When you start running Google Ads campaigns, one of the main metrics you want to improve is Cost-Per-Click (CPC). If you can drive more targeted clicks for a lower cost, it will help you drive more conversions for your business.
We cover some simple strategies below to lower Google AdWords CPC. You can start by watching our video either below or on YouTube, which covers the same topic in video form. One thing to keep in mind is that you need to continue to improve your campaigns to reduce Google Ads CPC.
Lower Google Ads CPC
6 Ways To Improve Google AdWords CPC
The ultimate goal of Google Ads is to drive the most conversion value at the lowest cost. We give you some details and tips to lower your Avg CPC, which will help you drive more results for your business. Once you get these strategies, use them with your other optimization strategies for your campaign.
1. Optimize for Quality Score Factors
The main 3 quality score factors play a huge part in your Ad Rank. Since the Google Ads auction takes into account your bid and your quality score to determine your ad rank, you obviously want your quality score to be as high as possible.
Quality Score Factors:
Ad Relevance, Landing Page Experience, and Expected CTR
You can create relevant ads by creating multiple ads per ad group and creating organized ad groups. In addition, you can test multiple landing pages with your advertisements. Landing pages will perform differently based on the products or services you are trying to sell. Our video below will help you learn best practices to optimize for quality score.
2. Create 4 Ads Per Ad Group
I believe that advertisers should create at least 1 expanded text ad and at least 1 responsive search ad in every Google Ads ad group. You never know how an advertisement will perform, so you want to A/B test them for the best possible results. If you create 4 optimized ads that match your keywords in each ad group, you can improve your Click-Through Rate. Optimizing for CTR will help you reduce your Average Cost-Per-Click.
3. Use All Relevant Ad Extensions
One huge aspect that goes into your Google Ads quality score and Click-Through Rate are your Ad Extensions. Google Ads ad extensions like sitelink, callout, structured snippet, call, location, review extensions and more can add additional information to your advertisements. If you use relevant Ad Group level ad extensions, it can help your campaign and provide solutions for your customers. Every advertiser should use all the Ad Extensions that apply to their business to help lower Google AdWords CPC.
4. Use Max CPC Bids or Lower CPC Bids
With automated bidding strategies like Target CPA and Target ROAS, you can set max CPC bids. Sometimes, if you are using the Maximize Conversions bidding strategy, your Avg CPC will rise as Google Ads tries to drive more conversions for your campaign. Personally, I prefer to use the Enhanced CPC bidding strategy and set bids manually when I first create campaigns. Once I get enough conversion data into Google Ads, I will switch to the Target CPA or Target ROAS bid strategy.
5. Use The Keyword Planner
You can use the Google Keyword Planner to find short-tail and long-tail keywords for your business. In addition, the Keyword Planner will show bid ranges for advertisers. If you can find relevant keywords, you might want to look at the high bid range to get an idea of how much clicks might cost for your business. Lastly, you will find some additional keywords that you can test for your campaign. The video below will be very helpful for how to find keywords and create campaigns.
6. Target and Optimize For Long-Tail Keywords
Most of your Google Ads clicks will come from short-tail keywords. However, that doesn’t mean that you shouldn’t optimize for low search volume, long-tail keywords. Many advertisers put their focus on high search volume keywords, and they won’t bid on long-tail keywords. You should optimize your campaign and organize your ad groups for all of your keywords. You can use the Keyword Planner or UberSuggest to find long-tail keywords.
It will take some time to find the best keywords for your campaign, optimize your quality score, and decrease your average cost-per-click. The best thing you can do is create organized campaigns, create optimized ads for each ad group, test landing pages, and switch to an automated bidding strategy.
If you have any questions, please feel free to leave a YouTube comment or a comment below.