4 ways to pay less per click

In the previous article we’ve already posted the list of the factors, which influence your Adwords cost-per-click. In this post we’d like to list some advices on how to decrease your CPC and, by the way, how to pay less for your advertising with Google.

1.Keep your eyes on a ‘Quality score’. It’s a value, which shows the level of relevancy between your landing page and the keywords you set in your campaign. The higher your Quality score is – the less you pay. That’s why it’s better for you to customize your landing page, adding some relevant keywords on it.

2.Create two ads in each ad group, in order to test them. Testing is everything, when we are talking about advertising. That’s why people, who are familiar with Adwords and the principles of its work, assure, that two ads are necessary, if you want to detect the one, which is more successful. Besides, such a technique leads to improving your CTR. It automatically decreases the price you pay for the clicks.

3.Lower your maxbids. There is even such a strategy, which is based on lowering the maxbid and watching your ads ranking position. If your ads is still present in the SERP, you can lower the maximum price you are ready to pay for the click.

4.Avoid competition among your ads. It may happen, when you run two same ads with long tail keywords and a short tail one. They may be shown over each other. So, check all of your ads and add negative keywords, if needed.

Factors, influencing your CPC

Running your Adwords campaign, you should pay attention to your cost-per-click – actually, the price, that is paid by you for each ads click you receive. For controlling it, you should also know the factors, which influence your CPC. In this article we’d like to describe them, in order to prepare you for the successful campaign launch.

1.Competitivness. It’s the most influentual factor, which sets the price for your ads clicks. It’s also an obvious one: you should know, that some financial, legal or medical niches are more expensive to advertise, than, let’s say, the ‘free downloads’ one.

2.Ranking of your ads is another factor, which you should worry about. Being placed on the first position costs more, than displaying on the last one.

3.CTR (a click-through-rate) is a value, that shows the effectiveness of your ads. The higher it is – the more attractive your ads is for user. So, you should do your best to get it as higher as possible.

4.Quality score is a summarized value of CTR, ad relevance and the relevancy of your landing page. It’s calculated by Google in order to rank your ads and the ads of your competitors.

5.Advertising history. There are no any documented facts, but some people, who have a great experience with Adwords claim that your average cost per click depends on the age of your advertising account and on your previous campaigns.

Surely, there are some other factors, like your traffic settings,different user filters, etc. All of them influence the price you pay for the clicks as well.

Getting cheap clicks – a slow decreasing the price

Google Adwords uses an auction-based principle for providing its clients with clicks. It means, that if you pay more – you get more. Your ad gets the first places in SERP and, as a result, you waste too much money for. In this article we’d like to tell you the way you can save some money on your Adwords campaign with minimum efforts.

First of all, let’s describe the way you start your ads campaign. You set the keyword, the title and description for your ads; you provide the system with the URL of your website, set some additional options (like the time of the day when your ads will be shown, its frequency and so on). After this your time to make bids comes. How much should you bid?

The experts claim that it’s a good idea to bid the recommended price from the very beginning. It will allow you putting your ads on the first places in SERP. However, you should make sure in this, looking the search page by yourself.

The next step is decreasing the price. You should do it slowly, checking the position of your ads each time you make any changes. For example, if your ‘top’ position costs $3, you should set $2.8, $2.7, $2.6 and so on each small period of time. Of course, you should check, if your ads is still there.

Finally, when you see how it has gone, you should stop decreasing the click price – it’s the minimum price you can pay for.

 

Choosing the keywords match type

If you’ve ever used Google Adwords, you should probably know about the matching tool.  It’s a mechanism for matching the keywords, set by a user. It determines the way the service will match the KWs, and it has three types: broad, exact and a phrase. In this article we’ll tell more about each of them.

1.Broad match

This type of match is the least exact one, but, at the same time, it allows getting the highest amount of traffic. Let’s bring the example: if you type “used cars” in broad match type, it can find the most irrelevant queries, like “who used cars?”, “when used cars?”, “get used cars”, “buy used cars” and so on.

2.Phrase match

This kind of match is a much more narrow one. It looks for the similar phrases, which can broaden the number of visitors. For example, it can offer you “buy used cars” or “sell used cars” as the most relevant keywords.

3.Exact match

The third type of match, according to its name, aims the exact keyword you set. Its specification is in the following: this type of match can bring you the smallest number of visitors, but they will be the most relevant ones.

If you are justing your Adwords campaign, you should definitely start with an exact match type. If will allow you saving some money on your campaign and preventing you from your whole budget loss. If the number of clicks is too small – you can use “Phrase match” and so on.

The role of the negative keywords in Adwords campaign

Do you use negative keywords, which are offered by Adwords in your account? This is an incredibly useful tool, especially if you use ‘Phrase match’ and ‘Broad match’ for your ads campaign. Let’s find out more about this in the article.

1.Negative reviews

Any company can have some negative queries, for example “why YourBrand sucks?”. Targeting these keywords is silly – you won’t get an order from this visitor. He is obviously angry or he just heard some negative reviews about your company, so he will hardly buy anything from you. That’s why we need not to show our ads when such a query is made. So, we add “sucks” into our negative words list.

The same approach can be used with any kind of negative word, characterizing your brand or product. It’s a simple way to filter the people, who are not interested in a purchase, away.

2.Specific phrase/product

Let’s imagine, that your shop sells Ford cars, but it doesn’t offer the accessories for them. If you don’t want your visitors to search for the phrases like “ford parts” and so on, you should add such specific keywords to your ‘Negative words’ list. It’s ‘parts’ in our case.

Of course, these are the simple examples of the words you need to filter from. They may be much more numerous, if you think well and do some good keyword research. For example, the name of locations or some specifications of the product, or just the words ‘reviews’ (for the shop) may be included in this list as well.

How to use Google Keyword Planner

Google is the only service, which has a data of the frequency of searching for different phrases by people. If you are going to start your Adwords campaign, it’s necessary to know definitely, how many queries per month are made in some particular region. So, we’ll use Google Keyword Planner, in order to get this information.

If you think, that some SEO-skills for such kind of job are needed, you are wrong. It’s easy, and all you need is some analytical mindset and logic.

So, searching for the words we need, start looking at the density of queries with the given words. They show you a number of visitors, who could potentially visit your ads.

Another important sign is the competitiveness level of the keyword. This row shows, whether your word or phrase is so competitive among the other websites, or not.

Your main aim is finding a popular (high-demanded) keyword, which would be able to bring you as more visitors, as possible. From the other side, we are looking for the word, which will show us the low level of competition. It means, that promoting your website

There are a lot of other factors, that you should pay attention to. The region, the sense of the phrase or the word, the price for click, given to you by Google, etc. We’ll talk about them in some next articles.

How to waste your money on PPC?

If you are new to PPC advertising, we strongly recommend you to learn more about the most common strategies, used in this field. In another case it can bring you to some amount of money wasted.

Here we’d like to bring some examples of the most typical way to loose your PPC budget without any results.

1.Bring your visitors to the main/contact page

The most popular mistake, which can absolutely ruin your advertisement campaign, is bringing your visitors to the wrong page. The homepage of your website, either as the contact page with the blank fields, that should be filled by your user, are not the best solution to bring your visitor to. The only best strategy is your optimized landing page promotion.

2.The absence of testing your ads

There is no perfect ads. Either as there is no chance, that you’ll find your perfect ads from the first try. Professional marketers use thousands of different variants of ads, in order to find a couple of those, which have the highest conversion rate. Testing your ads is required, if you want your campaign to be successful

3.Setting broad keyword match

If you target your ads campaign on some set of the keywords, you should always remember, that they must be as narrow, as possible. Targeting broad match will result in wasting a lot of money because your advertising will be shown even on irrelevant pages. That means, such kind of users won’t bring any profit to you.

How to create good landing pages for your PPC campaign?

Creating a good landing page for your particular offer can cost either time or money. If you are new to LP creating, you will definitely lose your first money, because of the low level of your page optimization and several common mistakes. In this article we are going to discuss three the most typical ways, you should use in order to get as many leads, as it’s possible. So, let’s start.

1.Make your landing page as ‘narrow’, as you can

Any landing page has some certain function, plays some certain role in your business. It’s better for you to launch the LP, which provides your customer with some narrow subject information, which he is interested in. In other cases, if you describe too much info about your business, the customer will be get lost in this chaos.

2.Test your page

When you do the PPC campaign, practising is your main tool, aimed at the high profits. If you don’t do tests enough, you won’t notice the real reaction of your visitor to your page. As a result, you can miss some important signs, highlighting the real success of your page.

3.Experiment with the type of content

Creating your landing page, you can paste any type of content on it. It can be either plain text with attractive font, or a video, inserted from YouTube. You can try different approaches and measure the conversion of each of them.

The kinds of CPC values in Adwords

There are different kinds of CPC values in your Adwords account. Each of them has a different meaning and purpose. That’s why it’s better for you know, what they are used for and how.

So, as a publisher in Google Adwords system, you have already faced with maximum CPC value. It’s a pretty simple indicator, which shows us the limit of expenses for an ad, set by an advertiser (by ourselves). It shows us the maximum amount of money we are ready to spend for a click. It’s also a useful tool if you’d like to manage your ad campaign wisely and set, for example, the probably maximum value of one possible customer.

But the reality is that you won’t get all of the clicks for the maximum bid. It’s more likely for you to get each visitor for a smaller price, that’s why you’ll save some part of your ad budget for sure. Here is where the actual CPC value comes. It’s used to estimate, what was the actual average price for each customer that visited your website. If you also know your average CTR (click-through-rate of the ad), you can count the real profit, earned with each advertisement block you have.

Contextual advertising specialists advise to control either a maximum CPC on each of your ads, or an average CPC on all of them. These parameters can really show you, whether you gain or lose your money with a certain campaign.

Adwords tips for a successful campaign

The launching of an advertising campaign in your Adwords account for your company, product or service can be the real art. It needs some creative, but smart and responsible approach, that will define, whether your campaign will be successful or not.

In this article we’d like to give you some simple, but powerful tips on how to make your Adwords campaign really successful and how not to spend your budget in vain. So, get ready to note them.

  1. Tracking is your friend.

In order to get some good results, you should track everything, your users do. Google Analytics can help you with this. Watch, how your users act themselves, where do they come from, which search phrases they use etc. You should pay attention to each detail in your statistics, because, actually, all of them are highly important for your business. With the help of tracking you can define, which strategy is effective, and which one is not.

  1. SEO + PPC = perfect solution

Adwords, as a clear PPC solution, can be combined with the SEO as well. In the result, such a pair can bring you to the extremely successful results: each visitor will be yours, because he will click either your ads, or your website URL in the search results by Google.

  1. Landing page design

It’s the whole another topic for discussion, but your landing page plays extremely important role. It defines, whether your visitor will make a purchase or not. Pay attention to Google quality score, look at Google Analytics results, experiment, etc. Even the color combination plays a huge role here!