Are you finding your Adwords CPC is costing you more than you expected? Are you not seeing your ads drive sales, nurture leads or any anticipated results?
This shouldn’t be the case. The whole point of Adwords is supposed to be driving leads and sales to your business and if it’s not doing that, you need to reassess your Adwords campaigns. In this blog, we look at 3 tips that will help you efficiently reduce your Adwords CPC.
Building a negative keyword list in Google Adwords is all about cutting down wastage by eliminating spending on irrelevant keywords.
Let’s say your business sells personalised trophies and plaques as an example. You will be bidding for keywords like ‘sports trophy’, ‘football trophy’ or ‘trophy plaque‘ because, through research or just common sense, these will be the keywords that your potential customers would be searching and are ideal to bid after.
However, unless told otherwise, Google could be spending your money bidding on keywords that are completely irrelevant to your business and would be wasting your money. In case of this example, you might find yourself bidding on ‘dental plaque’ or ‘trophy hunting’, phrases that have nothing to do with your business.
Why waste money on them?
Simply going through variations of keywords, you can build a list of irrelevant keywords and inform Adwords not to bid for them. Straightaway, this can greatly reduce your CPC spending and the traffic you do drive to your website will be of a higher quality.
Are the pages you’re driving traffic to ideal and optimised for the audience? Are your audience receiving an optimised landing page experience?
Some businesses, for their Adwords, simply drive traffic to their home page or pages that are simply not relevant. Straightaway, that is off putting for your audience.
Using the example of selling trophies, your potential customer clicks on an ad for ‘football trophies’ and they’re taken to the general trophy page, left them to find the football trophies themselves.
Why?
You have a potential customer looking for a specific product, that’s why they clicked and that what you want, that’s why you paid for that click. Why would you direct them to a completely different page? You are making the experience both inconvenient for your potential customers and yourselves. By simply linking to the relevant page, you are streamlining the sales process for all parties involved.
Also you should look at your landing page experience. If your shop sells trophies and plaques, would you not have the best trophies and plaques on display, cleaned and polished? Would you organise them in an orderly fashion, where customers can easily find what they’re looking for?
Of course! It’s common sense!
Then think about those points when looking at your landing pages. Are they optimised for users? Does your landing pages have useful, relevant content? Can your potential customers easily navigate, both through a desktop and mobile device, when they shop?
To learn more about optimising your website, check out another one of our blogs; The On-site Optimisation Checklist. A simple and easy to use blog, which guides you through your on-site optimisation and a useful resource when reviewing your landing pages.
These are things you need to consider when reviewing your landing pages. When a potential customer clicks on your ads, not only are they directed to a relevant landing page, that the page is optimised to make their purchase as easy as possible.
What are keyword insertion ads?
In its simplest form, keyword insertion ads are an advanced feature in Adwords which allows you to create ads that alter to suit the search of potential keywords. Through adding a simple piece of code, the ad text will change to fit around the keyword.
Using the same example, you’re composing a piece of ad text for a sale on your trophies. With Keyword Insertion the text would look like this;
“50% off on {KeyWord:Trophies}”
That means your ad will change around the keyword, trophies, meaning a user could be searching for bowling trophies, “50% off on Bowling Trophies”, would be the ad they see.
As you can imagine, this can be a dynamic game changer to how you use your Adwords. It alters your ad to be more relevant to your audience, creating a better incentive for them to click and go to your online store.
Those were our 3 vital tips to reducing costs on your Adwords CPC, which would also drive sales, leads and improve your ad quality.
As you start implementing these changes to your Adwords, you might see a drop in clicks but also in spending. This is to be expected and should be welcomed as this means you have now stopped wasting money on low quality clicks and leads, which are less likely to make a purchase. The clicks you do receive, though smaller than before, are better leads and more likely to generate sales while you save money on your Adwords.
Are you thinking, how can I take this further? Are there other avenues where I can reduce our Adwords CPC? Are there other ways to create more responsive ads for potential clients?
Then you need to talk to us about developing and innovating your PPC campaigns, get in touch today!
