3 ways to reduce your Google Adwords cost-per-click
We also explained how high QS doesn't just mean your ad gets a higher
position on Google, but you actually pay less each time someone clicks on it.
How to give your
Google Quality Score a big boost:
Below are three
tips on how to increase your quality score (and hand less money over to Google
each time a viewer clicks on your ad!):
Split-test
different variations of your advertisement:
1. Split keywords into smaller, more
targeted ad groups of about 15-20 related keywords.
2. Create an ad for each keyword group
using different descriptive words/calls to action.
3. Turn off ad optimization, monitor
your ads, and after a week.
4. Choose the best performing one.
5. Delete the other ads.
Play around with
different keyword matching options:
There are 4
different options that determine which Google searches can trigger your ads to
appear. They are:
Broad Match:
Allow your ad to be displayed on similar phrases, incorporating any
variations of your keywords. E.g. If your keywords were ‘big red car’, your ad
could appear on searches like ‘big car’, ‘big red’ and ‘red car’.
Phrase Match:
Only allows your ad to display on searches that match your exact phrase,
but will include extra parameters. Using the example above, but as a phrase
match would mean that your ad would display when a user searched for ‘big red
car’ exactly as well as searches like ‘buy big red car’ and ‘big red car
brands’ etc.
Exact Match:
As above, your ad will only be displayed on searches that match the exact
phrase, however will not include extra parameters. The searcher must be looking
for ‘big red car’ exclusively.
Negative Match:
This will ensure that your ad will not show in any search that includes
the term. E.g. adding a –America to the ‘big red car’ search term will mean
that any searchers looking for a ‘big red car in America’ will be not see your
ad.
By testing different match variations you can work out which one will
increase your click throughs and conversions. Alternatively, which one will
narrow the search so that you receive more targeted people clicking on your
ads.
Pay attention to your landing page:
1.
Ensure that the search keywords match the web page where you send your visitor.
There's no point for someone who's clicked on an ad for #big red car# to be
taken to a page about ‘small blue cars’.
2. Make sure your landing page (web page) is optimized using the
same keywords you are targeting in your campaign.
Use Google’s free keywords tool to
make sure the keywords you are using on the page are considered relevant by
Google.
3. Correct any navigational issues
so that the visitors can easily find the information they're after.
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