Are you looking to maximize brand awareness? Perhaps you want to generate more website traffic to improve your conversion rates? Or maybe you want to boost a digital marketing campaign or notify potential customers of a new product or service? Regardless of your online marketing goals, paid search is the quickest, easiest way to go about accomplishing them.
The wonderful part about paid search is the fact that it is up to you to decide your budget. The question is, how can you get more bang for your buck? What techniques can you implement to reduce your cost-per-click? Here are the facts that you need to know.
Lower your bids
It is wise to say ‘no’ to automated bidding. While it can save you a lot of time, there is a good chance that you will wind up paying more per click than you need to be. Take action to manually lower the maximum cost-per-click that you are willing to pay and you will notice an immediate reduction in your campaign average cost-per-click. You will then be able to accumulate a higher number of clicks without having to up your budget.
Experiment with different keyword variations
Most business owners who are just starting out with paid search will assume that the only way in which to make PPC worthwhile is to bid on keywords with a significant search volume. Unfortunately, these will always be the keywords with the highest competition and, therefore, the ones that come with a higher cost-per-click. Save yourself some money by conducting more in-depth keyword research to find variations of popular keywords that have low – medium competition. That way, you will still reach a substantial number of people without having to blow your budget in one go.
Not well-versed in the art of keyword research? You should definitely partnering with a digital marketing agency, like clickintelligence.co.uk, to guide you in the right direction.
Only work with long tail keywords
Long tail keywords are very specific key phrases that usually comprise four or more words. Most people who enter long tail keywords into the Google search bar have a good idea of what they are looking for and are a lot more likely to make a purchase based on the results of their search. What’s more is that by targeting long tail keywords in your paid search campaign, you will benefit from a higher quality score, lower competition, and a lower cost-per-click.
Not sure how to discover long tail keywords that also have a worthwhile search volume? The simplest and cheapest option is to engage Google Suggest by typing in basic keywords and seeing what pops up from there.
Reassess your bids
Bids go beyond keywords. In order to effectively reduce your CPC, you also need to take into consideration the following factors:
- Which days often boast the highest conversion rates
- Which devices your potential customers are using to browse
- At which time of the day engagement is at its highest
Adjust your bids accordingly and you will save plenty of progress.
Good luck!