There are few variables as important to your PPC campaign as your cost per click (CPC).
It represents what you’ll pay for each user who clicks on your targeted ads – which means a difference of even a few cents can add up to thousands of dollars in a large-scale campaign.
Unfortunately, you can’t directly manipulate this variable the way you can, say, the number of ads you run or the total budget of your campaign. Your CPC is determined by Google (or the advertiser of your choice, though we’ll be mostly focusing on Google in this guide).
But you can influence your CPC with the right strategies.
And if you’re persistent, you can bring it down to a very reasonable number.
So how do you do it?
Why should you care about lowering your cost per click in PPC?
The obvious benefit is that it can save you money.
Think about it; if you can maintain a consistent conversion rate, with a consistent conversion value, a lower CPC will lead directly to a higher ROI for your strategy. It’s a lower cost basis, with all other factors being (mostly) equal.
Lower CPCs can also help you target better keywords more aggressively, make the most of a thin budget, and compete with rivals that would otherwise outspend you easily.
In this guide, we’ll focus on several tactics that can help you lower your CPC. These factors can be grouped into two main categories:
We’ll start by focusing on your Quality Score; again, the higher this rating is, the lower your CPC should be.
In this section, we’ll be focusing on Quality Score in Google Ads. Keep in mind that other PPC platforms have similar advertiser ratings that may function differently.
According to Google, Quality Score is typically calculated based on three factors. Each of these three factors is rated as average, above average, or below average.
Above average ratings in all three areas should lead to a higher Quality Score, which in turn, should lower your CPCs.
Here are some of the best tactics you can use to boost your Quality Score reliably:
Let’s say you’ve maxed out your Quality Score and you’re still not satisfied with your CPC.
What can you do?
A secondary option is to avoid high-demand niches and limit your competition.
Apart from strategic business decisions (like a full pivot), these are your best tactics here:
Do you want to lower your overall CPC?
Do you find yourself hoping for a more cost effective, higher-ROI PPC campaign?
Are you unsure where to start?
PPC.co has the experts who can help – so contact us for a free consultation today!