So, you have been running Google Ads campaign for a long time and you start seeing a gradual increase in your average CPC. This rise in CPC can result in advertisers having to spend more on clicks then they were spending earlier and can hamper the ROI. To master the art of getting more clicks at less cost one should audit the Google Ads account in a more detailed manner. Here are some tips that can help advertisers in saving on ad spend and maintain healthy ROI for the campaigns:
1) Change your Bid Strategy to Manual
Many Newbies make the mistake of selecting automatic bidding and not religiously following the campaign post that. Well, there is nothing wrong with selecting automatic bidding, but keeping it as a long-term strategy is not an ideal thing to do. The advertisers should change the bid strategy to normal to have more control over the campaign and its cost. The manual Bid strategy is flexible for advertisers to change and lower the bids for low performing keywords that are contributing to ad spent but not converting. It is up to the advertisers to select the keywords that need to be given a cut in bids, you can also select the keyword bids according to funnel stages.
2) Optimize bids accordingly
Google Ads is an auction-based ad platform meaning many advertisers are bidding on the same keyword to get their ads on top. But is it wise to win at Google ad auction at a high price with no significant Returns? If your campaigns have been running for a long time and have gathered significant data along then you can use it to better your campaigns with respect to bids and its optimization.
Location: When looking to optimize for locations one should dive deep into city-wise data to ascertain the cities that are contributing to rising costs without conversions or fewer conversions. We should either remove the cities or lower the bids for them by 20%.
Devices: Devices Report is an important aspect of Google Ads monitoring. It has been seen that Mobile bids are cheaper than Desktop bids. The real adjustment we need to make is to analyze the data and check which devices are proving and contributing to sales and check their average CPC as well. We can adjust it by increasing or decreasing the bids by percentage. Ideally, the devices that contribute to conversions we need to raise their bids so that our ads are shown more often for the same.
Days: Days report can definitely help the advertisers in saving money if analyzed correctly. We need to analyze the average cost per click each day and filter down the days where the average CPC was the highest. Now if those days are returning great ROI in line with the targets than it is fine but if not then the days can further be analyzed for the time where the sales are less and an ad schedule can be put up. Generally, B2B organizations prefer to run their ads on only working days whereas E-Commerce likes to run their ads 7 days a week with weekends being the priority for them.
Hour of Day: Hour of day can tell the advertisers the time periods that are more profitable to run ads on. The advertisers can find out when their ads have been more profitable and adjust the bids accordingly.
3) Creating Remarketing Lists
Remarketing is a great way to bring back the traffic that did not take the desired action on the landing page and exited it. It is always cheaper to acquire and convince the returning visitor than to spend time acquiring new visitors daily. The remarketing campaigns are always less expensive than the normal ones. In Google Ads, one can even use Remarketing Lists on Search Ads and display ads to bring back relevant traffic to the website. We can judiciously use custom combinations in arriving at the Remarketing Lists and select the appropriate campaigns where the lists would be used. For Example, We can create a list of visitors that have exited the shopping cart or visited a specific page on the website in the last 30 days.
4) Improve Quality Score
Quality Score is one of the deciding factors when the competition is high among the advertisers and can dictate how much more or less you pay compared to your competitor. Quality Score broadly consists of 3 metrics that are taken into consideration. One is Landing Page Experience, second is Expected Click Through Rate and third is Ad relevance. It is always better to run a keyword planner before running any campaigns and to inform the clients on the competition level and the average CPC that may rise gradually. The advertisers must focus on improving the quality of ads with respect to search queries they are getting and the selected keywords. The Quality of Ads can help with increasing the ad relevance. The advertisers must work with developers to optimize there landing pages according to keywords they are targeting and avoid one page for all approaches.
In any PPC platform, there is always a scope to better the campaign from what it was earlier. The advertisers should test multiple ad copies and record and analyze the data for its interaction with the users. In any platform, it is never set up and shut case and you need to try different combinations with respect to bids and its strategy, the ad copies, the targeted keywords and locations, audiences, etc. It is a good strategy to start with less budget and then scale up the campaigns. Less budget doesn’t mean you start a campaign from budget below par but just run your campaign through keyword planner and see what Google recommends a good budget to be. We need not select the budget that Google Recommends but keep it in proportionate to arrive at our desired budget.