Everyone knows how to optimize a website, but not everyone knows how to optimize their PPC campaigns. If you’re familiar with the process, you know that Cost Per Click (CPC) is the rate advertisers pay for every click on an advertisement. It’s an important metric because it shows you where your ads are most likely to be clicked on.
There are some best practices for optimizing CPC for search engine optimization (SEO) purposes, such as using long-tail and negative keywords, but just because it makes sense doesn’t mean that it will always work. Not every advertiser in the market is interested in doing SEO, so sticking to best practices isn’t going to provide you with the best possible results. The following are the 3 tips on how to pay less for your Cost Per Clicks CPC on PPC campaigns.
Change Your Bidding Strategy:
Certain bidding strategies can be better for your PPC campaign than others. The amount that you bid doesn’t directly correlate with how much you’re earning, but there are some ways in which changing your bidding strategy can help you save money.
One of the key things that you should remember when setting up a new campaign is to not change all at once. Only make small adjustments to increase your CTR, reduce the length of time that your ads stay on screen, and use negative keywords to decrease the competition. It would help if you changed slowly and gradually over time not to disrupt your campaign too much.
You can use search terms to modify your bids, but you should also learn how to rewrite your keywords. You can use some strategies to make your PPC campaigns more effective, and they’ll cost you much less than changing the bidding strategy all at once.
Try New Keyword Variations:
When creating a new campaign, it’s always a good idea to try out different variations of your keywords before you go live with them. Even if you don’t end up using a particular keyword, there are still ways that are searching for a particular term can impact your PPC campaign.
Think about how the different combinations of your keyword can affect the total number of impressions you’re receiving. It might be a good idea to stick with the exact term, but you can also try using synonyms or related terms to help optimize your impressions and increase your CTR. If you don’t change anything, then there are some things that you can control to improve your CTR and make sure that you’re spending as little money as possible on every click.
Use Negative Keywords:
Negative keywords are the biggest way to reduce the money you spend on Cost Per Click (CPC) campaigns. Some keywords are not worth bidding on, even when you use negative keywords, so you should have multiple options for each term.
Just as with every other aspect of your PPC campaign, negative keywords will vary depending on the industry that you’re in. If you don’t know what to look for or evaluate it, this can be one of the most overlooked parts of the process. Take a minute and read up on what you can do to improve your campaign before potentially wasting money by running a bid that doesn’t fit your business goals.
Consider what you want to get out of your PPC campaign and ensure that you’re writing great ad copy that will turn those eyeballs into clicks.