We’re going to improve AdWords so you pay less for each click with a few tips that are easy to apply. You’ll be able to save a bit of money that will be noticeable by the end of the year and you’ll increase the ROI.
First of all, you should take a moment to review how to determine how much you pay for each click on Google AdWords.
On one hand, we have the CPC (cost per click), the most we’re willing to pay, and on the other hand, but just as important, the Quality Score that Google gives your ad for that search. By multiplying this level of quality by Google’s maximum CPC, you get an Ad Rank which, among other things, is what determines how much you pay.
Since we’re clear that what we’re looking for is to lower the CPC, which would be the other way to improve Ad Rank, and we have no room to maneuver around what the competitors decide to pay, we’ll focus on improving the Quality Score.
If you’re able to optimize the quality of your ads, not only will you pay less for the clicks on your AdWords, you’ll also increase their position and how often they appear.
You can easily check the quality of your keywords in the AdWords tool. The values range from 0 (minimum) to 10 (maximum) and are assigned at the keyword level.
It’s important to emphasize that this is a value that can only be looked at at the keyword level and not through ads or ad groups. Let’s look at the tips:
If you can make your ad more relevant than that of your competitors, in Google’s eyes this translates to generating more clicks (and therefore more money).
You have to keep in mind that if your ads have a low CTR that means your fans aren’t interested in them and your Quality Score and the Ad Rank will fall abruptly.
Monitor your campaigns and make sure none are below 1.5% (2% is better) for Click Through. Don’t have a heart attack when you have to stop groups or ads that don’t work.
The better you make them, the less you’ll pay per click so:
If you have multiple ideas in rotation, we’ll start creating ads with the ones that have the best CTR and test them.
Take advantage because here you have the possibility to see the quality level and act on them.
Those with values that are too low (below 5), would be hard to recover, so remove them if you don’t want them to damage the overall Quality Score of the ad group or the campaign.
For keywords that can be enhanced, you can try different, more restrictive matches to see if they go up and if not, perhaps you need to take them out of this group and create new, more focused groups with those terms.
Believe it or not, if you want to improve AdWords and pay less you have to optimize the landing page that your campaigns lead to.
There’s a concept called “landing page experience” in AdWords. Let’s say it can be lower, higher or in the middle of the competitors. It raises the quality level of the page and your Ad Rank will go up with it.
I hope that with these tips you’re able to improve your AdWords and sell more paying less.
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