Running a Paid Search Campaign with High CPC Keywords Is Possible!
In Adwords you and your competitors are the primary cause for high CPC keywords. The more a job is worth directly relates to how much those clicks costs.
But this means, that paid search campaigns can become very expensive to run – especially if your competitors are driving up the cost per click.
If you are wondering if your campaign will ever be profitable because CPC’s are so high, we have 10 tips that can help you out.
What to do about high CPC keywords in paid search campaigns
Cost Per Click, or CPC, can be a big hurdle for many small businesses. The good news is that even though we don’t always get to decide what the cost of our keywords will be, there are a few things we can do to keep them at a reasonable price.
To find out how, take a look at these 10 tips below:
Know Your Goal
This is by far the most important aspect of managing a campaign with high CPC keywords. What do you want from your campaign? Do you want impressions? Conversions? Without knowing what results you want, it will be harder to optimize effectively. Once you know what you are looking to get out of it, you will be able to see what is working in your campaign and what is not.
Utilize Ad Scheduling
If you know when your business is the most profitable, don’t waste money on times when your conversion rate is low. This will lead to spending money on these high cost keywords, when they don’t convert. To see which times you are most profitable, pull a “day of week” and “hour of day” report and make bid adjustments where necessary. Check out our post on how to adjust ad scheduling settings.
Routinely Check Keyword Spend
Schedule time each week to pull a full keyword report for your account. Analyze which are spending the most and if they are driving a profitable return. If not, it’s time to test a lower bid or try either pausing them, or turning them off entirely for a time.
Pay Attention to Quality Score
Google gives a “quality score” based on three different attributes: ad relevance, landing page relevance, and expected click through rate. The higher the quality score, the higher quality Google sees your keyword. In return, this will give you more weight in Google’s auction and can place your ad in a higher position at a lower cost. To improve your ad relevance, make sure you are using keywords in the ad that are related to the keywords in your ad group. As for the landing page, make sure it relates to the keywords you are bidding on. For example, if you are advertising for “water damage” you would want to bring them to a water-related page instead of something mold-related.
Keep Your Ad Groups Tightly Organized
Having your ad groups organized effectively can help keep all of your data in one place so you can make better decisions. Utilizing this strategy, you can easily differentiate between groups of keywords and see which are profitable and which are not. This also helps with quality score, because you can tailor your ads specifically to the keywords in your ad group, which helps with ad relevance.
Consistently Check Your Search Queries
If you are dealing with high cost keywords, you do not want to waste your money on irrelevant searches. Make sure you start your campaigns with a robust group of negative keywords and add new ones on a weekly basis. You can research negative keywords by simply typing your keywords into Google, seeing what comes up, and adding anything irrelevant as a negative. Once your campaign is up and running, you can use Google’s search query report to find negative keywords. This can also help to increase your CTR because your ad will not be showing up for irrelevant searches.
Test Different Positions
If you are dealing with a high cost keyword, try out each ad position. If the first position has a CPC of $150 and you only make $200 in revenue, then you are only getting a $50 profit. If position two has a CPC of $75, and you are still making $200 in revenue, then you will be making a $125 profit—a significant improvement. Another factor to consider is the amount of conversions you would get in position one v. two and then analyze whether or not it is more profitable to drop to the 2nd position.
Utilize Exact Match Keywords
If you know exactly what people are searching for, it is often best to use Exact Match Keywords. These frequently come at a lower cost, with a higher conversion rate.
Utilize Ad Extensions
Make sure that you are using all reasonable ad extensions in your ad groups. Utilizing extensions like sitelinks and callouts add different components to your ad that you may not be able to include in your ad copy. These also make your ad more appealing to both consumers and Google. This will then lead to more clicks which can lead to more profit from your high cost keywords.
Test, Test, Test!
Always test everything from ad copy to extensions, making sure that your choices are the best possible ones, and improving upon those that don’t meet your expectations. If your ads are consistently improving, you will see higher quality clicks which will lead to more revenue from your high-cost keywords. In addition to that, an ad with a higher click-through rate will often be placed in a higher position at a lower cost due to the higher quality score it will have.
Overall, managing high CPC keywords is tough, but if you utilize these 10 tips you will find yourself with manageable CPCs and more revenue.