How to lower cost-per-click on Google Ads. 5 Working Tips

Have you ever set up ads on Google Ads? How much money was invested in it, and how much did the investment justify itself?

Relatively recently, Google AdWords began to be called Google Advertising, although its essence has not changed from this. This is still one of the most effective ways to promote your product using contextual advertising. At the same time, Google Advertising is quite easy to understand thanks to its intuitive interface. Its algorithms are automated, but, alas, not accurate enough.

The options for setting up an advertising campaign are unthinkable. But hardly the same thing can be said about your advertising budget. In addition, the cost of each click directly depends on competitors showing the same product. If you do not learn how to properly configure contextual advertising, there is a high risk of spending huge amounts of money on it.

Our task is to get the maximum conversion at the lowest cost.

This can be achieved by manually setting up Google Ads. Let's talk about five effective ways to achieve this goal.

1. Use long keywords

The less competition per request, the lower the cost per click.

Using the Google Keyword Planner Tool, your task is to find the largest number of keywords and focus on long keywords. There are two reasons for this. The first - the most accurate queries are asked by users who want to make a purchase. That is, a person who came from such a request is more likely to buy your product. Second, by focusing on long keywords, you don’t spend money on more expensive and less useful highly competitive queries.

Using long keywords will not bring muchtraffic, but this is not necessary. After all, the task of advertising is to achieve the maximum number of purchases of a product, and not its views.

Remember, you need to strike a balance between low query competition and a good clickthrough rate.

2. Experiment with the keyword matching type for your industry

Having decided on the keywords used in the advertising campaign, it’s worth setting up the types of keyword matching. It depends on its regulation how closely the keyword will match the request so that your ad appears in the search results. If you do not configure it, then a wide match will be automatically established.

Depending on the scope, when adjusting the type of compliance, the price can change both slightly and very noticeably. And all this when using one key request.

We recommend experimenting with the type of match and observe the difference in advertising costs and conversion.

Novice marketers use the default settings. This saves time, but increases the risk of attracting irrelevant traffic to the site, wasting money on advertising.

3. How to lower cost-per-click on Google Ads

3.1 Advertising must be relevant (Relevance)

• An online advertising campaign and SEO have a lot in common. In both directions, relevance comes first. It is the relevance that leads to the desired result and it does not matter whether you are optimizing an information article or setting up an advertising campaign.
• Google Ads has a Quality Score. This tool will help you find out how useful your chosen request is and its cost.
• It’s intended that you insert these same keywords into a copy of the landing page for a specific ad group. Now we can move on to the next tip.

3.2 Experiment with multiple landing pages

• Landing pages are very important in evaluating the quality of your ads. Quality Score measures the ranking of an ad. You notice a similarity between setting up an advertising campaign on Google Ads and setting up content to improve SERP (search results).
• To improve your Quality Score and defeat competitors (while reducing the cost of a click), pay attention to the landing page.
• As mentioned earlier, add keywords to your landing page to increase its relevance.
• This is far from the only thing that makes sense on the landing page, but in this article we will not go further into the details.

4. Ad groups

This refers to your makings and skills of the organizer, as well as increasing the relevance of advertisements (and reducing the cost of a click without noticeable impact on the rating).

Considering the hierarchy structure of your site and the scope of activity, we advise you to structure groups of ads and keywords around the different products and advertising offers that you are going to advertise, with an individual landing page.

It will be difficult for an unprepared person to do this work (the site owners with a huge amount of different goods will have the most difficulty), but if configured correctly, this will have a positive effect on increasing the quality of all the ads you run. And all because of the fact that it will be relevant for both Google search robots and your customers.

To summarize

Although the automatic settings for Google Ads make it easier to set up an ad campaign, its imperfection increases the risk of spending part of the budget stupidly. Therefore, only competently planned manual adjustment of the advertising campaign can provide you with the highest possible conversion.

5. To make advertising as profitable as possible:

5.1 Use long keywords with high and medium frequencies and little competition.

Automatic settings will not be cheaper. Experiment with keyword matching types and find the ones that are most suitable for you.

• Optimize ad copy.
• Optimize your landing page.
• Define the structure of ad groups, each of which should focus on different products and promotions that you are going to promote.

Conclusion: These tips will help you lower your cost per click, while not greatly reducing your ad ranking. But remember that while reducing costs is always great, an experienced marketer achieves results using a variety of different methods in combination.