It sounds like you’re doing a solid job managing your Google Ads, but a CPC of $1.80 could be optimized further. Here are actionable steps to help lower your CPC while maintaining (or even improving) your ad visibility:
1. Improve Your Quality Score
A Quality Score of 6–7 is decent, but there’s room to push it to 8–10. Here’s how:
- Refine Ad Relevance: Ensure your ad copy closely matches the keywords you’re targeting. If a keyword is “vegan leather bags,” mention it in the headline and description.
- Landing Page Optimization: Make sure your landing page is fast, mobile-friendly, and offers content highly relevant to the ad and keyword. Add the targeted keywords naturally on the page.
- Click-Through Rate (CTR): Write compelling, action-oriented ad copy to encourage clicks. Use numbers, offers (e.g., “20% off”), or urgency (“Limited Time”).
2. Segment Keywords More Specifically- Use Exact Match Keywords: If you’re using broad match or phrase match, switch to exact match for high-cost keywords. This will reduce irrelevant clicks.
- Negative Keywords: Regularly analyze your search terms report to exclude irrelevant queries that might be inflating your costs.
3. Revisit Your Bidding Strategy- Switch to Target ROAS (Return on Ad Spend): If you can track conversions accurately, this ensures you’re only bidding based on the return you expect.
- Bid Adjustments: Lower bids on devices, locations, or times where conversions are lower. Increase them where performance is strong.
4. Competitor Analysis- Spy on Competitors’ Ads: Use tools like SEMrush, SpyFu, or Google’s Auction Insights to see how competitors structure their ads and what keywords they target. Adjust your strategy accordingly.
5. Focus on Long-Tail Keywords- Long-tail keywords (e.g., “affordable vegan tote bags for women”) often have lower CPC and higher conversion rates because they attract users with clear intent.
6. Test and Refine Your Ad Copy- A/B Test Ad Variations: Run different versions of ads to see which headlines, CTAs, or descriptions yield a better CTR.
- Include Ad Extensions: Use sitelinks, callouts, and structured snippets to improve visibility and CTR without increasing CPC significantly.
7. Audit Campaign Structure- Group your keywords into smaller, tightly themed ad groups. This helps you write more focused ads, improving ad relevance and CTR, which can lower CPC.
8. Optimize for Mobile- Check your mobile performance. If your ads perform poorly on mobile but have high costs, adjust your bids or create mobile-specific campaigns and ads.
Visual Example: A Sample Negative Keywords Strategy
If your brand sells “vegan leather bags” and you notice clicks for “genuine leather bags,” add “genuine” as a negative keyword to avoid irrelevant clicks. Here’s a code snippet to add negative keywords:
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genuine
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real leather
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faux leather alternative
Final Thoughts
Tackling CPC involves a mix of refining your Quality Score, narrowing your targeting, and optimizing bidding strategies. Keep testing and iterating until you find what works best for your campaigns.
If you need any other assistance, feel free to reply and I will try my best to help.
Best regards,
Daisy