6 Ways To Lower Google Ads CPC - How To Decrease Your AdWords Cost-Per-Click

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All right what's up everyone welcome to the Surfside PPC YouTube channel today...
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all right what's up everyone welcome to the Surfside PPC YouTube channel today i'll be going over six ways to lower your google ads cost per click so when you're trying to get your average cost down here so the average amount that you're paying for each individual click this is really what we're going to be going over today so i'm gonna be using examples within this ad account but first thing i want to do is go over the six methods so here you can see 6 ways to lower your Google Ad CBC so one is going to be to optimize for Quality Score factors so your ad relevance your landing page experience and you're expected click-through rate so a huge part of AD rank so every time you enter the Google Ads auction is your quality score and your bid and the way Google uses your ad rank is they're looking at real time factors for your ad relevance for your landing page experience and for your expected click-through rate so we've done a few videos recently on improving your quality score and how to improve improve some of these different Quality Score factors and all of them are gonna help you lower your Google ads
Cost per click because the higher your quality score is and the higher these...
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cost per click because the higher your quality score is and the higher these different factors are the lower you can actually bid for keywords so if you have 10 out of 10 quality scores across the board which isn't necessarily easy to do at all it means that Google Ads is gonna allow you to actually bid lower than your competitors whereas on the flip side let's say you have 5 out of 10 quality score across-the-board you're gonna have to bid higher than your competitors to achieve the same exact ad positions so you first want to start by optimizing for these different Quality Score factors number two is gonna be to create four ads per ad group number three is use all relevant ad extensions for use max CPC bids for your bidding strategies or lower your CPC bids altogether again these can be a little bit more difficult if you are trying to hit a certain budget five is gonna be use the keyword planner and I'm gonna show you how to do this to kind of find different keywords for your website for your business that you can actually bid a little bit lower on and number six is gonna be the target and optimized for longtail keywords so just another thing that you can do and I'm gonna give you a
Few examples for everything here so I will be referring back to this a little...
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few examples for everything here so I will be referring back to this a little bit but we're gonna start over number one optimize for Quality Score factors and it kind of goes right into number two and three which is going to be to create four ads per group and use all relevant ad extensions so we're gonna come over here to Google Ads we have our search campaign open here this video is gonna be more geared towards search campaigns I can do a separate video on display campaigns and try to how to get your display advertising campaign average cost per click a little bit lower as well but what we're gonna do here first is click on our campaign here and you can see our each individual ad group you can see we have some data for each ad group here most of its going into farmhouse cabinets right now we have some for farmhouse shelves as well you can see our click-through rates and you can see our average CPC right here so you can see our average CPC for the entire campaign is 42 cents over the last 30 days and you can see some ad groups are a little bit higher than others some are a little bit lower than others so what we want to do first is come into keywords here and if we scroll over here a little bit to the right hand side we can start to look at our different
Quality score for each individual keyword so you can see for shelves we...
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quality score for each individual keyword so you can see for shelves we have a higher quality score here so this is actually the keywords that we've been optimizing for a little bit in our videos and the three different factors here so expected click-through rate landing page experience and add relevance so what I'm gonna do first is show you how you can create advertisements in each individual ad group so that you can improve your ad relevance so we come over here to farm house shelves and we're going to come into ads and ad extensions so what you can see is we have four different ads in this ad group we have two expanded text ads we have two responsive search ads and what you're able to see right here is they're serving this one the most it has the second highest click-through rate and this one is getting served a little bit less that click-through rate is three point eight five percent so maybe it'll start getting served a little bit more as we go the reason I like to say to create for ads per ad group is because you can create two responsive search ads and two expanded text ads and the other thing you can do is improve your landing page experience by using several different landing pages
With your ads so generally what I do is I'll create one expanded text ad one...
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with your ads so generally what I do is I'll create one expanded text ad one responsive search ad and then I'll duplicate them and I'll send traffic to two different landing pages so if we click on this one right here you can all open the landing page and if we click on our other one down here at the bottom I'll open the landing page so these are two of the same advertisements one of them is going to a page on our website that is actually showing our Paige so you can see home shop farmhouse shelves so people can kind of click through and look at some of these different pages on our website now the other page if we go and click on it you can see it's more of a blog posts style post so people can come here scroll down they can see different farmhouse shelves for sale not as interactive as this one maybe because this one they can actually click on the exact type of shelf that they're looking for whereas this one is just gonna be more of a list of products so a couple different ways that you can create landing pages and also set up multiple ads in each individual ad group so if you're trying to lower your cost per click you really need to be testing different landing pages and you need to be testing different advertisements over
Time Google is going to continue to serve my top performing ads here so you...
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time Google is going to continue to serve my top performing ads here so you can see if this one continues to have a very high click-through rate even if the average cost per click is a little high for that one individual click obviously as you get more and more data you can really optimize a little bit easier I have such a low budget on this campaign I'm just kind of using it for an example for these video tutorials so what I can do is with these different ads here and different landing pages it should help me improve my click-through rate as well so I'm kind of looking at all three different factors here so ad relevance landing page experience and expected click-through rate so all that is gonna help me optimize for my quality score factors and creating four ads per ad group is one of the best ways to do that a quick break from our video for one of my favorite marketing products and that's spyfu you go to Surfside PPC comm slash spyfu you can enter a competitor's website or you can enter your own website and you can see all the information you would ever need about organic search traffic or paid search traffic so you can spy on your competitors see some of their top organic keywords see some of their top
Paid keywords see how much they're spending for Google Ads every single...
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paid keywords see how much they're spending for Google Ads every single month and how much search engine optimization traffic they're getting get competitor research data in Google Ads so you can monitor your pay-per-click competitors and for search engine optimization you can not only research your competitors search engine optimization keywords you can also track your own keyword rankings and the best part about this tool is that pricing starts at just 39 dollars per month and goes all the way down to 33 dollars per month if you choose to be billed annually now I highly recommend spyfu you can use this product to grow your business so just go to Surfside PPC comm slash spy phoo I use this tool as well and I've been using it to grow my own businesses recently and I can highly recommend it now back to our video now number three is gonna be to use all relevant ad extensions and you also want to use ad extensions at the ad group level so if I click back over here we have our ads we can click on extensions so you can see that my extensions are really geared towards this individual ad group so wall shelves hook shelves floating shelves
Shelf brackets that's just site links here you really want to use every single...
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shelf brackets that's just site links here you really want to use every single extension type that's relevant for your business so if you're receiving phone calls use call extensions if you can receive messages then use message extensions if you have a physical store location or affiliate locations you want to use those extensions as well you also want to use price app review and promotion extensions if any of them apply to your business so I'm not able to use a lot of these but you really want to apply every single ad extension because it's really gonna help lower your cost per click as well not only does it improve your click-through rate but it improves your quality score as well so you can see after I've done some optimization for this individual ad group and I go back to keywords my farmhouse shelves keywords are pretty optimized right now with 8 out of 10 quality scores these other ones are 6 out of 10 so basically what I need to do is make sure I can improve my landing page experience a little bit for these ones so one thing I might want to do is separate them out into their own ad groups so that I can improve the click-through rate a little bit and improve the landing page experience so that's really where you want to start when you're trying to lower your cost
Per click is start by trying optimize for quality score a little bit better...
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per click is start by trying optimize for quality score a little bit better over time so what we're gonna do next is you want to start lowering your bids a little bit if you're bidding a little bit too high for your keywords so I'm using a portfolio bid strategy here so what that means is if I click on tools' and under shared library we click on bid strategies so this is the bid strategy that I'm using for this campaign it's my farmhouse goals search target return on adspend bid strategy and what I can do is if I scroll down here a little bit and I click on settings I can click on Advanced Options so I have my target return on adspend here one thing you might want to do is lower your maximum bid limit so my maximum bid limit is pretty high right now at 3 dollars so if I really want to lower my cost per click I can set this to maybe one dollar and we can see if we still spend our average daily budget every single they and if not we can continue to increase this a little bit you can also play around with your return on adspend a little bit and maybe lower it a little bit so maybe I go to 125 percent lower my maximum bid limit so basically what
That's saying is Google ads can bid a little bit lower for my keywords and I...
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that's saying is Google ads can bid a little bit lower for my keywords and I can lower my target return on adspend slightly for now and then as I get my cost per click down a little bit for my campaign I can start to increase my target return on adspend as well a lot of this is also going to depend on budgeting if you're trying to spend a daily budget of let's say $100 or more you might have to increase your cost per click a little bit you might have to increase your maximum bid limit a little bit here because otherwise you're just not going to spend your daily budget so another way to kind of decrease your cost per click is to lower your daily budget slightly but that might just not be something you want to do because you want to make sure that you're keeping your conversions on track with maybe what you've driven historically for your campaign so I come back over here at a bid strategies may be something that I want to do is come to enhance CPC so I want to use this for my campaign instead of her to target return on adspend will click on done and we'll just do enhanced CPC and we'll click on save so now we have an enhanced CPC bidding strategy
That we're gonna be using rather than our target return on adspend bid...
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that we're gonna be using rather than our target return on adspend bid strategy so we can come back over here so under settings you can see max CPC is just one cent right now it's set to so maybe I just set my max CPC at 75 cents so it's gonna say large increase cuz it was just one cent we'll click on save okay so now we're bidding 75 cents if we come over here to keywords so it's gonna be bidding 75 cents for each individual keyword in our campaign you're gonna be see some of these are lower than the first page bid and that has to do with our quality score as well which is why you really want to optimize for that first you can see our max CPC right here is 75 cents now I prefer to just use the target return on adspend bid strategy but this is just another way that you can you incorporate a bidding strategy for your campaign if you're not able to use target CPA or target return on adspend yet now ideally what you do is you just stay here in bid strategies and you use this target return on adspend bid strategy so I'm gonna do is just remove this one real quick click on okay
Okay so now we're just back to our other words target return on adspend bid...
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okay so now we're just back to our other words target return on adspend bid strategy now you really do want to be using target CPA or target return on adspend you want to set your proper whatever it is that you're driving whether you're driving leads whether you're driving sales so for this I try to target a specific return on adspend and you can lower that max CPC bid limit over time by going to bid strategies and go into advanced options and just lowering that bid so that's gonna lower the bid across the board for your entire campaign okay so now for the last two what we're gonna be doing is going into keyword planner and if we click on find new keywords here what I like to do is just enter my URL so I can just do farmhouse goals comm will do entire website and we're gonna click on get started so one thing we're able to kind of see is you can look at top of page bids so the low range and the high range so what I can do is make sure for my specific website that I can bid on keywords for my website that are a little bit lower on the top of page bid high range side so something like 33-inch fireclay farmhouse saying
Doesn't get a ton of average monthly searches here but you can see the top of...
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doesn't get a ton of average monthly searches here but you can see the top of page bid is pretty high at $3.62 now we can also just look at average monthly searches and then since I'm targeting farmhouse keywords I'll add a filter here we're gonna say keyword text must contain farmhouse okay we're gonna click on apply now so it's gonna show us the top farmhouse keywords related to our website so you can see sink decor coffee table so what I can do is look at average monthly searches and maybe what I want to do is add another filter so if we come over here to filter again and what we can do is say at the top of page bid high range so we want it to be less than or equal to and we'll say one dollar and fifty cents I mean click on apply so now it's only gonna pull keywords that contain farmhouse we have it by average monthly searches and the top of page bid high range must be only a dollar fifty or less so we have to core wall decor Christmas decor table legs so that'll help me kind of guide some of the different ad groups I can create for this campaign and make sure that my cost per click is a little bit
Lower so that's one way you can do it now one thing you might run into is...
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lower so that's one way you can do it now one thing you might run into is let's just say for example you're trying to get new marketing clients for example so it tends to be a very competitive keyword so if I do something like PPC management let's say Google Ads management PPC advertising company and we'll say PPC agency so we're just using these four keywords for our example we click on get results you might find that the top of page bids are extremely high so for some of these it's showing a hundred dollars which is really high but let's just keep scrolling down a little bit I'm gonna come to keyword by relevance rather than average monthly searches so you can see for some of these keywords fifty one dollars and seventy eight cents forty one dollars that's for a single click so this is why I don't necessarily advertise for PPC management at all for Surfside PPC cuz that's just an outrageous amount of money that some advertisers are spending so what you would want to do I mean really ideally you want to drive organic clients but what you would want to do is
Try to find more longtail keywords so if you're using some of these options here...
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try to find more longtail keywords so if you're using some of these options here like PPC management Google Ads management the best way to do it in my experience is to find keywords like let's say PPC agency and you would do New York City so you would try to find some of these different options here and then you would want to use cities near you so for example I'm in South Carolina right now so I would do something like PPC agency and we could do Charleston SC we could do PPC agency Columbia so maybe I want to do PPC agency Charlotte so a little bit further out but people who kind of look up some of these keywords they would still would be fine with having a company like mine so you can see PPC agency Charlotte it's only showing ten average monthly searches but we could probably find some different keywords like pay-per-click advertising services and Charlotte pay-per-click management services in some different areas like that and that's really what you would want to do is try to find some of these longtail keywords for your business and you can also as you're running your
Campaign so we're gonna come back over here to Google Ads...
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campaign so we're gonna come back over here to Google Ads as we're running your campaign you can come in here to keywords so you're seeing the keywords that we're targeting so some of them are kind of really short tail keywords farmhouse shells farmhouse copper sinks come in to search terms and that's gonna help you find even more longtail keywords so mantle farmhouse floating shelf so as you can find more impressions for some of these different keywords here so maybe farmhouse china cabinet farmhouse corner cabinet farmhouse cabinet hardware so I could try to get my CPC down a little bit by really optimizing for some of these longtail keywords because the majority of advertisers are really focused on short tail keywords so those are the few different options when you're trying to lower your cost per click ultimately it really comes down to Quality Score so what you want to do is make sure that you have really tight ad groups really relevant ad groups and organized ad groups and you're using multiple ads and ad extensions at the ad group level so I like to use for advertisements I like to test multiple
Landing pages because what Google's gonna do is continue to serve my top...
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landing pages because what Google's gonna do is continue to serve my top performing advertisements over time and then if you find yourself in a scenario so we're gonna come back over to the keyword planner here where you're really having trouble with some of these different keywords that advertisers are bidding extremely high on you could try to use some of these filters so you're just gonna say top of page bid the high range and you just want to find bids that are lower than a certain level so you want to say top of page bid is less than or equal to and let's just say $15 here for example for some industries you really don't have a choice you're gonna be paying a lot for every single click to your website so we could see there's a few different options here that might be decent so AdWords Google management so there's actually nothing here so pay-per-click website so maybe you want to try to optimize for a keyword like that pay-per-click packages so maybe you want to put a few packages together marketing companies so it's a little bit less marketing agency so again it's gonna be a little bit more broad here see Google AdWords provider so you might want to try to optimize for some of
These keywords that aren't getting as many average monthly searches so you can...
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these keywords that aren't getting as many average monthly searches so you can really just try to stand out a little bit from the crowd advertising agency best PPC advertising agency now this is why I don't really advertise for these keywords that often because it becomes very competitive because you're ultimately competing against other marketers as well who have really optimized marketing campaigns because that's what they do for a living so it can be really competitive in some industries like lawyers like insurance like marketing software all these different industries it's gonna be really hard to lower your cost per click to some like five ten dollars but you might be able to optimize for some of these really long tail keywords so you could just see something here digital marketing company Maryland I've set up entire campaigns targeting 15 different cities with PPC advertising services PPC advertising agency Google Ads management in each individual city or you could do digital marketing company in each individual city but you really want to focus on the services that you are providing so you can kind of do that
Because then you're gonna reach people in those local markets as they're kind...
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because then you're gonna reach people in those local markets as they're kind of looking for local companies to them and even if you're not right in their city that's fine because I've been able to land some of them as clients over time but that's just another option that you can do rather than targeting something really competitive like Google Ads management PPC advertising company you can kind of add some add on some additional keywords there and you can again use the keyword planner to find some of those other keywords here so if you do Google Ads management and enter different cities that's one way you can do it and make sure you have relevant ads and relevant landing pages and you continue to optimize for your Quality Score over time ultimately the best way to lower your cost per click is either lower your bids altogether with your bidding strategy or you come in here and you make sure that the keywords that you are targeting are as relevant as possible and you continue to optimize for some of those longtail keywords so thanks for watching my video today and make sure you subscribe to the Surfside PPC youtube channel

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