Cost Per Click (CPC) refers to the actual price you pay for every click in the Pay-Per-Click (PPC) marketing campaign. Referring to the way Google’s AdWords Auction works, your CPC will always be equal to or less than your maximum bid as the actual cost per click is highly influenced by you and your closest competitors rank, bid, and Quality Score. You can lower your CPC campaign revenue.
When the question is about finding ways to lower your CPC for a campaign in this highly competitive world of advertising through AdWords, a few general tips can prove to be of great help. However, it is, to a good extent, determined by your industry, products and location you tend to target.
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1. Lower bids
The most basic way to lower your CPC is to lower your bids. When you lower your bids you give Google a lower most CPC for each click received by your campaign. If your campaign is on an average position and is on a limited budget, you could lower your bids, which is an implication of a lower CPC. If you are worried about the drop in position, you can rest assured that you could afford more clicks with the same budget and show your ads for more time, increasing your exposure in the advertising world.
2. Include long tail keywords
In cases of advertising for a highly competitive industry, there are as good chances that the average CPC of your campaign could be very expensive. In such cases, to avoid the use of high-cost keywords, it is important that you carry out a thorough research and find long tail keywords which can prove to be a better alternative. And would also lower your CPC. These long tail keywords are likely to have higher quality scores which is a good way to lower your CPC while also not compromising on your position. It is also important that the keywords have a good search volume, which is an important requirement even if you have a good quality score.
3. Use different match types
You may encounter significant average CPC variation for the same keywords depending upon the structure of your campaign, and the nature of the industry you are competing with. In order to avoid this, you could register your campaign with different ad groups to test the same keywords in different match types. You could also create different campaigns that operate on different keyword match type. You should also make sure that you add negative keywords to your account as it ensures that you only pay for keywords that you want and it filters out the irrelevant traffic
4. Change the ads to make them more relevant
One of the formulae used by Google to determine the Quality Score for your keywords is the relevance of your campaign ads. In order to find your campaign ad’s relevance you could go to your keywords tab and then the speech bubble of each keyword. One of the ways to improve the ads relevance is to add keywords from the ad group to the ad’s headline and description. This will ensure that your page is of the highest relevance to the keyword. In doing so, Google will be indicated of a higher relevancy which translates Quality Score which is high and it will lower your CPC for the keywords in the ad group.
5. Try using different landing pages
Landing page is another consideration that is undertaken by Google as a factor to calculate the Quality Score of keywords. Test different landing pages as most of the time it is your landing page that is unable to come through and not your ads. There are many cases where good ads cater to poor landing pages, causing users to leave without converting. Try and run the same ad to different landing pages to analyze the results.