Get Cheaper Clicks in Google Ads

Apr 24, 2023

Among the various metrics that digital marketers juggle, few are as critical as the Cost Per Click (CPC) in a Google Ads campaign. Minimizing CPC while maximizing return on investment (ROI) is not just a goal; it's a requisite for thriving in the competitive online advertising space.

This delicate balancing act is far from straightforward. The temptation to chase after the lowest CPC can lead to a quagmire of low-quality clicks, doing more harm than good to your overall campaign effectiveness. What’s needed is a strategic approach that lowers CPC while simultaneously ensuring that each click is a step towards a potential conversion.

In this comprehensive guide, we will delve into a series of strategies that can help you achieve that sweet spot - reducing your CPC on Google Ads without compromising on the quality of traffic that flows into your website. 

Beyond the immediate tactics, we will also look at the broader strokes of keyword research, competitive analysis, and continuous optimization, providing you with a holistic toolkit to refine your Google Ads campaigns. Whether you're a small business owner, a solo entrepreneur, or a digital marketing professional, the insights offered here aim to empower your advertising efforts to yield better results at a lower cost.

Key Metrics and Their Impact on CPC

To effectively lower your Cost Per Click (CPC) without sacrificing the quality of your Google Ads campaigns, it’s crucial to start with a clear understanding of the key metrics that influence CPC. These metrics provide insight into how well your ads resonate with your target audience and how favorably Google views your ads. By optimizing these metrics, you can achieve a more efficient use of your ad budget.

The Significance of Click-Through Rate (CTR)

Click-Through Rate is a vital sign of your ad's health. It's calculated by dividing the number of clicks your ad receives by the number of times your ad is shown (impressions). A high CTR means that a large percentage of people who see your ad find it relevant enough to click on. Google rewards ads with high CTRs with a lower CPC, as they are seen as more relevant to users.

Strategies for Improving CTR:

  • Ad Relevance: Craft ad content that is closely aligned with the search intent of your targeted keywords.
  • Compelling Copy: Use engaging and actionable language that speaks directly to the user’s needs and interests.
  • Testing Ad Variants: Regularly test different headlines, descriptions, and display URLs to determine which combinations resonate best with your audience.
  • Targeted Ad Extensions: Add extra pieces of information such as site links, callouts, and structured snippets that provide additional value to users.

The Role of Quality Score in CPC

Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is influenced by factors such as your ad's CTR, the relevance of each keyword to its ad group, landing page quality and relevance, and the historical performance of your AdWords account.

Strategies for Improving Quality Score:

  • Keyword Relevance: Build tightly themed ad groups with small groups of keywords. This ensures that your ads are as relevant as possible to the user's search query.
  • Landing Page Quality: Ensure that the landing page you're directing traffic to is relevant to your ad and provides a good user experience.
  • Ad Text Optimization: Write ad texts that include your target keywords, ensuring that the ads are relevant to the search queries.
  • Ad Extensions: Use ad extensions to provide additional information and increase the visibility of your ads, which can improve CTR and relevance.

Improving these metrics is not a one-time fix but a continuous process. It involves persistent testing, monitoring, and tweaking of your ads and keywords. As you iterate, you'll learn more about your audience and what works best, allowing you to further refine your approach and push down your CPC while maintaining high-quality clicks. In the next sections, we will dive deeper into the practical steps you can take to optimize these crucial metrics and build a cost-effective Google Ads campaign.

Ad Relevance and Targeting

Creating ads that are highly relevant to the audience you are targeting is essential for improving your Google Ads performance and reducing CPC. Relevance can influence your Quality Score, impact your CTR, and ultimately determine how much you pay for each click. Let’s break down how you can achieve this.

You Need Relevant Ad Copy

Your ad copy is the first point of contact between your campaign and potential customers. It's imperative that this copy is tailored to speak directly to the searcher's intent.

Creating Relevant Ad Copy:

  • Use Keywords Strategically: Incorporate your main keywords in the ad headline and body text to show users that your ad is relevant to their search.
  • Highlight Unique Selling Points (USPs): Clearly communicate what makes your product or service stand out.
  • Include a Clear Call-to-Action (CTA): Tell users exactly what you want them to do after they click on your ad—whether it's to make a purchase, sign up for a newsletter, or learn more about a product.

Using Keyword Match Types Effectively

Keyword match types help control which searches on Google can trigger your ad. You can use broad match to reach a wide audience or use exact match for more precise targeting.

Optimizing Match Types:

  • Broad Match for Reach: Start with a broad match to collect data on how users search for your product.
  • Phrase Match for Relevance: Use phrase match to hone in on more relevant search queries.
  • Exact Match for Precision: Move to exact match when you know the specific phrases that convert well.

Audience Targeting Strategies

Effectively targeting your audience ensures that your ads are served to those most likely to convert, thereby increasing CTR and reducing wasted spend.

Targeting Techniques:

  • Demographic Targeting: Use demographic targeting to serve ads to users based on age, gender, income level, etc.
  • Interest and Behavior Targeting: Target users based on their online behaviors, interests, and previous interactions with your website.
  • Remarketing Techniques: Employ remarketing to re-engage users who have previously visited your site but did not convert.

By focusing on ad relevance and targeting, you're more likely to engage potential customers, which can lead to higher CTRs, improved Quality Scores, and lower CPCs. These factors are deeply interconnected and optimizing them can help ensure that your campaign is not only cost-effective but also successful in driving conversions.

Keyword Research and Selection

Finding the right keywords is at the heart of any successful Google Ads campaign. The keywords you select will determine not only the relevance of your ads but also the competitiveness of your bids. Here’s how to approach keyword research and selection to ensure cheaper clicks without compromising quality.

The Fallacy of Cheapest Keywords

While it might be tempting to target the cheapest keywords available, this approach can lead to poor campaign performance. Low-cost keywords may have low competition for a reason, such as low search volume or poor relevance to your product or service, which can result in a lower ROI.

Finding the Right Keywords

To identify keywords that are both cost-effective and relevant, follow these steps:

  1. Using Keyword Tools:

Google Keyword Planner: Start with Google's own tool to find keywords related to your products or services and estimate their costs.

Third-Party Keyword Tools: Expand your research with tools like SEMrush, Ahrefs, or Moz for deeper insights and more keyword suggestions.

  1. Analyzing Competitor Keywords:

Competitor Analysis: Look at which keywords your competitors are bidding on. This can give you insights into market trends and potentially valuable keywords you might have overlooked.

  1. Focusing on Long-Tail Keywords:

Targeting Long-Tail Keywords: These are longer, more specific keyword phrases that are less competitive and can lead to more qualified traffic.

Balancing Volume and Relevance: Long-tail keywords often have lower search volumes, but the traffic they attract is typically more targeted and closer to a purchasing decision.

Implementing and Refining Keyword Lists

👉 Keyword Research for Google Ads | Updated for 2024

After identifying potential keywords, refine your lists to focus on those that offer the best balance between cost, competition, and relevance.

  1. Use of Negative Keywords:

Filtering Irrelevant Traffic: Use negative keywords to prevent your ads from showing on searches that are not related to your business or are unlikely to convert.

Regular Updates: Keep updating your negative keyword list based on the performance data and search terms report in Google Ads.

  1. Periodic Keyword Review and Pruning:

Reviewing Keyword Performance: Regularly evaluate the performance of your keywords and pause or remove those that are not performing well.

Continuous Optimization: As you collect data, refine your keyword strategy to focus on the most profitable keywords and cut the ones that are draining your budget.

By conducting thorough keyword research and selection, you can avoid the pitfalls of targeting keywords based solely on cost and instead focus on those that will drive quality traffic to your website. With the right keywords in place, you can begin to craft compelling ad content that resonates with your audience and encourages clicks, which we will explore in the next section.

Optimizing Ad Content for Higher Engagement and Lower CPC

The synergy between your keywords and ad content is pivotal for a high-performing Google Ads campaign. Optimized ad content can lead to higher engagement, better Quality Scores, and ultimately, lower CPCs. Here's how to refine your ad content to capture attention and encourage clicks.

Crafting Compelling Ad Headlines

The headline is the most prominent part of your ad—it’s what users see first and what often determines whether they click or not.

Headline Best Practices:

  • Incorporate Main Keywords: Include your primary keyword in the headline to improve relevance and Quality Score.
  • Highlight Benefits and Solutions: Use the headline to show how your product or service solves a problem or adds value for the user.
  • Use Numbers and Statistics: Where appropriate, numbers can make headlines more eye-catching and lend credibility.

Writing Effective Descriptions

While the headline grabs attention, the description holds it. This is where you can expand on the headline’s promise and nudge the user towards clicking through to your site.

Description Writing Tips:

  • Feature Unique Selling Propositions (USPs): Clearly explain what makes your offering unique.
  • Include a Call-to-Action (CTA): A strong CTA can make the difference between a user scrolling past or deciding to click on your ad.
  • Utilize Emotional Triggers: Evoke curiosity, excitement, or urgency to encourage clicks.

Leveraging Ad Extensions

Ad extensions are additional pieces of information that can expand your ad with more reasons for users to choose your business.

Types of Ad Extensions:

  • Sitelink Extensions: Provide links to specific pages on your site, such as product categories or special offers.
  • Callout Extensions: Showcase offers or unique features of your business.
  • Structured Snippet Extensions: Highlight specific aspects of your products or services.

Benefits of Using Ad Extensions:

  • Enhance Visibility: Extensions make your ad bigger and more visible on the search results page.
  • Provide More Information: They allow you to show additional information without cluttering the core ad copy.
  • Improve CTR: By providing more pathways and information, extensions can improve your ad’s CTR.

Continuous A/B Testing

To understand what works best for your audience, conduct A/B testing on different elements of your ad.

A/B Testing Strategies:

  • Test One Element at a Time: This could be the headline, description, or different ad extensions.
  • Gather Sufficient Data: Run each test long enough to gather data that is statistically significant.
  • Implement Changes Based on Results: Use the insights gained from testing to optimize your ads for better performance.

Metrics to Monitor:

  • CTR: A direct reflection of how engaging your ad is.
  • Conversion Rate: Tells you if the clicks you’re getting are leading to desired actions.
  • CPC: Helps you evaluate the cost-effectiveness of your ad variations.

Optimizing your ad content not only improves the direct performance of your ads but also has a positive effect on your CPC. By crafting more relevant and engaging ads, you signal to Google that your ads are meeting users’ needs, which can lead to a better Quality Score and a lower CPC. In the next section, we'll look into how optimizing your landing pages can further enhance your ad performance and contribute to a lower CPC.

Landing Page Optimization to Complement Google Ads

Once a user clicks on your ad, the landing page becomes the next critical factor that influences both their decision to convert and your overall Google Ads costs. An optimized landing page is not only crucial for conversions but also impacts your Quality Score, which in turn can reduce your CPC.

Alignment Between Ads and Landing Pages

The consistency between what your ad promises and what your landing page delivers is key.

  1. Message Match:

Ensure that the headline and primary messaging of your landing page closely match those of your ad.

Use similar language and terminology to create a seamless transition from ad to landing page.

  1. Visual Continuity:

Design elements such as colors, fonts, and imagery should be consistent with your ads to reinforce brand recognition.

Maintain a similar aesthetic to help build trust and confirm to users they've landed in the right place.

Enhancing Landing Page User Experience (UX)

The user experience on your landing page is critical to both keeping users engaged and converting them into customers.

  1. Loading Speed:

Optimize images, leverage browser caching, and minimize redirects to ensure your page loads quickly.

Use tools like Google PageSpeed Insights to identify and fix issues that could slow down your page.

  1. Navigation and Layout:

Provide clear, logical navigation that guides users to take the desired action.

Use a clean, uncluttered layout that focuses attention on the conversion elements.

  1. Mobile Optimization:

Ensure that your landing page is fully responsive and provides a smooth experience on mobile devices.

Consider the mobile-first approach since a significant portion of Google Ads traffic comes from mobile.

Clear and Compelling Call to Actions (CTAs)

Your CTA is the bridge between a user's interest and their action. Make it count.

  1. Visibility and Design:

CTAs should be prominently displayed and easy to find.

Use contrasting colors and design to make your CTAs stand out from the rest of the page content.

  1. Persuasive Text:

Use action-oriented, persuasive language that encourages users to take the next step.

Keep it concise and clear so users know exactly what to expect when they click.

Trust Signals and Social Proof

Building trust is essential, especially for users who are not familiar with your brand.

  1. Trust Badges and Certifications:

Display any relevant industry badges, certifications, or security seals to establish credibility.

Partner logos and affiliations can also add to the trustworthiness of your site.

  1. Testimonials and Reviews:

Include customer testimonials, user reviews, or case studies to provide social proof.

Real photos and names can enhance the authenticity of these trust elements.

Regular Testing and Optimization

Like with ad content, your landing pages should undergo continuous testing and optimization.

  1. A/B and Multivariate Testing:

Test different versions of your landing pages to see which elements perform best.

Experiment with different headlines, images, CTAs, and even overall layouts.

  1. Analytics and Feedback Tools:

Use tools like Google Analytics to gather data on how users interact with your page.

Consider feedback tools like heatmaps to see where users click, scroll, and drop off.

A well-optimized landing page not only provides a better user experience, leading to higher conversion rates but also signals to Google that your site is relevant and valuable to visitors. This can increase your Quality Score and thereby reduce your CPC, making your Google Ads campaign more efficient and cost-effective.

Finally, the level of competition for your targeted keywords can significantly impact your CPC. If there are many competitors bidding on the same keywords, Google will increase the CPC to ensure that the highest bidder wins the auction. Therefore, it's crucial to conduct thorough keyword research and target long-tail keywords that are less competitive. You can also use negative keywords to exclude irrelevant search terms and reduce your CPC.

In conclusion, lowering your CPC in Google Ads requires careful planning and execution. By monitoring your CTR, keyword quality score, landing page experience, and level of competition, you can optimize your account to put downward pressure on your CPC while maintaining a high level of performance. Remember that the cheapest keywords are not always the best option and that quality clicks are more important than the cost per click. For more tips and tricks on how to reduce your CPC, check out our YouTube video below.