PPC campaigns are obviously an integral part of any successful business’ overall internet marketing strategy, but can be extremely costly if you don’t know what you’re doing. For those new to PPC advertising, it’s easy to assume that campaigns are cheap because you’re only paying for the clicks you get. However, costs can add up quickly if you aren’t careful. Improperly managing your budget will leave you strapped for cash and short on conversions.
Tips for Lowering Your CPC
The most practical way to lower your CPC is to lower your bids. This will obviously lower the amount you’re charged per click and can save you some money. When lowering bids, you have to consider where you’re ranking and how much exposure you want. If you’re current bid has you in the top three, you can probably afford to lower your bid. By doing this, you’ll be able to increase your overall exposure by showing your ad for a longer period of time each day. However, there are other ways to strategically maximize your CPC without simply lowering your bid.
Start with a clear goal. Have you spent time developing clear conversion goals for your PPC campaign? An unclear goal is the number one budget killer. You’ll end up spending money on a campaign that has no purpose. Hone in on a specific goal and design everything else around it.
Use long tail keywords. Generally speaking, the longer the keyword is, the higher the conversion rate and lower the CPC. That’s because your competitors are likely competing for basic keywords and driving up the costs. Additionally, your ability to match a specific keyword with customer queries ensures anyone who clicks on your ad is actually interested – not merely curious.
Add negative keywords. Are you taking the time to analyze all the keywords that show up in your search query report? You should be carefully studying this list and continuously adding negative keywords to your account. Not only does this ensure you don’t pay for keywords you don’t want, but it also allows improves your overall account health and tells Google more about the ads you’re placing.
Test different landing pages. Have you ever considered that it’s your landing pages that aren’t coming through, not the ads themselves? In many cases, good ads feed to poor landing pages and cause users to bounce without converting. Try running the same ad to different landing pages and analyze the results. Is one converting significantly higher than the other?
Always track data. According to SEMRocket.com, “Keeping a close eye on exactly how your content is working is essential to a successful campaign.” You’ll never be able to lower your CPC unless you carefully and continuously track data. Use the reporting tools you have at your disposal and look for both short and long-term trends.
Mastering PPC Advertising
When you understand exactly how PPC advertising works and what it takes to lower your average CPC, you can maximize the potential of this powerful advertising channel. Use these tips to develop an effective strategy and don’t be afraid to suggest changes to key decision makers in your business.
