Search Engine PPC: How to Reduce Your Cost Per Click

Search Engine PPC: How to Reduce Your Cost Per Click

Search Engine PPC: How to Reduce Your Cost Per ClickJust as your credit score is important in helping you to secure a loan, your keyword quality score has a massive impact on the cost and the effectiveness of your search engine pay per click campaign.

So what exactly is a Quality Score?

Well, it’s how the search engines (Google, Bing, Yahoo mainly) rate the quality and relevance of your keywords and PPC ads, therefore it’s used to determine the cost you pay for each click you receive!

Another factor to take into consideration is that your Quality Score is also multiplied by your maximum bid which determines the position your ad will rank in the ad process. So you can see just how crucial it is to have the best score possible.

Your Quality Score also depends on the following factors:

• Your click-through rate (CTR)
• The relevance of each keyword to its ad group
• The quality and relevance of your landing page
• The relevance of your ad text
• And even your historical account performance

Obviously, Google, Bing, and the other search engines aren’t about to tell you or anyone else exactly how much each of the aforementioned factors impacts the Quality Score algorithm, but what we do know is that click-through rate is probably the most important component.

So looking at it from the search engine’s point of view, when more people who see your ad click on it, that tells them that your ads are relevant and helpful to the end users. Which is why they reward you with higher ad rankings and lower costs.

Search Engine PPC: How to Reduce Your Cost Per Click

Search Engine PPC: How to Reduce Your Cost Per Click

Generally speaking, the higher your Quality Score is, the lower your cost per conversions will be. So, therefore, the better you are at fulfilling the end user’s needs, the less you will be charged for an ad click.

This is a table of typical discounts per your quality score:

• A quality score of 10 typically gives you a CPC discount of 50%!
• A quality score of 9 typically gives you a CPC discount of 44.2%!
• A quality score of 8 typically gives you a CPC discount of 37.5%!
• A quality score of 7 typically gives you a CPC discount of 28.6%!
• A quality score of 6 typically gives you a CPC discount of 16.7%!
• A quality score of 5 is the minimum benchmark for your ads!


• A quality score of 4 INCREASES your costs by 25.0%!
• A quality score of 3 INCREASES your costs by 67.3%!
• A quality score of 2 INCREASES your costs by 150.0%!
• A quality score of 1 INCREASES your costs by 400.0%!

How Can You Improve Your KEYWORD Quality Score then?

1: Use branded keywords:

This might be counter-intuitive, but if you use at least 15% of your keyword budget for branded keywords, your quality score will increase.

You see, branded keyword search terms are very cheap because there isn’t much competition for them, and branded terms tend to get high click-through rates and quality scores, thereby lifting your account average, which will then save you money.

2: Use long-tail keywords:

Competitive keywords aren’t just difficult to rank for, they’re also problematic in pay-per-click as well, especially if you have a lot of competition, long-tail keywords, however, can be much more effective because they’re more specific and better at pre-qualifying your traffic.

They also convert at a higher rate because they’re more closely aligned with your purchasing funnel, and they’re less competitive so they cost less on a per-click basis as well! So if you aim to have over 70% of your keyword terms and phrases include three or more words (long tail), you’ll see your click-through rates and quality score both improve.

3: Use exclamation marks!

Look, I know this one sounds a bit daft, but it works. All of the major search engines, such as Google and Bing, allow you to use one exclamation point in your ad, so do it. Place it in the title, there’s just something about that symbol that gets people to click.

If you don’t believe me, just run a test. Use two nearly identical ads – one with an exclamation point in the title, one without – and just see which one gets the higher click-through rate, you’ll probably see the results pretty much straight away!

4: If it’s true, use the word ‘free’

If you’re giving something away for free, such as a free trial, or a free report/video, then say so. Using the word ‘free’ almost certainly improves your click-through rate, therefore improving your quality score also!

Search Engine PPC: How to Reduce Your Cost Per Click

Search Engine PPC: How to Reduce Your Cost Per Click

5: Optimize your ads:

In addition to having the right keywords, improving your click-through rate is also about optimizing your ads by split testing and writing ads that clearly stipulate the differences between what you offer compared to your main competition.

One method to make sure your ads are highly targeted is to write more of them. Small PPC accounts usually have too few ads, adding more gives you the opportunity to get the right ad in front of the right people, and show them you have exactly what they’re looking for.

6: Put in the work:

Strange as it may seem your account activity also counts when it comes to your quality scores. Most small business accounts fail because there is simply not enough activity!

Every month you should be writing new text ads, adding keywords and creating new ad groups, your goal should be to consistently work to optimize your account. The search engines reward those who put in the effort to get things right.

So that’s it! Follow these simple steps to greatly improve your quality score, bring your cost per click down, saving you money and also enabling you to target your ideal customer in a much more cost-efficient manner!

All the best

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