How much does PPC cost

How to increase the visibility of your PPC ad and lower the cost-per-click (CPC)

The success of a PPC campaign boils down to two things:

  • The increase in click-through rate (CTR)
  • Lowering the cost-per-click (CPC)

All the efforts that you put into your PPC campaigns and advertisements should be aimed at achieving both of these goals.

Using negative keywords can help filter out the keywords that can negatively affect your click-through rate, sales, and bottom line. But that is not enough.

If you want to generate leads and grow your business quickly, pay per click advertising is the best option.

Adopting best PCC best practices will save you from losing money, giving up PPC prematurely, or believing it won't work even though the PPC ROI is relatively high.

In this in-depth article, I'm going to show you a few simple things you can do to get more traffic from your PPC ads while lowering your CPC.

Let's dive in:

1. Make your ads relevant to your campaign and switch to manual offers

Pay per click advertising has its pitfalls.

If you don't see any reason to revise your offer, you may never be able to lower your cost-per-click. If you're just starting out, Google can help you improve your listings by making recommendations.

You just accept the offer and let Google do the rest.

Auto bidding really works. It helped Rakuten Ichiba cut campaign costs by 12%, increase conversions by 12%, and increase sales by 14%.

Automatic bidding saves a ton of time as Google takes care of everything from monitoring offers to adjusting them. Your job is to log in and review the performance of your campaigns.

However, if you want to lower your CPA and increase the visibility of your ads, you need to switch from automatic bidding to manual bidding.

This allows you to prioritize keywords that convert better. In addition, you can optimize your CPA so that you maximize your clicks and thereby generate better leads.

Again, if you notice that your ads are underperforming, no quick changes can be made to automatic bidding. However, if you're bidding manually, it's a breeze.

But don't switch without thinking, because manual bidding alone won't improve the CTR of your PPC. Rather, it depends on the approach.

You should consider these little things when switching to manual bidding:

i). Focus on one campaign at a time: It can take a long time, especially if you have multiple ads and want to fill out the offers manually. That's why you should start with a campaign and then improve.

ii). Lower your offers:If you have keywords that are generating a lot of impressions but aren't generating any sales, you should cut their listings so you don't continue to waste money on keywords that don't convert.

iii). Increase Converting Keyword Offers: If you lower the offers for keywords that do not generate sales or leads for your company, you should also increase the offers for higher converting keywords.

This would reduce the placement of your ads to such an extent that they could fall from 2nd to 5th place, assuming that you are active in the search engines.

If you go through statistical reports and see a number of keywords (maybe one or two) driving in customers who buy your product or add themselves to your list, you should increase those offers. This way you can increase the placement of these ads and generate even more sales.

iv). Use the average CPC: Everything matters when it comes to PPC ads, but one of the most important elements that can make a big difference is how you use an average CPC, especially across different devices.

This important key figure helps you to determine suitable offers when you switch to manual bidding.

In general, the average CPC shows the exact amount you spent on each click on a particular keyword (whenever you use automatic bidding).

If you are armed with this information, you will know exactly how to design your next offer and what possibilities there are to multiply your results.

When you enter the auction, you have to set your offer manually. Keep in mind that your average CPC needs to be below the offer you choose, as your actual offer is usually the maximum CPV you would spend on a click.

Always choose a predefined offer that is close to the average CPC of your campaign so that you can maintain the ranking of your ad or improve its position without spending additional money on clicks.

Most importantly, remember that there is no set plan that applies to everything. It doesn't matter whether you're using automatic or manual bidding (which can potentially lower your CPC), you have to try and stick with it.

Sometimes you have to run the ads for several days, or even weeks, before you can decide which advertising strategy is the right one.

When PPC Hero tested the manual and automatic bid strategies, they stayed consistent for six weeks. They reduced the supply and by adapting the supply strategy to reflect the character of their entrepreneur they managed to increase their profits and plan for the following month.

2. Use remarketing and segmented lists

Google AdWords can quickly generate targeted traffic, leads, and sales. But don't rely on it.

According to Sitewit, "companies make an average of $ 2 for every US dollar they spend on AdWords." Paid ads are 56% more profitable than social media, which has an ROI of around 44%.

For most websites and landing pages, around 2% of visitors convert on their first visit. Retargeting (also known as remarketing) can help retarget those visitors who dropped out and never come back but may be interested.

If someone clicked on your ad on Google but for some reason didn't take another step to subscribe to your list or buy your product, they've definitely shown interest in your offer.

You shouldn't lose him because of that. Bring him back and he will be grateful to you.

Retargeting is a simple measure with which you can present your brand (e.g. advertisements, website, product, events) to the traffic that has jumped off.

Retargeting is very useful if many visitors leave your site immediately after they have been to your landing page or website.

Marketers are already using retargeting on a variety of channels. In fact, 80% of marketers are actively retargeting a page.

Before you start using remarketing to increase the visibility of your ads and lower your CPC, it is wise to adjust the “Membership Duration”. Ideally, you should set a shorter time frame of around 30 days. Better yet, set the duration to fit your sales cycle and goals.

However, only trying out and setting the length based on the size and behavior of the contacts on your list will help to ensure that the membership length is perfect for retargeting.

For example, if you plan to use retargeting before Valentine's Day to remind people to buy gifts for loved ones, you don't want the ad to still show up in March - or worse, April.

To change the duration of your membership, log into your Google AdWords account and follow this path:

Library> Audiences> Membership Duration:

The focus is always on optimizing your PPC ad in order to generate sales immediately with the first visitors. But if you have the ability to use retargeting to target visitors who have interacted with your brand but were distracted before making a purchase, then you should use it.

When it comes to remarketing, Google AdWords makes it easy for you. You can easily segment your remarketing lists and potential customers based on the area of ​​interest and landing pages they came to through your ads. Showcase your ads.

This segmentation gives you the rare opportunity to reach the members of your target group who want to hear from you again. After all, they've visited your landing page before, haven't they?

Re-targeting your segmented list is very important because it saves time, money, and effort. Instead of creating new ads for new leads, you can instead focus on those who have already shown interest.

This can lower your CPA and generate better sales.

3. Create your campaign with search engines only

Depending on the nature of your business and the specific conversion goal you are trying to achieve, it may be best to focus on search engine users only.

For example, if you know that your target audience is mostly search engine users (people who search for information on Google), you can get your ads to appear in the organic search results or the right sidebar.

You should only target your campaigns to search engines because your ad may get unnecessary clicks that won't generate leads or sales if you select display networks (other authoritative sites in Google's network that serve ads from Google).

This increases the overall cost of your ads as well as the CPC and could even send generic visits to your landing page.

Before deciding which approach to take, you should ask yourself the following question: "Should I really display my ads on other pages that may not be best for my target audience?"

If you've used both search engines and display networks to create your campaigns, you might want to pause one and test the other. As I say so often: "There is no perfect solution - you have to try everything to be sure."

4. For maximum reach, you should adjust your offers based on location, device, day and time

Every smart advertiser on Google AdWords knows that offers need to be adjusted based on location, day and time, as well as the devices used, in order to lower CPC and improve clicks on the landing page.

But first you have to determine ...

  • Which day brings the best sales
  • Which time brings in the most conversions
  • The user's favorite device (which works better - e.g. computers, mobile devices)
  • Which country or geographic location the highest quality traffic comes from
  • The worst days when no or only very poor sales are achieved

With all PPC advertisers focused on lowering CPC and increasing the number of users who see the ad, click on it, visit the landing page, and convert - you have to watch it all. You shouldn't leave any stone unturned.

Therefore, you should definitely focus on adapting the offers for your keywords based on device, location, day and time.

If you find that a particular day is generating clicks and no sales, you can pause or stop your ads for that day / date.

On the other hand, you can increase your offer so that your ads are more visible on days that generate both targeted clicks and sales.

These are the prevailing standards for determining which device is generating the most CTR and conversions. According to MarketingProfs, smartphones generate the highest Google AdWords CTR. Take a look at the diagram below:

Again, this result is not typical - different industries have different standards. That's why you have to try everything and stay consistent.

5. Check your keywords and consider long-tail variants

When it comes to increasing PPC ad views and lowering CPC, you can't afford to go without long-tail keywords. As you already know, long-tail keywords generate up to 80% of organic traffic.

Smart marketers take this seriously.

Big brands may not invest time and money in long-tail keywords - they have big budgets and a lot of brand awareness, right? The main keywords (e.g. plastic surgery) are enough for you to get a good ranking on Google.

But if you're just starting out, don't just rely on main keywords, or you'll have a lot of competition with huge budgets. There is too much competition and difficult to gain a foothold.

Many people fail to generate traffic, leads, and sales for their business with Google AdWords as they vie for the keywords that the big brands are after.

Do not do that.

You should review your keywords and use more long-tail keywords. These keywords may not generate great click-through rates, but you can be sure of the quality of the clicks.

Here are two scenarios:

Would you rather ...

  • Attract 100 people to your site who want to buy your product, right?
  • Attract 10,000 people who have not yet decided whether they want to buy your product?

Of course, you would definitely take the 100 potential customers who are already ready to buy.

When you add long-tail keywords, you don't have to worry about too many people clicking on your ads and landing on your landing page. On the contrary, you just want to reach the right people - the people who also want to spend money on your product.

To get started, if your campaign is already up and running, consider creating groups for ads that target less-advertised keywords.

Long-tail keywords usually have lower search volume, but you pay less per click and get better leads.


With so much information about PPC ads, you might get lost in the data and forget the simple things that can make a difference.

As easy as it seems, rotating your campaigns ads can help lower your CPC and increase the number of times an ad is viewed.

One reason I like ads on Google AdWords and other PPC advertising platforms like Facebook, Instagram and LinkedIn is because of the flexibility and control you have over your campaign.

You can log in at any time, change the bids of your keywords, pause advertisements that are not performing well at a certain time of the day and save your campaigns by using retargeting for segmented lists.

Organic traffic is fun, but you need to be patient while producing high quality, interesting content.

But with Google AdWords PPC you can generate traffic, leads and sales for your company in just 24 hours - always provided that your sales funnel is well optimized.

What other strategies or tactics have you used to increase the visibility of your PPC ads and lower your CPC?