If you’re running a pay-per-click (PPC) campaign, one of your primary goals is to lower your cost per click (CPC). A lower CPC means more clicks and more traffic to your website for the same amount of money. In this article, we’ll give you eight tips on how to reduce your CPC and improve your PPC campaigns.
1. Use Long-Tail Keywords
Long-tail keywords are specific phrases that are less competitive and have a lower cost per click than general, one-word keywords. For example, “plumbing services” is a long-tail keyword that is less competitive than the keyword “plumber.” By targeting long-tail keywords in your PPC campaigns, you can reduce your CPC while still driving targeted traffic to your website.
2. Target Local Searches
Local searches are another great way to reduce your CPC. When people search for local businesses, they are usually further along in the buying cycle and more likely to convert into customers. For example, someone searching for “plumbers in Los Angeles” is probably ready to hire a plumber and just needs to find the right business. By targeting local searches, you can again reduce your CPC while still driving targeted.
Use Long-Tail Keywords
What are long-tail keywords? They are simply phrases that are more specific and detailed than general, shorter keywords. For example, instead of just using the keyword “shoes”, a long-tail keyword could be “men’s size 10 black leather dress shoes”.
Long-tail keywords tend to be less competitive than shorter keywords, which means they usually have a lower cost-per-click. And since they are more specific, they tend to convert better as well. That means you not only save money on each click, but you also make more money from each click!
So how do you find long-tail keywords? There are a number of tools and methods you can use, but one of the simplest is just to brainstorm potential phrases that your target customers might use when searching for your product or service. Another great method is to use Google’s Keyword Planner tool – simply enter in some seed keywords related to your business and it will spit out a to n of great long-tail keyword ideas for you.
Once you have a list of potential long-tail keywords, try plugging them into Google and see what comes up. If there are a lot of results (more than about 500k), then it’s probably too competitive for you and you should keep looking. But if there aren’t many results (fewer than about 50k), then it might be worth targeting that keyword phrase.
Try New Keyword Variations
Another way to reduce cost per click is to use negative keywords. Negative keywords help you filter out unwanted clicks by telling Google not to show your ad for certain terms. This can be helpful if you’re getting a lot of clicks but not many conversions, as it allows you to focus your ad spend on more relevant searches.
You can also try different match types for your keywords. Broad match is the default match type, which means that your ad will show for any search that includes your keyword, even if the searcher didn’t include the exact keyword phrase in their query. If you want more control over who sees your ads, you can use phrase match or exact match, which will only show your ad when the searcher includes the exact keyword phrase in their search. These match types can help reduce cost per click by making sure that only relevant searches trigger your ads.
Finally, another way to reduce cost per click is through geo-targeting. Geo-targeting allows you to target specific locations with your ads so that people in those areas are more likely to see them. This can be especially effective if you have a brick-and-mortar business and want to drive local traffic.
Use Negative Keywords
Negative keywords are simply those keywords that you do not want your ad to show up for. For example, if you are selling shoes, you might add “free” as a negative keyword so that your ad does not show up when someone searches for “free shoes.”
You can add negative keywords at the campaign or ad group level. At the campaign level, your negatives will apply to all of the ad groups in that campaign. You can also add negatives at the ad group level, which will only affect that particular ad group.
There are a few different ways to find negative keywords:
1. Look at your search terms report: This report shows you the actual terms that people have used to trigger your ads. If you see any terms that are not relevant to what you’re selling, add them as negatives!
2. Use Google’s Keyword Planner: This tool allows you to enter in a seed keyword and then see related keywords and their estimated CPCs. If there are any related keywords that are not relevant to what you’re selling, add them as negatives!
Change Your Bidding Strategy
You can change your CPC bidding strategy in a number of ways, each of which has its own benefits and drawbacks. Here are some common CPC bidding strategies that you may want to consider:
1. Target CPA Bidding
With this strategy, you set a target cost-per-acquisition (CPA) for your ad campaign and then adjust your bids accordingly so that you have a good chance of achieving your CPA goal. The main benefit of this approach is that it can help you control your overall costs while still getting enough clicks to reach your desired level of sales or conversions. However, it can be difficult to accurately predict what CPA you will need to achieve in order to meet your goals, and there is always the risk that you will not get enough clicks if your bid is too low.
2. Maximum CPC Bidding
With maximum CPC bidding, also known as “bid to position,” you set the highest amount that you are willing to pay for each click on your ad. The benefit of this approach is that it ensures that your ad will always appear in a high position on the search engine results page (SERP), which can lead to more clicks and conversions. However, there is always the risk that you could end up paying more per click than necessary if competition for the keywords you are targeting is low. In addition, if competition for those keywords suddenly increases, you may find yourself priced out of the market unless you are able to quickly adjust your bids upward.
6.Lower Your Keyword Bids
One of the simplest and most effective ways to reduce your cost per click is by lowering your keyword bids. If you are paying too much per click, it will take longer for you to make a profit, or you may never make a profit. In order to find out how much you should be bidding on each keyword, you can use a tool such as the Keyword Planner in Google AdWords. This tool will show you how much other advertisers are bidding on similar keywords. You can then adjust your bids accordingly.
7. Target Long-Tail Keywords.: Another way to reduce your cost per click is by targeting long-tail keywords-keywords that are more specific and less competitive than short-tail keywords. Long-tail keywords usually have lower search volume than short-tail keywords, but they can be just as effective in generating clicks and conversions.
8. Use Negative Keywords.: Negative keywords allow you to exclude certain words or phrases from your campaigns so that your ads don’t show up when people search for those terms. This can help reduce wasted spend on clicks that are unlikely to convert into customers or leads. You can add negative keywords at the campaign or ad group level in Google AdWords..”
Focus on Quality Score
There are a number of factors that go into quality score, but two of the most important are click-through rate (CTR) and relevance. CTR measures how often users click on your ad when they see it, while relevance measures how well your ad matches the keywords you’re targeting.
Improving CTR is often a matter of testing different ad copy and experimenting with different keywords. You can also use negative keywords to make sure your ad isn’t shown for irrelevant searches. As for relevance, make sure you’re using relevant keywords in both your ads and your landing pages. The more relevant everything is, the higher your quality score will be.
Of course, quality score isn’t the only factor that determines CPC. But if you can improve yours, you’ll likely see a reduction in CPC as well.”
Make Your Ads More Relevant
One of the best ways to make your ads more relevant is to target them specifically to the keywords that people are searching for. If you are selling products or services related to a particular keyword, then targeting your ad towards that keyword will ensure that it is seen by people who are actually interested in what you have to offer. You can use a variety of tools, such as Google AdWords Keyword Planner and Bing Ads Intelligence, to research which keywords are most popular among your target audience.
Another way to make your ads more relevant is by making sure that they are targeted towards the right location. If you know that most of your customers live in a particular city or region, then targeting your ad towards that area will ensure that it is seen by people who are actually likely to be interested in what you have.