tired of hearing this one right? Well, you shouldn’t be. The best PPC agency campaigns in the world are the ones that are extremely granular. Meaning, they have only one keyword per ad group (yes, one. But you’re allowed to have different match types), with extremely relevant ads to that keyword. They then have specific landing pages for that keyword and those ads. So the messaging in the ad is consistent with the messaging on the landing page.

It sure is, amazing blog post reader, but my advice for you is to start small and see the results for yourself. Take your most popular keyword and follow that recipe. And if it works, then go ahead and duplicate for other keywords.

BONUS TIP: Make sure the text on your landing page is “highlightable”, so Google’s crawlers/spiders can crawl the text and see the relevancy between your keywords, ads, and landing page.

2) Quality Score

If you’ve followed and implemented #1, then you’ll be happy to know that a higher quality score is a (fortunate) side effect of relevancy.

When you start creating highly targeted ads for your one keyword, then click through rate (CTR) will ultimately go up, and when CTR goes up, quality scores go up, and when quality scores go up, ad rank goes up, and a lower CPC can become a reality.

3) Click Through Rate

One of the things that I love about pay-per-click marketing is the speed. We get to see the results of our efforts very quickly, and we can then determine which direction to take.

It’s therefore vital that you frequently create new ads to compete against your winning ads. What do I mean by that? Don’t settle for a CTR of 6% with one winning ad, try to improve it.

Heck, even if your quality score is 10/10, there are still better words to use, better call to actions to implement, and more beneficial benefits to a visitor.

4) Lower Your Bids

So you’re seeing that your quality scores are going up and your ad ranks are going up as well. But sometimes Google decides to make you pay the same CPC as you did before.

Why is that? Well, let’s just say that I don’t completely trust the automated system that is supposed to only charge you 1 cent more than the ad below (granted all metrics are the same between you two).

So when you have successfully completed steps 1-3, you can then start lowering your CPC bids in small decrements. And when you do so, keep an eye on your average position and make sure that doesn’t suffer. You’ll be surprised at how far down your CPCs can go while keeping everything else the same.

Now you should be able to keep your high ad rank and a lower CPC for those keywords! Hooray!

BONUS TIP: One thing you don’t want to sacrifice with lower CPCs is volume. Why save 30% on CPCs when your volume drops 50%?

Also, if you’re able to lower CPCs, then make sure you return on investment isn’t suffering either.Test them all!

5) Negative Keywords

One thing people often neglect is their search query report. When you take a look at this report, you’re able to see all the keywords that your ads are showing for.

And I have been told by several Google reps that the continuous addition of negative keywords allows the system to improve itself and also improve the overall health of your account. It also narrows in on the relevancy of your campaigns and ad groups, taking you back to tip number 1.

6) Location, Device, And Ad Schedule

Any experienced marketer will know that there’s more to bidding than just keywords.

You can consider other areas for bid adjustments that can help lower your CPCs.

  • Location – Which areas in my location targeting bring about the most conversions with a relatively good CPA? Which locations bring about bad performance?
  • Device – Which device, computer, tablet, or mobile, bring about good and bad results?
  • Ad Schedule – Which time of day converts higher?

In asking these questions you’ll find that there are areas of low performance and high performance where CPC’s can be decreased and increased. In increasing the bids during instances of high performance, your ad can become more visible – thus hopefully increasing conversion rates.

7) Refine your audience

Your audience is a big factor that influences your CPC for both PPC and social media ads. After all, you’re trying to target people who are interested in your products or services and get them to click on your ad. If you want to lower your CPC, refine your audience.

First and foremost, decide who you want to target with your ads. If you aren’t sure who to target, think about who is most likely to buy your products. What does your ideal customer look like?

Think about things like age, gender, occupation, marital status, buying habits, and hobbies. These all impact your audience’s decision to buy. Single females that are 25-35 years old that enjoy kayaking are going to have different desires than married men that are 50-65 years old and enjoy golfing.

By refining your audience, you get specific with who you are trying to reach. You don’t need to narrow your audience down to one specific group and only target that group. Your business can have multiple types of customers that are grouped together.

Take baby products for instance. You may have a group of parents that you market to, but they aren’t the only people who buy baby products. This is where you’d have a separate group of aunts and uncles or grandparents that also buy baby products.

By refining your audience, you’ll target leads with more relevant content. It’ll help increase engagement with your ads, which will lower CPC.

8) Create relevant ads

It may seem obvious, but creating relevant ads is one of the most important things you can do to improve your CPC. Ad relevancy influences both PPC and social media ads.

With PPC, ad relevancy falls under Quality Score. It’s one of the contributing factors to impacting the Quality Score of your ad. Google looks at your keyword selection and your ad to see that your ad fits that keywords.

When you have a high Quality Score, you get a higher ad placement and reach more valuable leads. It also allows you to set a lower CPC because your ad is extremely relevant. This is how you can lower your CPC with PPC advertising.

As for social media ads, ad relevancy is a direct influencing factor of your CPC. Social media sites want to deliver the most relevant advertisements to the right audience. The more relevant your ad is to your audience, the lower the cost.

Creating relevant ad content will help you keep your CPC low. It will also help you drive better results for your campaign because you’ll be reaching your target audience with content that interests them.

9) Use a detailed call to action (CTA)

CTA of cpc

Your call to action (CTA) is one of the most important parts of your ad. It tells your audience how to proceed next.

CTAs are important for guiding your audience in the right direction. Many leads will like what they see in your ad and want to take the next step. Without a CTA, your audience won’t know how to take the next step.

With PPC ads, you’ll want to integrate an engaging CTA on your landing page. This will help you capture more valuable leads for your business.

It’s important that you make your CTA detailed. Don’t just say “click here” and expect your audience to be excited about it. “Click here” doesn’t tell them anything about what will happen if they click the button, nor does it entice them to want to click.

A CTA like “Download your free gift voucher” tells your audience exactly what happens if they click on the button. Someone who wants to get a free gift from your company is enticed to click on that button and get their voucher.

With social media campaigns, you’ll want to include a CTA, too. Many social media platforms will offer a selection of CTAs for your campaign. You’ll want to choose a CTA that is most relevant to your campaign.

For example, if you’re trying to get people to sign up for your email list, a CTA like “click here” or “join us” doesn’t fit your campaign. Instead, you’d want to use a CTA that includes the phrase “Sign up today” or “Join our mailing list” because these are relevant to the action you want your audience to take.

By choosing the right CTA, you’ll encourage engagement with your ad. You’ll get more people in your audience to act. Not only will it help you garner more leads and conversions, but it will also lower your CPC because of the high engagement level.

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