Every AdWords advertiser is usually looking for a way to decrease their click costs. When in reality most PPC advertisers wake up in the morning to find their costs per click climbing higher and higher and soaring to ridiculously high levels. Many people get very frustrated at this point and end up shutting down their campaigns. What most people don’t understand is the reason Google keeps charging a lot more per click is because their AdWords campaigns have some big problems and these big problems are causing penalties from Google. That’s right; you’re being punished by Google. Below are the primary reasons that your campaigns are suffering from Google’s wrath as well as what you can do to get back on Google’s good side.
Firstly, you need to understand that Google is totally obsessed with “Relevancy”. In PPC management Relevancy is definitely the key to either succeeding in AdWords or failing miserably. Google is about returning relevant search engine rankings with their users. What exactly does Google look out for in your AdWords campaigns? Google is looking to determine if your ad and your site are 100% highly relevant to the keyword which was searched on. Google wants to begin to see the keyword appearing within your ad a couple of times and appearing several times throughout your landing page. Like that Google know that it’s offering the searcher with relevant results. If your campaign is not really set up like this then this is just why your bid prices are going up everyday. Google has deemed your campaign with “% Relevancy”.
You Must Make Your Campaigns Have Relevancy
You may ask, “Well how is it feasible for me personally to create a specific ad for each and every keyword and make my landing page related to my entire keyword list?” That’s where the skill of professional PPC management will come in. You Have To make your ads and your landing page be highly relevant to the keyword searched on. This is actually the key to obtaining lower click costs! If you don’t have the time or even the know how you can make your campaigns have perfect relevancy then it’s time you considered outsourcing your PPC management to a professional.
You Have To Organize Your Campaigns Correctly
Google majorly frowns upon campaigns which have all of their keyword lists stuffed into just one or two adgroups. Google expects all the keywords to become sorted and organized into very closely knit adgroups with the keywords inside an adgroup being relevant to one another. Google hates campaigns who have a lot of keywords inside the same adgroup and absolutely detests once the keywords have little related to each other. In PPC management I’ve found that I get much better results basically if i take my clients keywords and set each keyword into an adgroup on its own. Organizing your
campaign correctly is a big element of getting great click costs in Google.
Split Testing Your Ads Can Dramatically Decrease Click Costs
That’s right; Split Testing your ads Daily can have a dramatic impact on click costs. If you feel about how exactly Google determines ad cost you’ll start to realize how important Split testing actually is. Split testing helps you find which ads are higher performing and obviously the larger performing ads make the most clicks. In case your ad is 1) Perfectly Relevant and two) Includes a great Click-Through-Rate this means that your ad will have a greater Quality Score. Quality score helps determine your ad rank along with your cost per click.
I know it sound very confusing, but Split Testing together with the strategies I stated earlier is very powerful. Should you don’t understand all of these approaches to decrease your click costs, then it’s ijswdu you select whether you’re likely to figure out how to apply many of these strategies yourself or whether you’re going to let a PPC Expert do each of the heavy lifting for you personally. AdWords is really a complicated game but if managed correctly can be considered a very profitable source of income and leads to your business.