Reducing the cost per click with a stable flow of applications is a natural desire of any advertiser, regardless of the allocated budget. However, statistics show a disappointing picture – 90% of advertisers do not optimize their campaigns, which leads to inefficient spending of almost half of the funds on online advertising.
Are there any ways to increase the number of conversions without changing your marketing budget? Of course, we have collected 10 most effective life hacks that have been tested in practice. Let’s get to them!
How to reduce the cost of a click in Google Ads?
Don’t use unnecessary keywords
Use words that exclude irrelevant queries. This way, you will avoid showing your ads to people who are not interested in your offer. For example, for a commercial website, you can exclude the word “free”. This will not only reduce advertising costs but also lower the cost per click. Thanks to this, your ads will be seen by those who are really interested, and you won’t have unnecessary expenses.
Separate the search network and the Display Network
When you create a Google Ads campaign, the contextual display network (CDN) is enabled by default. But this setting can lead to irrelevant impressions and increased costs.
It is better to create separate campaigns for the search network and the Display Network. These networks cover different types of sites and attract different audiences. The display network usually shows graphic ads, while the search network is designed for text ads. Separating campaigns by network type will help you save money.
Use geo-targeting
Limit ad impressions to only those territories where most of your customers are located. You can set up targeting by country, region, city, district, or set a radius around a specific location on the map. In large cities, it is advisable to choose the areas where conversions are most frequent.
Geotargeting will allow you to show ads exactly where the target audience is concentrated, which has a positive effect on CTR and ad quality, which in turn reduces the cost per click.
Use long keyword phrases
The effectiveness of advertising is directly related to keywords. The cost per click varies for different queries. High-frequency phrases that are actively used by large companies create serious competition.
We recommend focusing on mid- and low-frequency queries when setting up a campaign. The competition for them is much lower, which leads to a lower cost per click. Moreover, such queries attract more interested users, which increases the likelihood of a successful conversion and reduces the cost per lead.
Maintain the relevance of the ad and landing page
To ensure maximum relevance, you need to select unique keyword phrases for each ad group. It is ideal if the keyword phrase is repeated in the ad text, headline, and landing page. This increases the quality score, which reduces the cost of advertising when reaching higher positions.
Experiment with time targeting
Analyze the time intervals with the highest number of visits to the site and set up impressions for these hours. This helps increase conversions and improves the quality of your ads.
The reverse strategy, which involves displaying ads during low-traffic periods, allows you to attract an audience that is missed by competitors who turn off ads after hours. This will reduce the cost of customer acquisition by reducing competition.
Improve your landing page to increase quality
The quality of a landing page has a significant impact on its relevance. It’s not enough to just implement key queries. Here is your to-do list:
- Optimize it for different devices;
- Exclude any questionable SEO methods;
- Ensure fast page loading;
- Correct errors in the code;
- Add interesting information to the page that will be useful not only to search engines but also to users.
In essence, it is necessary to take steps that will ensure high ranking of the site in search engines, which will improve its quality in the eyes of the system.
Implement ad extensions
Additional extensions help to make the offer more noticeable. These can be quick links, contact details, structured data, and other elements. This approach makes ads stand out among competitors, increasing the number of clicks and boosting CTR, which in turn contributes to the growth of the ranking.
Different bids for different devices
Visitor conversion varies depending on the device used. The growth of mobile traffic has led to an increase in the cost of clicks from mobile devices. Create separate campaigns for different devices to optimize costs. For PC users, the rates may be lower😉
Include dynamic ads in your campaign
Google’s Dynamic Ads adapt to specific users, which increases their relevance. And since relevance affects quality, the use of this technology reduces the cost per click.
Conclusion
Applying all the proposed recommendations will not only increase the evaluation of the advertising campaign, but also form a more attractive offer for your client.
And attracting new customers will increase the company’s overall revenue. If you correctly use the tips for reducing the cost of a click in contextual advertising, this will have a positive impact on your account ranking. Google Ads will begin to perceive your company as a reliable partner, and advertising costs will decrease. Good luck!
