A negative keyword prevents your ad from being triggered by a certain word or phrase that you don't want to show up for. Using negative keywords can help to reduce and improve your CPC by ensuring you are not bidding on irrelevant terms that are suffering from an unusually low Quality Score or on competitive, generic terms.
In the example above, these negative keywords would prevent your ads from showing for search queries that included "cheap," "free," or "fake. An effective way to reduce your CPC is by testing different ad positions and measuring the impact that it has upon clicks and conversions.
Taking metrics such as Quality Score into account, all other things equal, ad position no. There is more to bidding than just keywords. By leveraging ad scheduling, you can ensure your ads show at times of day when your customers are most likely to be active and convert. You can use these insights to put together a custom ad schedule that helps you to maintain and improve your average CPC whilst driving more conversions from your budget. You can apply bid adjustments both positively and negatively to change bids based upon the location that searchers are in.
If an area has a lower conversion rate, you can then adjust your strategy to maximize visibility where it makes sense to do so. These different match types control how tightly targeted the search queries that your ads show for are.
The more targeted your keywords are exact match , the more expensive your CPC will be. If you want to reduce your CPC, combine phrase or broad match keywords with a solid list of negative keywords to open up lower-cost opportunities and clicks.
Just as you can put in place bid adjustments based on locations and the time of the day, you can also increase or decrease your max CPC across mobile, tablet, and desktop devices. It is important to recognize which devices are providing what data.
While mobile devices attract the highest volume of clicks and impressions, you may find that searchers are just browsing on their phones and aren't converting. In this instance, you could apply a negative bid adjustment to reduce your CPC on mobile and raise it on desktops with a positive bid adjustment. Be sure to carefully dig into your data to make informed decisions about how your audience behaves.
It can feel frustrating when a business finds itself in a bidding war with competitors across its own name and product lines. All hope is not lost, though! There are many solutions, such as maximizing the use of extensions, improving landing page experience, and more can help bring down your CPCs. This great guide from Marta Turek can help to give you some ideas on how you can tackle this issue. When you are able to effectively reduce your cost per click without impacting visibility and clicks, you will see an increased level of profitability and ROAS from your campaigns.
Improve Your Quality Score 2. Use Negative Keywords Effectively 4. Test Different Average Ad Positions 5. Use Ad Scheduling 6. Use Geo-Targeting 7. Use Different Keyword Match Types 8. Use Device Adjustments 9. Combat Rising Brand Terms. This is another factor that Google will use to determine the quality score for your keywords and ads, so really focus on relevancy when building your campaign. Relevancy will also impact conversion rate, as bringing the wrong people to your site through irrelevant keywords may well boost your traffic, but it will also significantly increase your bounce rate, proving no value for money and actually damaging your campaigns.
Finding out the relevancy of your ads is simple. All you need to do is to go to your keywords tab and then hover over the speech bubble of each keyword to find out the ad relevance level. This will help to ensure that your landing page is of the highest relevance to the keyword.
Lowering your CPC is an attainable goal if you know where to make changes within your campaign. Everything you can do to direct traffic with a high purchase intent to your website will be beneficial. Latest Recommended Ebooks. Don't want to miss anything? Use Long-Tail Keywords 2. Use New Match Types 3. Try New Keyword Variations 4. Use Negative Keywords 5. Change Your Bidding Strategy 6. Lower Your Keyword Bids 7. Focus on Quality Score 8.
Make Your Ads More Relevant. The most simple and straightforward tool is Google Ads Keyword Planner. If you simply use an exact match keyword , [king size memory foam bed], then it will simply show up in searches specifically for a king size memory foam bed In theory!
Experimenting with different match types When trying different match types, just remember that broad match types tend to attract more traffic as well, due to being a much less-restrictive match type. Try New Keyword Variations Another great idea is to try out new keyword variations.
You may find that other, shorter keyword phrases show up as cheap. It's therefore vital that you frequently create new ads to compete against your winning ads. What do I mean by that?
Test them all! So you're seeing that your quality scores are going up and your ad ranks are going up as well. But sometimes Google decides to make you pay the same CPC as you did before. Why is that? Well, let's just say that I don't completely trust the automated system that is supposed to only charge you 1 cent more than the ad below granted all metrics are the same between you two. So when you have successfully completed steps , you can then start decreasing your CPC bids in small decrements.
And when you do so, keep an eye on your average position and make sure that doesn't suffer. You'll be surprised at how far down your CPCs can go while keeping everything else the same. Now you should be able to keep your high ad rank and decrease CPC for those keywords! Also, if you're able to decrease CPCs, then make sure you return on investment isn't suffering either. One thing people often neglect is their search query report.
When you take a look at this report, you're able to see all the keywords that your ads are showing for. And I have been told by several Google reps that the continuous addition of negative keywords allows the system to improve itself and also improve the overall health of your account.
It also narrows in on the relevancy of your campaigns and ad groups, taking you back to tip number 1. And on top of that, you'll stop paying for keywords you don't want to pay for! You can consider other areas for bid adjustments that can help decrease your CPCs.
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