5 Ways to Lower Your Google Adwords Cost Per Click
BTP Digital Group shares 5 simple steps that can help lower your Google Adwords overall Cost Per Click. Whether your dealership is looking to drive website traffic, get the phones ringing or grow car sales, BTP’s PPC ( Pay-per-click ) management platform can help.
Cost Per Click: 5 Ways to Lower Your Cost
1) Page and Ad Relevancy
A great way to lower your Cost Per Click cost is by taking a closer look at your dealership’s ads and keywords to see if they directly relate to the content on your webpage, especially the landing page where your users are being directed to. When guests see your car ad, they should automatically know what kind of product or service they’ll find on your site. To encourage you to create relevant ad campaigns that accurately represent your car inventory or services, the AdWords pricing system is partly based on relevance. A highly relevant ad, keyword list, and landing page is generally rewarded with a higher position on the page
2) Quality Score
According to Google, another way to lower your Cost Per Click cost is to focus on raising your landing page’s Quality Score. You can monitor your campaign’s Quality Score ( based on a 1-10 scale ) and ad analytics ( click through rate, ad relevance, and landing page experience ) in the “Keyword Analysis” field of your adwords account. The more relevant your ad copy and landing pages are to your site visitors, the more likely it is that Google will reward you with a higher Quality Score. Quality Score is an aggregated estimate of your overall performance in ad auctions.
3) Click Through Rate
Another feature that influences a lower overall Cost Per Click is how well your Click Through Rates is. Click Through Rate ( CTR ) is a ratio showing how often people who see your ad end up clicking on it. CTR can be used to determine just how well your keywords and ads are performing. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR). According to Google, a high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword’s expected CTR, which can affect your Cost Per Click cost and most importantly your ad position in search. What makes CTR such a powerful indicator is that you can use the field to determine which ads and keywords receive the highest success and which need to be improved upon. The more your keywords and ads relate to one another and to your dealership, the more likely a car shopper is to click on your ad after searching on your keyword phrase.
4) Lowering Your Bids
Now that your dealership’s Adwords campaign is producing and you have gathered enough tangible analytics, you can begin to lower your max bids to help lower your overall Cost Per Click. However it is important to adjust your bids wisely as your ad position may begin to rank lower on the browser page which can lead to less conversions. BTP’s SEM team recommends finding a few top performing keywords and lowering their bids by only a few cents. If you find that this works, you can lower those keyword bids even further until you see that your ad placement is effected.
5) Negative Keywords
By now your dealership’s ad campaign should be running smoothly and your Cost Per Click cost should be at a desirable spot. However it is important to further mold your campaign by focusing your attention on Negative Keywords. Negative Keywords can help your dealership reach the most interested car buying customers, reduce your ad budget costs, and increase the return on your dealership’s investment. Negative keywords or keyword exclusions also help ensure that your ad won’t be served to people searching for or visiting websites about things you don’t offer.
Let Us Help
Are you not seeing the return on your dealership’s ad campaign investment? Need help managing your Adwords account? BTP Digital Group’s team of SEM consultants are here to help. Give us a call today 408-335-0065 or visit us here.