Google AdWords is one of the most commonly used online advertising platforms. Since Google has an extensive advertising network, it has made it easier for businesses to use Google Ads to have their advertisements spread over a large network.
But in recent years, many small businesses are facing difficulty maintaining their financial standing, as they are facing difficulty getting a decent profit. This is because the cost per click (CPC) is increasing by the day as more businesses try to compete and it has pushed the price very high for the various business type.
On the other hand, Google keeps changing their system and recently they are pushing heavily on automatic bidding which can be very effective for some but it can drain the budget for others. For many small businesses advertising on Google Ads may be out of reach. Google still allows manual CPC strategy but it may have limited impact in a competitive industry where others setting auto bid or setting the CPC so high.
Should You Stop Advertising On AdWords?
Google AdWords is one of the most powerful tools for advertising for businesses in Australia and worldwide. Due to its global reach, the tool has cemented itself as one of the best and the most convenient digital advertising mediums. Therefore, the answer to your query on whether you should stop using Google AdWords is – No.
You may need to pay more to get the required conversion when you will compare your cost a few years back. To get a proper return on investment (ROI) can be challenging for some. But running a smart and creative campaign can still help you greatly to earn a profit.
Digital marketing, particularly Google Ads is not set and forget. It is crucial that you track your marketing investment and take appropriate action. If AdWords performance expected then planning for alternate strategies is a must.
Track Your Cost and Conversion To Reduce CPC
If you run a flat Google Ads campaign without monitoring the ROI then it’s time to stop your ads and take necessary actions to build data and conversion driving campaigns where you can track the spend and return.
The best way to reduce the CPC cost of Google Ads is by implementing conversion tracking and building campaigns with Google’s best practice.
Here are some recommendations to build a data-driven Google Ads campaign to reduce the CPC cost:
Build Ads campaign with a heavy focus on revenue and your core business model.
Do not run ads until you have conversion tracking setup and working.
Set up highly optimised campaigns as per the hierarchy of your business and allocate budget accordingly and take action based on performance.
You must monitor your daily, weekly, monthly data and apply necessary changes based on the learning and conversion.
We have reduced the cost per conversion by 45% for clients. We believe that Google Ads is still the go-to PPC advertising platform and as we focus heavily on data, we have managed to achieve satisfying ROI for clients. Enquire now if you need help.
Pause or Take Action on Any Non-Performing Campaigns
Pause or take action on any non-performing Google Ads campaign to decrease the CPC cost.
Google Ads is not about “Set and Forget”, you must monitor your campaigns, AdGroups, Keywords and Ads regularly and if you may find any specific campaign just draining your budget with limited to no conversion as per the minimum expectation then either you think of optimising or pausing it.
Cut Your Budget For Generic Search
In most cases, generic campaign and keywords generate the highest number of clicks but if they don’t translate into conversions then you should take some actions.
You may reduce your bid/budget but continue to run to get some conversion and have a strong brand presence.
If you are on a tight budget and if they are just draining your budget then you may pause them.
You may wish to use Target CPA for generic campaigns to reduce your CPC cost as AI can do a much better job to show your ads to the most relevant users.
Lower Your Bid Where Possible
Lowering your bids can be wiser action to minimise the increasing cost of Google Ads.
If you are feeling the heat of higher CPC cost then most likely your competition would be in the same boat.
You can reduce your bids with caution without harming the Ads position or the number of impressions it can get. If you will act wisely then you may end up with a better performing campaign with lower CPC cost.
Optimise Negative Keywords List
If you have more generic keywords in your campaigns then you must have a greater negative keywords list to ensure your Ads don’t get show up for irrelevant searches.
When you are wondering how to reduce Google Ads cost per click then you can take action on the negative keywords list immediately if you found that your Ads have been shown for irrelevant searches.
Optimise For The Right Match Type
When you think of reducing your Google Ads CPC and overall budget, it is important to review the match type of your keywords.
While broad match keywords can fetch you more impressions and clicks but they can also drain your budget fast.
You may try the exact match keyword type to ensure your ads will be fetched on selective keywords only.
Try Automated Bidding, Target CPA
There are many case study which has indicated that machine (AI) can do much better than human.
Before you can rely on AI and Target CPA, you must still build a powerful Google Ads campaign to see the optimum result of reducing the CPC cost.
In a more competitive niche, target CPA can be an effective bidding strategy.
Invest in SEO – Ads Cost Will Continue To Grow
SEO can be very effective in any niche. There are few factors businesses are worried in general about SEO. First, the result is not instant and they are not guaranteed as it is impacted by various factors. It is a long term strategy and results are only visible after several months of starting the campaign.
One of the major trust issues between digital agencies and businesses is that most of the companies do over-promising and less delivery.
Now, let’s talk about the positive.
SEO can be the most powerful tool provided it is done well and done with care and passion.
Our founder says “Google Ads can run your business but SEO can sustain your business”.
It is important to be noted that quality SEO is expensive, but you can expect higher returns on your investment if done well, which will affect your business finances in a positive way.
We can help you achieve this goal by making your digital marketing campaign stronger. We would like to see you smile when you realise that your SEO campaign has allowed you to sustain your business in a more cost-effective way. Whether you are in the need of SEO Geelong, Melbourne or Australia wide service, we are here to help you.
Try Other Platforms like Bing Ads
While Bing has a much smaller market share as compare to Google but there are not many advertisers on Bing and the competition is a lot less.
And getting started with Bing Ads is easy, you can export Google Ads campaigns to Bing Ads and apply necessary changes and you are ready to go.