So how do you go about lowering the price you’re paying for each click, while sustaining the value of you visits?
There are to key paths:
raise you quality score
Google has created an automated system that offers pricing discounts to well-managed PPC campaigns with high Quality Scores. Currently, accounts with quality scores of 6 or higher are granted a 16-50% decrease in CPC, whereas accounts with a 4 or below score see a 25-400% increase in CPC.
Boost your chances of a drastically discounted cost per click by adhering to QS best practices:
- Increase CTR by creating compelling, relevant ads.
- Build out closely related ad groups.
- Optimise ad text and landing pages that speak to individual search intent.
Expand you reach
By discovering new, relevant and valuable clicks, the distribution of your budget will be improved substantially. To do this you’ll have to find new PPC keywords and search advertising opportunities. But you can’t just expand without also paring back – you need to simultaneously eliminate irrelevant or overpriced clicks form the campaigns.
refine your reach
Continually designating negative keywords in your AdWords account helps o control your CPC by filtering out traffic from searchers that are highly unlikely to convert. So as you add new keywords to your AdWords account, be sure to eliminate the losers.
When you target only keywords that perform well and are relevant to your business, it ensures that:
- Your spend is protected – Lowering your cost per click isn’t useful if you’re paying low prices for irrelevant clicks. Negative keywords tell your PPC campaigns which terms not to target, therefore reserving your budget for relevant terms only.
- Your Quality Score improves – If your keywords are clearly related to your ad text, landing pages and offering, your click through rate and other QS factors will be positively affected. This gets you more cost-efficient clicks and on search terms that are more likely to convert.
A low cost per click is key to PPC success beach it ultimately translates into your cost per conversion.