Every business pays a different cost per click on Google AdWords. You are probably paying much higher than everyone else and still not getting results
We will guide you step-by-step to show you how to reduce Google AdWords’ costs and increase the response rate.
Minimising AdWords costs requires a series of creative, trading, and technical skills.
You need to be creative to write a compelling and innovative ad that searchers will love to click.
Trading skills and managing bids are necessary to minimise your cost per click.
Technical skills are required to effectively organise keywords, bids, ad groups, ad copy, and landing pages.
In offline advertising, specialists complete these tasks. For example, with print and TV adverts, a creative company will design your ad, a trader will find an ad placement and set the timings, and techies will look after production. However, in AdWords, you must do it all.
Most AdWords users develop one of the required skills. Consequently, they use their one strength but neglect the remaining weakness. As a result, they fail to use all the tools available to create high click-through rates and lower costs.
We look at some creative, trading, and technical tips below.
Before we do that, there are two key metrics you should be aware of to measure ad development. They are click-through rate (CTR) and Quality Score.
Clickthrough rate (CTR)
CTR is a way of measuring the success of an ad campaign by calculating the number of clicks on a specific link.
Quality Score (QS)
Quality Score is based on the relevance of your ad to the search terms you are bidding on and to the relevance of your landing page.
AdWords ads that get high click through rates and have a high Quality Score have a lower cost per click (CPC) and they rank higher on search results pages. Let’s have a look at how you can run a Google AdWords campaign effectively by developing your creative, trading, and techie skills.
The most important skill you need is the ability to write attractive ad content that matches the keywords you are bidding on.
This is the skill through which you can maximise your bid success. It involves gaining control of your bids and lowering costs.
There are three types of match keywords you can use to control which searches trigger your ads to appear.
- Broad match keywords have no punctuation – Keyword
- Phrase match keywords use quotation marks – “Keyword”
- Exact match keywords use enclosed square brackets – [keyword]
If your broad match is positive, your ads will be displayed on the maximum number of searches. When using board match, AdWords matches your ads with any search containing your keyword.
The first thing you must do is organise the groups of keywords you are bidding on. You should also make sure your ads and landing pages match your keywords.
What is an Ad Group?
An ad group is a group of keywords you are bidding on which matches the content of your ad and the landing page.
The last thing you need to remember is to focus on the very specific subject otherwise your ad will not be fruitful.
To run an efficient AdWords campaign, you need to learn creative, trading, and techie skills. If you can’t manage this, you should hire an expert.