If you run Google Ads, you have probably seen that clicks cost more now than they used to. Prices keep increasing, and it can feel like every month you are paying more for the same amount of traffic. The hard part is not only lowering your cost per click but doing it in a way that does not slow down the number of leads you bring in.
Below, this SEM agency in Springfield, Illinois is going to explain how to keep your campaigns strong and competitive while still making them cost less per click.
Improve your ad rank without spending more.
Google does not decide your CPC solely based on the amount you are willing to bid. Your Ad Rank has just as much influence.
If your Ad Rank goes up, you can stay in the same spot on the search results while paying less for each click. A professional SEM agency in Springfield, Illinois can help you by improving your ads and landing pages so every click gives you more for your money.
Improve your quality score.
Your Quality Score is key to keeping CPC under control. It is based on expected click-through rate (CTR), ad relevance, and landing page experience.
If you want to improve your Quality Score, start with your keywords. Look for anything marked “Below Average” in these areas, and fix those as soon as possible. You should also make sure that your ad copy, keywords, and landing page content all match what people are searching for.
Make ads more clickable.
Good campaigns usually use Responsive Search Ads with a variety of headlines and ad assets like sitelinks, images, and callouts. These make your ad look fuller and improve your CTR.
A better CTR tells Google your ad is useful, which improves your Quality Score. And when your Quality Score improves, your CPC usually goes down.
Refine your landing pages.
If your ad promises one thing but your landing page delivers another, or if it takes too long to load, you are paying for clicks that will never turn into leads. Keep your landing page focused on the promise in the ad, and make sure it is fast. Even cutting a few seconds from load time can reduce costs.
Stop paying for wasted clicks.
Use your Search Terms report to see what people typed before clicking your ad. Add the good ones to your list of keywords. Then block the bad ones with negative keywords.
If you manage a bigger account, you could set negative keywords at the account level. That way, all your campaigns are protected from the same low-quality searches that waste money.
Choose the right match types and bidding.
If you have accurate conversion tracking, you can test broad matches with Smart Bidding to find cheaper clicks from auctions you might have missed.
If tracking is not set up well yet, stick to phrases or exact matches. This will prevent your ads from showing for too many irrelevant searches.
Separate brand and non-brand campaigns.
Brand keywords are usually less expensive, but they can still drain your budget. Run brand and non-brand terms in separate campaigns. This will prevent brand terms from taking money away from more competitive keywords that need it.
Target the right locations, times, and devices.
Not every click is worth the same. Check your location data to see which areas convert best and cut the rest. Do the same for times, days, and devices.
If mobile clicks are cheaper but desktop brings better leads, adjust your bids to match. An SEM agency in Springfield, Illinois can fine-tune these settings so you get more value from each click.
Watch your competition and adapt.
Google’s Auction Insights tool shows who you are competing with and how frequently they appear above you. If you are spending too much fighting for the same keyword against a tough competitor, it might be better to shift your budget. You can focus on keywords or times where the competition is lighter, which can help you win more spots for less money.
Looking for an SEM agency in Springfield, Illinois?
If you are looking for a professional SEM agency in Springfield, Illinois that can help you maximize every advertising dollar, look no further than Digital Destination LLC. Our team of SEM experts can lower your CPC and keep your leads coming in. Contact us at (312) 933-6806 to schedule a free consultation.