Cutting costs in your business is always a good thing. In Google ads, this is especially true as it can help you test certain campaigns without spending too much money. This article discusses the seven best ways to reduce your cost in Google Ads and can prove to be very valuable to you or your business. I hope it helps.
When you manage a Google Ads campaign, it can be easy to get overwhelmed by the sheer amount of data available to you. But if you know how and where to look, there are plenty of ways to cut costs and optimize your campaigns. Here are seven of the best ways to cut costs in Google Ads:
1. Use negative keywords for every campaign.
Whether you're using broad, phrase, or exact match, negative keywords can help ensure that your ad is only shown to people who are looking for what you have to offer.
I'll give you an example:
If you sell tents, you might think the keyword "tent" is a great keyword to bid on. But if this keyword is too broad, your ad might be shown to someone who's looking for canvas paintings. That's not good, because these people aren't likely to buy your product and they'll drive up your costs with no ROI.
To avoid this problem, add related terms like "canvas" and "painting" as negative keywords in the same campaign that includes the term "tent." This will prevent your ad from being shown to people searching for canvas painting.
Adding negative keywords prevents your ads from showing up for irrelevant search terms. For example, if you're selling designer shoes, you'd want to add "free" as a negative keyword so that your ad doesn't show up for searches for free designer shoes.
Negative keywords help prevent waste by ensuring that your ads don't appear when someone is searching for something other than what you have to offer. For example, if you sell only luxury clothing, then 'cheap' would be a good negative keyword for your campaigns.*
2. Use Close Variants
Close variants help save money by matching your keywords to more relevant search queries. For example, match type "broad" will help expand your keyword reach by matching close variants such as singular or plural versions and misspellings of your keywords.
3. Consider Using Modifiers
Modifiers may increase the quality score of your keyword while also lowering the cost per click (CPC). They can also help improve ad rank by allowing more relevant ads to appear higher on the page when they are triggered by user searches.
Google Ads allows you to add several types of modifiers to your keywords, which lets you adjust the cost-per-click (CPC) for those keywords. These include negative keywords, phrase match, broad match modifier, and exact match keyword types. For example, using a phrase match modifier may allow you to target more specific searches without increasing your CPC by as much as it would if you used a broad match modifier for the same search term.
4. Choose your Google Ads bidding options very wisely
Google Ads is a powerful PPC advertising platform. It’s also a complex one. And managing it requires a lot of time and resources.
First off, Google Ads is a bidding system; that means you pay for what you get. And while you can certainly get results with Google Ads, you need to know exactly how to do that.
In this article, we discuss seven ways to save money on Google Ads by making sure your account delivers the most value.
The information in this article applies to standard Google Ads accounts. However, if you use the Smart Bidding option, be aware that your bidding strategies are managed automatically using machine learning algorithms (which means the software will change bids according to real-time data). This means that some of the information provided in this article might not apply to you.
There are two primary methods used by marketers: manual bidding and automated bidding. In manual bidding, advertisers determine how much they want to spend on clicks and impressions in their campaigns based on performance metrics such as Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM). In automated bidding, advertisers let the system determine how much they should bid on each click or impression based on other relevant factors such as conversion rates, click-through
5. Create multiple ad groups for each campaign.
This allows you to create more relevant ads that are more likely to convert. It also allows you to track which keywords are performing most effectively.
The more specific you can be in your ad copy, the better. When you can speak directly to your customer, they’re more likely to respond. For example, if you’re a realtor in New York City and have a new listing in Manhattan, include the neighborhood name and price (if it’s not too high) in your ad copy. If you’re a plumber who specializes in unclogging drains, include those words or phrases that customers use to describe their problem ("slow drain," "stopped up sink").
If you want to get even more specific, create an ad group for each neighborhood for which you have listings. You could also create an ad group for each service you offer or type of service call — water heater repair vs. clogged drain repair. By creating multiple ad groups, your ads will be targeted to the customers most likely to respond to them.
The more targeted your ad groups are, the more relevant your ads and keywords will be, so you'll likely see a better quality score and higher conversions.
Your campaign can include multiple ad groups, each with its own set of keywords, ads, and bids. Each ad group focuses on a single theme or topic. For example, if you sell shoes, you might create ad groups for men's shoes, women's shoes, and kids' shoes.
Well-organized ad groups make it easier to create the right ads for each keyword and manage your bids across multiple themes. You'll also get clear reporting that can help you focus on improving your campaigns over time.
6. Write More Compelling Ad Copy.
A great way to do this is by using customer testimonials in your ads. This also helps you build trust and credibility with prospects.
The secret to writing compelling ad copy is to make your reader feel like their life will be different for the better after using your product. There’s a psychological principle called the Zeigarnik effect that states that people remember incomplete or interrupted tasks better than completed ones.
In other words, if you can describe a problem in a way that makes someone feel stuck and unable to move forward, then you’ll get their attention.
Once you have their attention, it’s critical to provide a solution and lead them toward conversion.
7. Advertise on Bing and Yahoo! as well as Google.
You can reach up to 65% of searchers by advertising on all three search engines, so it only makes sense to do so. If you're already advertising on Google you can link your account to Microsoft Advertising (formerly Bing Ads) and use the same campaigns on both platforms with just a few clicks.
Conclusion
Ultimately, with any advertising technique, the key is understanding the nuances of this complex, ever-changing art. Finding techniques that work for your business, either by using what’s being done elsewhere or by revolutionizing the model entirely, can help you reach your target audience when using Google Ads.
