How to reduce your advertising costs in Google Ads

Reducing the cost of conversions and clicks is the most acceptable for advertisers. According to statistics, about 90% of advertisers do not optimize, which results in low efficiency of spending on online advertising. Among the main recommendations for optimizing Google Ads stand out:

• using only effective and long keyword phrases;
• separation of the search network for different types of sites;
• application of targeting;
• maintaining ad relevance to the landing page;
• experimenting with time-based targeting;
• improving landing pages;
• implementing additional ad customizations;
• using different bids for different types of devices;
• enabling dynamic ads.

Keywords

To reduce the cost of clicks in the Ads system, it is necessary to use only relevant keywords to avoid showing ads to people who have absolutely no need for the promoted and offered products. An example is the word “free”, which should not be shown on commercial sites. As a result, applying the right and relevant keywords in Google Ads will reduce the cost per click. The ads will only be shown to potential customers interested in the product.

The effectiveness of advertising activities will also depend on the volume and length of keywords. For different types of keys, the price per click varies, for example, high frequency queries have high competitiveness and higher cost. Large companies mainly use high frequency queries. It is recommended to focus on medium to low frequency queries. The competition is much lower and the cost per click is much lower. Despite the more affordable price of medium frequency queries, the effectiveness of attracting interested users is better. The probability of successful conversions and click-throughs on medium frequency queries is quite high.

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Target Audience

In order for the effectiveness of the promotion to be targeted to a specific set of individuals when including Google Ads, it is necessary to separate the search networks. Each target audience differs in the type of content the ads attract. It is necessary to create separate types of campaigns for search networks. It is necessary to show ads in places where the audience and potential consumers are most concentrated.

Target Page

The ad text should be tailored to the way the landing page is designed. You should also select the unique keywords for each ad group. Ideally, the keyword phrase should be repeated in headlines, landing pages, and in the ad text itself. This results in a better quality score and lower ad costs. To improve the landing page, you should:

1. Conduct optimization for different devices.
2. Eliminate promotion methods with questionable results.
3. Fix errors in the codes.
4. Add interesting content to the page. Useful for users, search engines.

Time targeting

Analyzing time intervals allows you to clearly determine the effectiveness of transitions in a certain period of time. In the future, you can set up displays in the future exactly by the hour, so will increase conversion and quality of advertising.

You can also use the reverse strategy, when you need to place ads in periods with low traffic. At this point in time, you can attract the audience that was missed by competitors. Such time targeting will reduce overall advertising costs. In large cities it is advisable to use retargeting when in certain areas concentrates the flow of conversions. Today you can set up targeting by country and region, neighborhoods, it is easy to set a radius around the exact area on the map.

CTR

The CTR ratio will increase if you supplement ad extensions. Through additional extensions in the form of links, contact details, structured information and other elements. The approach of augmenting extensions helps in improving the position against the competitors. Steps should be taken that ensure high ranking and getting better positions in the rankings by elaborating the site.

Conversion

User conversion will vary with the type of device used. The use of mobile internet and traffic has led to an increase in the cost of clicks from gadgets, smartphones. To optimize costs, it is necessary to create advertising campaigns for different types of devices. If you use dynamic ads for a specific target audience, the relevancy will increase. The cost per click is reduced by increasing the number of conversions on the basis of improving the quality of content.

Changing all the basic parameters, improving conversion, dynamic ads, careful work with the target audience increase the overall evaluation of advertising actions. As a result of improving every parameter, the offer for the client becomes attractive. New visitors will increase the company's profitability.