3 min read

Reduce Your PPC Costs Overnight

First and foremost, the best way to think of Google AdWords is as a live auction. Like an auction, imagine that everyone is bidding on one item (keyword) and trying to get that keyword for the best possible price.

However, unlike an auction, it isn’t solely about who has the most money to bid, it is about being strategic with your bidding and making your money work smarter.

With competition being so high in AdWords, especially since the removal of the  right hand ads, it is essential that you are using best bidding practices correctly and consistently for success. If you’re bidding too high on a keyword, it can result in you blowing precious budget at a rapid speed with little to no ROI. If you’re bidding too low, it can result in you missing valuable opportunities for your business. It is all about seizing opportunities and getting the best ROI for your set budgets.

There are several ways, however, to cut costs and get the most bang for your buck:

 

Cut The Cost Of Your Visitors

Manage the cost and value of your customers through careful Cost-Per-Click optimisation. Use your Max CPC bid to increase or decrease your cost per click, where required, so that you can achieve an affordable CPC, whilst retaining a strong average ad position.

 

Turning Off Non-Converting Keywords

You are quite literally throwing money away by keeping non-converting keywords switched on, as you are getting nothing or little in return. Set keyword boundaries for your business based on its size and/or how much disposable budget you have.

 

Improving Quality Score

Google wants its users to see ads for products and services that they are actually interested in, supplied to them by quality businesses. Ergo, the higher your quality score is, the more your ads will be shown to prospective customers and the less money you typically end up paying. You can improve your quality score by adding in relevant ads and keywords and ensuring the ads all go to the most relevant landing page for that ad group. Put yourself in the shoes of your customer, remembering the user journey needs to be as painless and efficient as possible.

 

quality_under_the_magnifying_glass

 

Keeping Keyword Types Separate

Think about your keywords in detail. If you have several different match types in one ad group such as [cat], +cat and “cat” they will be bidding against each other, pushing your CPCs up as a result. Separate the different match type keywords into their own clearly labelled ad groups e.g “Cat – Exact Match” and add in cross-match negative keywords. You want to keep your AdWords account as clean and concise as possible, as clutter will inevitably cause problems for you later on.

 

Adding Negative Keywords

If you are using keyword match types outside of [exact match], you run the risk of driving irrelevant traffic to your website. Adding negative keywords to your AdWords account helps you to improve relevancy and click through rate, ultimately resulting in a higher quality score and lower CPCs.

 

Turn Budgets Down

Albeit obvious, this is probably one of the most important things you can do to cut daily costs. Two of the benefits PPC has over other marketing models are that you only pay for clicks and that you can set your own budgets. Ensure you set your budgets at an affordable level that you can sustain throughout the month.

 

Reduce Mobile Bids

Mobile generally has less competition than desktop, which means you can often acquire a higher position at a lower bid than other channels. Carefully assess what you can sensibly set your mobile CPC bids at, so you can still retain a high ad position.

 

Time of the Day

This is an important factor in successful AdWords bidding. It is easy to forget that potential customers have to go to work, do their housework, go shopping, pick their children up etc. and aren’t always by their computers. Check the dimensions in AdWords for the best performing days and times and the worse and increase or decrease your bids respectively for maximum impact.

 

time of the day

If you apply a combination of two or more of these simple changes, you are sure to notice a difference in your AdWords account spend.

The great thing about AdWords is that it is almost instantaneous, so you should start to notice a change in your costs within 24 hours.

Go ahead, start saving money today!

Need support with your Paid Media? Call our experts today.

Explore Our Services

DIGITAL PR 

Earn authoritative links and drive brand awareness with Digital PR

PAID SEARCH

Deliver instant traffic and revenue through Paid Search and Shopping

SOCIAL ADS

Reach new audiences and retarget existing ones on social channels 

CONTENT

Attract and engage website visitors with a well executed content strategy

Understanding and overcoming unconscious bias in the workplace

3 min read

Understanding and overcoming unconscious bias in the workplace

Unconscious bias still remains one of the most challenging barriers to achieving true inclusivity, especially in the work place. It can lead to a...

Read More
Summer Survival Guide for Remote Workers

4 min read

Summer Survival Guide for Remote Workers

Summer is FINALLY here. At least the meteorological summer is. And after many months of rain and cold weather, warmer and longer days couldn’t come...

Read More
Honchō Shortlisted for 4 UK Digital PR Awards!

2 min read

Honchō Shortlisted for 4 UK Digital PR Awards!

Honchō is thrilled to announce that we have been shortlisted for four prestigious awards at the UK Digital PR Awards! Read on to learn more about our...

Read More
Keyword match types in 2021

Keyword match types in 2021

In paid search, a keyword match type is what dictates how closely a keyword has to match with a search term for an ad to be considered for the...

Read More

1 min read

Adwords PPC Basics – Keyword Targeting

Welcome to another PPC Guide blog, this week I will be taking you through keyword targeting and the importance of directing the right keywords to the...

Read More

2 min read

Google turns focus to keywords in domain names

Google’s crusade for search engine quality isn’t up yet, it seems. Below is the recent video from Matt Cutts, head of Google’s webspam team. This...

Read More