Staying competitive is important when it comes to your overall AdWords campaign. As a business owner, you want to ensure that you are receiving a healthy return on investment (ROI) and doing everything you can to reduce costs while keeping your ranking and exposure. This article will point out a few ways to lower your AdWords CPC and dive deeper into ways to achieve lower costs without sacrificing quality, or risk losing important rankings in search results.

The initial cost of CPC varies depending on the product classification, industry, and the targeted location. However, these tips will help to lower the cost of CPC and we encourage you to test these suggestions out and chose the ones that work best for your business.

Let’s look at some of the ways to lower your CPC and explore ways to keep up the quality of your marketing campaign.

Suggestion #1 – Lower your bid

Lowering your bid is one of the easiest and most basic ways of lowering your AdWords Cost-Per-Click, this can be a great way to start saving money. When you lower your bids, you are giving Google a lower maximum CPC to charge for every click that your AdWords campaign receives. The trick here is to lower your bids just enough, so you are not experience a massive drop in rankings, but your budget is still allowing for a steady number of quality click throughs. Let’s say that your AdWords campaign is on a position average of 3 and your budget can afford you to lower your bids.  Lower bids would suggest a lower average CPC, although you will drop slightly in rankings, you can still afford more clicks with the same budget and allow your ads to be featured longer. This will lead to greater exposure on Google and will help to generate additional leads as a result.

Suggestion #2 – Experiment and Implement Additional Variations of Keywords

As a small business you may not have unlimited resources at your disposal, so it is imperative that you are getting the very best out of the resources you do have. One of the best ways to do this is through researched and tested keyword variations. There are tools available to help you on your mission to find, and use, lower cost keywords; one of these tools is the Keyword Planner.

There are a few ways of going about finding keyword variations. One of these methods involves running your main keyword to find additional ideas that follow in the same vein.  Once you have done that, simply filter by competition to show lower competition keywords. Historically, these keywords will have lower search volumes, but these keywords will have a lower CPC due to lower demand on Googles keyword auctions.

By repeating this formula, you will be able to collect keywords that will cost less due to low competition but still yield high search volumes.

Suggestion #3 – Experiment with Different Match Types

This suggestion could do wonders for your campaign depending on the structure of your AdWords strategy, products or services you are offering, and the industry you are competing in. Depending on these factors, you may see a change in average CPC variation when using the same keywords in different match types. As an experiment, you could have a go at setting up your AdWords campaign with different ad groups and start to test keywords in a variety of match types. To take things even further, you could separate individual campaigns to run on the different keyword match types that you wish to experiment with.

If budget is an issue and you are apprehensive as to the mounting cost of some of these keywords, simply upload those keywords to AdWords as a paused campaign. From there, have a look at the first page and top page bid estimates that are recommended by Google to get a good picture of the average cost-per-click pertaining to those specific keywords. As you are viewing the CPC averages of these keywords, you may notice that Exact Match is considerably more expensive than Broad Match Modifier (BMM) and this is your opportunity to swap your keywords from Exact Match to BMM which will instantly help to save money and lower your average CPC. If this approach is of interest to you, it is important to compile an extensive list of negative keywords to eliminate irrelevant traffic and keep the quality of click throughs consistent. It is important to mention that BMM usually attracts a higher volume of traffic so making sure your negative keyword list is up to date; this will prove to be a lifesaver down the line.

The reason the BMM is usually less expensive is due to the lack of restriction when it comes to search results. If you analyse your search terms, you will notice that your campaign is receiving click throughs on keywords that are similar but not exact. The best way to combat this is to experiment with granular keywords and help direct relevant traffic even through BMM.

As is the case with any AdWords marketing campaign, trial and error is a fact of life and if you can manage to reduce your average spend while keeping relevant traffic clicking through to your site then that is a winning solution. Look to replicate that solution across your entire marketing efforts. Try these suggestions and look to incorporate others to get the very best out of your campaign and keep your bottom line as healthy as possible.

If this article peaked your interest on how to lower your cost-per-click AdWords cost and you’d like to see how we could help you, then we’d love to speak with you. Click here to get in touch

Apr, 20, 2018