This will make you go less per click pay to Google (4 tips)
In recent years, average click prices in Google have risen a lot. Especially for products where the average order value runs into the thousands of euros, it is still rare to find a click price of around €1. But this does not mean that with smart management of your Adwords campaign, you can bid less than your competitors and still rank higher in Google.
Of course, keeping your costs under control is always a great challenge with your Google Adwords campaign. After all; if you CPC gets lower, your Cost per lead also drops doesn't it? So where to start now? Simply lowering your bids unfortunately does not work (or only works to a limited or temporary extent). What steps can you do take to lower your CPC?
- Relevance of your keywords.
This term will probably sound familiar to you. Yet it's vital to set up your campaigns so that your ad copy is relevant is for the keywords it is linked to. So make sure your keyword is always reflected in your ad text. After that, you should landing page be as relevant as possible. Never let someone searching for cast floors end up on the homepage; it sounds excessive, but 1 extra click people have to make to visit the right page can mean the difference between a new customer or no new customer.
- Quality score
A higher quality score is an automatic consequence of the relevance of your campaign. This is because relevant keywords ensure a higher CTR, if correctly assigned to the right ad group. If your CTR goes up, your quality score goes up; and if your quality score goes up, the cost per click goes down. Always try to achieve a quality score of 8 or higher.
- Click-Through-Rate (CTR)
The great thing about managing a Google Adwords campaign is that results of your activities can be measured very quickly. For example, you can change your ad text one day and find out less than 12 hours later whether it has had the desired effect. Does your ad score well with a CTR of 7%? Then keep innovating and come up with ad copy that does it even better.
- Lower your bids
An equally simple and sometimes effective method. Always keep your average position in Google, and see if it gives cause for improvement. Incidentally, this also varies by industry. For instance, are you a locksmith who has to go out for an urgent job? The chances of the customer calling just 1 company here are a lot higher than if you, for example, call dormers makes, where thousands of euros are at stake and where customers different companies approach. So in the first case, a high position is much more important than in the second case when multiple companies are included. Google additionally offers the option to add columns with information on how much you need to bid at least to reach a certain position.
- Use negative keywords
By using negative keywords (exclusion keywords), make sure that you are on certain keywords not found. At least once a month, review the list of search terms that people actually used to get to your website via a Google ad. Add words that are not relevant to the list of excluded keywords; this will slowly improve the quality of your campaign and make it more relevant. Your campaign will be cleaned up little by little, so to speak.
And of course: you stop paying for keywords that are of no use to you!
