Owning and managing a business can be very time consuming and would likely take up more head space than you’d normally care to admit. You might have a new product in the pipeline or you have a high demand on a certain item that you just can’t keep up with orders. Whatever the case, certainly thinking about lowering CPC costs is an issue that would hardly keep you awake at night. However, as a business owner, knowing when and how to be shrewd is a quality worth having.
When you’re looking for ways to lessen costs, consider looking into how your ad campaigns are being managed and what you can do to make sure that you get the highest possible ROI.
Google considers the following variables for determining what your Quality Score is:
- CTR – Click-through-rate
- Relevance of each keyword to its ad group
- Quality and relevance of the landing page
- Relevance of the ad text
- History of your Google Ads account performance
Here are 5 different ways to help you lower CPC costs:
1. SKAGs Matter
Single keywords ad groups are specific keywords that are attached to certain ads. To make this work to your advantage, you have to use as little words as possible.
Google might have advised you otherwise. They claim that a minimum of 10-20 words will be beneficial to your ads:
So what do you do?
Here’s a short explanation of why using a few keywords will not only lower costs, but also help build brand awareness: since you are focusing on a certain keyword, anyone that search for it will be presented with an ad that is unique to the keyword.
In other words, less is more.
2. Ad Copies Become More Relevant with SKAGs
Coming up with a unique set of SKAGs means you get to create ad copies that are streamlined to match certain keywords.
For example, a Mr. Webber is looking for a debt collection agency for his growing business. He goes on Google and types in “debt collection agency” in the search. What comes up is a list of debt collection agencies near where he lives. It so happens that this is also your SKAG, so your ad pops up along with his search results. Using the same language as the client makes you more visible and relevant in the world wide web.
In our example above, you can see that the keyword not only matches the ad title, but it also matches the landing page address. This matters, and we’ll explain this a bit more later.
Being more relevant on the internet means that your click-through rate improves. Usually, higher click-through rates mean a higher Quality Score. A better Quality Score which should also lower costs per click and this translates to spending less every time there is a conversion.
3. Use an Ad Copy Formula
Pay per click marketing campaigns work around the clock, and the results are delivered almost instantaneously. Because of this quick turnover, you can make decisions regarding your ad campaign.
Knowing if your ad campaign is effective is important so you don’t waste precious resources. Use this formula to help you gauge on an ad’s performance, thereby improving CTR (click through rates):
In this graphic there are slight modifications to the best performing ad, which is letter A. Letter B has a better headline, while Letter C has a different description than A.
These slight changes are supposed to dethrone letter A so that you get the best possible ad out there. Run this experiment for at least a thousand clicks. The longer you let it run, the more accurate your data will be.
4. Landing Pages Need Your Attention Too
It’s easy to get caught up on ads alone, but this will be foolhardy. Making sure to have a landing page that matches your ad can make THAT much difference in your Quality Score.
Whenever Google computes a Quality Score, they are basing on ads and landing pages. Landing pages matter because the search needs to know if it has value attached to it. Google can give your landing page a rate of below average, average or above average:
We have enumerated some tips from Google to help make landing pages pop and improve user experience:
Your content should be original and useful
If you want to focus on a certain product or service, go straight to the point about it in the landing page. No one wants to read an essay.
If you want to show the user that they have options, using generic words work.
Transparency precedes trustworthiness
Go ahead and toot your own horn. Be proud about what you do, what you’re good at, and what you can offer to the client.
If you can describe a product or service in a concise manner straight on, do so. This is so much better than requiring a user to fill up a form beforehand.
Don’t make it hard for your site visitors to contact you. Placing your contact details that can be easily seen or found is a must.
User-friendly web experience
While designing your site, keep your clients in mind. Make relevant information easy to find, read, and understand whether they’re on their mobile or PC.
Landing page loading time should be kept at a minimum
It can be a turn off if your landing page is loaded with too much graphics because this could mean that it loads slower than average. Clicking on a page that loads as quickly and as seamlessly as possible is always a pleasant experience for all users.
5. Negative Keywords Can Make a Positive Impact
If SKAGs are keywords you have refined and chosen to be your “select few”, negative keywords are words that you don’t want your ad to be attached to.
Updating this list on a regular basis will help any search engine perform optimally over time as it crawls the web and weed out any irrelevant results.
Negative keywords and SKAGs go hand in hand. By crossing out words you don’t need, you can refine SKAGs. Conversely by deciding what specific keywords you want, you now know which keywords you don’t need. This will make more of a positive impact on your ad campaigns (and your pockets).
This is what you want to do if you want to determine what your negative keywords are:
If your relevant keyword is “debt collector”, searching for it would bring you the following results:
- debt collector
- small business collector
- debt collector jobs
- qualifications to become a debt collector
Just a quick look at the results and you can already see which ones you don’t want your ad to appear to. “Debt collector jobs” is a negative keyword. Add this to your list so that the next time someone types in “debt collector”, nothing related to “debt collector jobs” will show up.
This allows your ad and website to shine through amongst the millions of websites that Google always churns out. Focusing on a few keywords can help lessen ad campaign costs because Quality Score is improved and you’re proving yourself and your business to be relevant in the eyes of Google.
Relevant keywords. Effective ad copies. Search results that increase site traffic. Click that turn into conversions. These are processes that are music to any business owner’s ears.
Making sure that all the effort you put into marketing your business will turn into profit is no easy feat. PPC Services like those offered by PixelRush are tailored-made for owners like you. Each ad campaign is uniquely and creatively well thought out by a team of seasoned professionals. A reputable digital marketing agency can always vouch for itself; they will always have results from previous clients that back up their strategy and make sure that each click is worth every penny.