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3 ways to increase your Adwords CTR and decrease your CPC at the same time
Many of us are online trying to make money, and eventually, we start paying for ads. There are many different types of ads, but the primary one we'll be covering on Adwords is the Cost Per Click (CPC) ads and how you can increase their Click Through Rates (CTR) while, at the same time, dropping the amount it will cost you for each click. Running a business is not an easy thing to do because you need to generate a decent amount of traffic as well as get that traffic to convert into a sale. If you can get people to your website, but they don't sign up for your service or purchase your products, you're just going to be wasting a lot of money and go broke fairly quickly. This is why you need to understand how your ads work and how to increase your click-through rate while also dropping your cost per click.
If you can master how Adwords works, and tailor it to your niche, you will be able to turn a profit pretty quick. If you're not putting a decent amount of your profits back into Adwords, you'll need to rethink your spending habits and constantly try to bring in more sales than the day before. If you're not trying to constantly grow your business, you'll fall behind your competition and they will take over your niche. So, instead of losing to your competition, why not learn how to increase your CTR while decreasing your CPC so you can get more traffic for less money
In this discussion, if you haven't guessed it, I'll be covering how you can get your Adwords ad to run at it's optimal output while saving you money at the same time.
1. Constantly Manage Your Ads
If you're not managing your ads on at least a weekly basis, they can start to run away from you in a bad way. If you don't check your ad because you think it's running on autopilot, you could actually be spending the same amount each day but only getting a third of the traffic you use to get. There are 3 main things you need to manage in order to stay on top of your ads, and they are:
- Tracking Your Conversions: Conversion tracking is pretty easy to do since there's just a basic script you need to install on your "thank you" page and see how many times someone lands on it. You could do this with your cart page, but that's not always going to be a conversion because people could simply abandon their carts and not make a purchase.
You'll need to make sure the code is working and up to date at least once a month. You never know when there will be an update that could break your script or if the script was simply updated and you didn't notice. Checking the script isn't difficult to do, you can either go into the code on your thank you page and see if it's still there or you can just re-install it by doing a copy/paste job.
You'll need to make sure the process people take to get to the "thank you" page is streamlined. If one thing, on the way to the "thank you" page is broken, you won't see a good amount of conversions because they'll never get to the "thank you" page. A big thing people forget to do is send people to the "thank you" page after checkout. They will just keep them in the cart where it says "Thank you for your purchase!" or send them back to the home/index page and call it a day. You don't want to have your conversion tracking script on the homepage because it will say everyone is a successful sale lol. So be sure to redirect the buyers back to your "thank you" page where they can be successfully tracked
- Your Campaign Settings: This is something that you don't really have to pay attention to, too much because they won't really change without your knowledge. I personally like checking all of my campaign settings regularly because I can stay on top of everything and monitor the ads even more. Most of the time nothing will change, but there will be that one time that something changes or you see a mistake that needs editing, and you will fix it before you waste too much money on pointless clicks
- Your Landing Pages: When you're setting up ads on Adwords, you'll want to send this traffic to the most relevant pages as possible. If you're just sending people to your homepage, you won't convert as much as possible if your ad is talking about one of your services. If you're talking about your service, send them directly to the service page or a page that describes what you'll be doing for them, and you will notice an increase in conversions
You'll also need to focus on your design because if it's not relevant to the ad copy, the person will tend to click away from your website fairly quickly. Add an image or two that will have the visitor automatically recognize why they are there.
When I talk about optimizing a CPC campaign on Adwords, I'm mainly talking about your targeting and adjusting your CPC for each keyword so you don't waste too much money. Since you're already sending traffic to specific landing pages, your relevancy should be higher than if you were just sending traffic to your homepage.
3. Expanding Your Ads
- Optimizing Your Targeting: You won't be able to target everyone in the entire world and make millions. If you target everyone, you'll blow through your daily budget much quicker and not have as many, or any, conversions as you could have if you were just targeting the right people. Broad targeting never works well for a service or product that only a few people want. You'll need to figure out what your target markets interests are, and target them. This will increase the chances of getting your ad in front of a person who actually wants to see your service or product
- Optimizing Your Keywords: You could spend $5.00 on a click if you don't monitor it. I like to start low and build up my keywords so I don't waste too much money. I'll usually start my CPC at $0.10 and increase it daily by $0.05 per day until I start getting a decent amount of traffic. I'll hit the second and third pages, but I'll begin to see the traffic starting to trickle in. Some of my competitors just bid at $5.00 a click and I'm paying $0.25 per click to be on page 2 or the bottom of page 1
Over time you will have a well-oiled machine that is an optimized Adwords campaign, and you can begin to expand on it. Sure, you'll need to manage it regularly and make sure you're not wasting money or you're still getting traffic from specific keywords, but that's normal. What you'll need to do is increase your daily ad spend so you can get more impressions and clicks which will turn into conversions
There are actually a couple ways you can expand your ads, and they are:
Bigger and Badder Campaigns (in a good way)
Show your ads everywhere
- Target New Keywords: For this, you can simply open up Google and search for some of your main keywords. There will then be search suggestions at the bottom and these are only there because other people have searched for them more than once This means you can bid on those search terms and get some additional traffic, likely for less than keywords you could think of off the top of your head
- Opportunities: Google will give you a list, after a few days, of keywords that are relevant to your campaign. These keywords will be ones that aren't already in your campaign and they get traffic, which you can convert into sales. Add the best ones to your campaign and begin to optimize them.
- Keyword Planner: Google offers a keyword planner that helps you figure out a new list of keywords to target. Take advantage of this free service and you will be glad you did. You can also use a third party service like SpyFu and SEMrush to do this, but these are paid services and you might not need them.
- Get Aggressive: After you have some sales rolling in, you can get more aggressive with your CPC bids. Try to aim for the first page for a couple keywords and see what happens. Sometimes you will lose but other times you will win, and win big at that
- Your ad campaign is never maxed out in terms of impressions and clicks, remember that. Some people think there is a ceiling for their ads and they hit it quickly, but those people aren't expanding on their ads and testing new images along with varied text. Split test your ads so you know what works and what doesn't, keep the winners and ditch the losers.
- You'll need to think outside of the box a little bit and figure out how you can get placed on big websites within your industry without paying an arm and a leg. I've actually done this a bunch of times and gotten my month ad cost to 1/3 of what the actual website wanted to charge me for a banner ad on their pages lol
- Test out different targeting methods. You never know when you'll find that diamond in the ruff you've been searching for this entire time
If you go through and work on everything I talked about above, you will increase your relevancy which will decrease your CPC all while keeping you on top of the search results and increasing your conversions. You'll never set up a basic ad and make a killing with it, you need to do plenty of research before you start to make a good amount of sales. If you're new to AdWords, I would highly suggest searching for a book or an ebook that talks about how you can set up the perfect campaign, just so you don't screw anything up.
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