You may be using AdWords already and,given the title of this article, are probably now looking to reduce the cost of your campaigns. When it comes to AdWords, it is easy to set up an account and put it in automatic mode, letting Google do the job for you. However, this may target the wrong audience and, eventually, your whole marketing budget will go in vain.
So, What’s the Solution?
There is no easy solution for lowering cost per click. Even if you intend using AdWords in manual mode, there are so many things you should consider before jumping in to use it via a trial and error method.
That said, finding a lower cost per click (CPC) for the keywords of your AdWords campaigns is a very important step in becoming competitive. However, achieving a lower CPC depends on your industry, product, and location. Here are some tips that, if applied properly, could help you reduce cost per click.
Lower your bids for keywords that receive a lot of impressions but don’t generate any sales or leads for your business
Similarly, increase your bids for keywords that convert into sales or bring more customers to your website. This will increase the position of your ads so that, for example, if they were placed in position four they could potentially move to number one, assuming you run your ads on the search network.
One Campaign at a Time
It is better to start with one campaign and manually fill the bids. This can be time-consuming but it will deliver a better campaign result.
Use the Average CPC
The average CPC shows you the exact amount that you spend per click on a keyword. When you enter the bidding section, you must account for your bid manually.
It is important your bid is higher than the average CPC as your bid is the maximum you are prepared to spend on any given click. That said, it is important to set your bid at a level that’s close to the average CPC in your campaign so you can maintain your ad’s ranking or improve its position without spending additional money.
You should also remember you need to run your ads for several days, or even weeks, before deciding which bidding strategy you should adopt.
Use Search Networks Only
The reason behind using only the search network is the display networkgenerates more irrelevant clicks than relevant clicks so you will eventually waste your money.
Before deciding on whether you should go for the display network or not, you should ask yourself if you want to show your ads on irrelevant websites that do not attract your target audience.
So, rather than using display networks, it is better to increase your CPC so your ads send relevant traffic to your website.
You can also check the performance of both the search network and display network by pausing one ad to test the other one.
Include Long Tail Keywords
It is extremely important to focus on long-tail keywords as, in the beginning, you cannot afford to waste money on generic, headline keywords like “bus”, “engineer”, “car” etc. These are keywords the big brands go for. Big brands may not benefit from long tail keywords as they go for keywords with a bigger reach. However, if you are starting out you cannot compete with the budgets of big brands on headline keywords. Also, remember that long-tail keywords usually generate a high click through rate of relevant clicks which increase the likelihood that you will end up with sales.
Adjust Bids Based on Location, Day and Time
One of the most important factors in achieving good results from AdWords is toadjust your keyword bids based on location, day, and time.
You can implement this trick by monitoring your ad results and then changing the bids. For example, you can increase your bid on ads which are performing better and generating sales while, on the other hand, you can lower the bids for ads which have no sales on aparticular day or at a particular time.
Google AdWords has a huge target audience. You can get sales and even double your revenue in 24 hours if you do things right. That said, it is very difficult for an individual to master all the optimisation techniques when you have a limited amount of time and budget. If this applies to you, you should hire an AdWords consultant to fix everything for you. At Kiwi Website Design, we offer a Google AdWords marketing package so if you are planning to usethe platform, please don’t hesitate to call us or shoot us an email.