When you are looking for strategies to lower your Google Ads Cost-Per-Click, we have 6 different methods that will help. You might not be able to decrease your CPC for Google AdWords immediately, but if you continue to optimize your campaigns for quality score, and find relevant keywords that aren’t as competitive, you can get your CPC down and drive more conversions at a lower cost. In addition, you can adjust your Max CPC bids for Smart Bidding Strategies like Target CPA and Target ROAS, which will help you slowly decrease your bids and lower your Google Ads CPC.
One of the first things you want to do is optimize for quality score factors like Ad Relevance, Landing Page Experience, and Expected Click-Through Rate. Your Google Ads CTR will impact your CPC, and a higher Click-Through Rate can actually lower your Google AdWords CPC over the course of time. Ultimately, the best way to decrease your CPC and increase performance in terms of conversions like leads and sales, is to improve your quality score. Google takes into account your real-time quality score by using your expected Ad Relevance, Landing Page Relevance and Experience, Expected CTR, and Impact of Ad Extensions for each individual search every time your website enter the Google Ads Auction. Therefore, you need to focus on improving all of those factors over the course of time by setting up very organized campaigns and optimizing your campaign.
6 Ways to Lower Google Ads CPC:
We go over some more details and strategies for lowering your Avg CPC in Google Ads. After all, if you can decrease your Average Cost-Per-Click and Average Cost-Per-Engagement in Google AdWords, you can continue to drive more results for your business. If you can learn how to improve CPC, you can apply it to your campaigns.
1. Optimize for Quality Score Factors (Ad Relevance, Landing Page Experience, Expected CTR)
The first thing you want to do is make sure that you are serving the most relevant ads possible and sending people to an optimized landing page. Each search query that triggers your ad should trigger a solution and a positive user-experience for that potential customer. Of course, not everyone will become a customer, but with other strategies you can not only lower your CPC in Google AdWords, you can also drive more conversions at a lower cost.
2. Create 4 Ads Per Ad Group
The most experienced advertisers in the world will not always know what advertisements will perform the best to reach their goals. The most experienced advertisers create multiple great ads on every PPC advertising channel in every ad group or ad set. Then, the PPC advertising channels like Google Ads, Bing Ads, Facebook Ads, and Pinterest Ads will serve the top-performing advertisements. If you create 4 ads per ad group and use Expanded Text Ads and Responsive Search Ads, you can make sure your ads are optimized, relevant, and improving your Click-Through Rate.
3. Use All Relevant Ad Extensions
Ad Extensions have a huge impact on your advertising campaigns, and you want to incorporate all of the most relevant ad extensions for your campaign. You want to use Sitelink extensions, callout extensions, structured snippets, call extensions, location extensions, and every ad extension that is relevant for your business. To take it a step further, Ad Group level ad extensions in Google Ads can help your campaign drastically.
4. Use Max CPC Bids or Lower CPC Bids
With automated bidding strategies, you can set Max CPC bids, which will decrease your Cost-Per-Click bids over time. Ultimately, you need to test your bids and take into account your budget.
5. Use The Keyword Planner
The Keyword Planner will help you find short-tail keywords and long-tail keywords that advertisers are not bidding too high on. You will be able to find keywords that can drive results for your business without costing $5 per click or $10 per click or even higher in some cases.
6. Target and Optimize For Long-Tail Keywords
When you start to get more data in your Search Terms report, you will find long-tail keywords that can help you expand your campaigns and find keywords that a lot of advertisers are not bidding on yet. You can also use the Keyword Planner to accomplish this goal as well.