Having an advertising campaign that lacks a good return on investment can be quite a financial stress on a business. Advertising campaigns, such as those using PPC to generate conversions, should be well oiled machined at bringing contextual traffic to a landing page to convert on a landing page.
For this reason, if you can save a $1 for every conversion that you make in PPC, that is a dollar saved that can be reinvested or put back into the bank for a rainy day. Generating conversions at lower costs is always possible, especially with PPC. With this, here are three ways to reduce your PPC spend without hitting on the performance of your advertising campaign.
 

Schedule PPC Adverts

An important factor you will need to take into consideration is that the time of day web users see and interact with your advert will make a large impact to the conversion rate of your PPC campaign. For example, someone might be more likely to buy a product when they are relaxed on a Sunday night than during Monday morning, when they are getting into the jist of their work from the weekend.
With this in mind, it is a good idea to schedule adverts to take into considerations such as these, possibly through A/B testing if you are unsure when the best time of day is (as well as taking into consideration the time zone of the traffic you are targeting – don’t show adverts to people at 3am in the morning etc.).
 

Use Negative Keywords

If a keyword is something you want your PPC advert to appear for, a negative keyword is the complete opposite: it is keyword that you do not want your advert to show for.
A lot of campaigns do not have negative keywords included in their campaigns, which means that their campaigns are competing against more keywords, pushing the CPC up, and generating clicks for traffic that are never likely to convert. For example, if you are selling a product or service, having ‘free’ as a negative keyword would make sense.
 

Improve Quality Score

The quality score is given to an advert to quantify how contextual and relevent it is to what the web user searches. It takes into consideration factors such as:

• Keyword targeting
• Content of the advert
• Clicks onto the advert
• Time on a landing page

From this, Google can get a good idea as to how relevant the advert is to the web user. The more relevant the advert, the higher the quality score.
The quality score is important since it directly impacts the CPC you will pay for. The higher the quality score, effectively, the lower the CPC you will pay.