Creative,  Digital

How to reduce spend on Google’s Pay Per Click (PPC)

If your Google PPC costs appears to be continually escalating, just to guarantee your ad is shown on page 1, there is another means of getting there.

Google’s Quality Score directly affects how much you pay for your Cost-Per-Click (CPC). Raising your bid amounts and daily limits will always help, but when you are on a limited budget, this is unsustainable in the long term.

So how can you lower your spend, whilst increasing your quality score?

There are a number of things you can do;

  • Ensure the ad has a call to action within the advert text to encourage engagement, ie. “Call Now”
  • If you are not an e-commerce store, mention your physical location — this will guarantee relevancy of the ad, and a potentially higher click through rate (CTR)
  • The words in the ad need to be mentioned prominently on your landing page
  • Make sure there is a call to action on the landing page, which will help increase your ROI
  • Check that you have good metadata on the landing page so that Google can authenticate relevancy
  • Schedule your ad so that it is only shown during times when you are likely to get traffic from it, e.g. if you are a UK business, you could schedule it to run from 8am to 9pm
  • Add callout extensions that showcase the benefits of your business / product / service e.g. Free Delivery, 30 Years’ Experience etc. This should encourage the prospective customer to click on your advert
  • Add Sitelink extensions to your ad to provide an option not only to click through to your landing page, but also to other pages on your website
  • Create a list of negative keywords. These are words or phrases that you do not want your ad to be found for, as these will waste your budget from the outset. An example of this is an ecommerce site setting ‘review’ or ‘testimonial’ as a negative keyword for a product that they are selling

Google validates, via metadata and page content, whether your link corresponds to your ad, to ensure the user will reach a page that will provide the information they are looking for.

Implementing all these factors will increase your Quality Score for each keyword, which means the cost for each click will reduce.

Now you can relax a little, knowing that you have optimised your campaign to maximise the amount of clicks for your monthly PPC advertising budget!