PPC is perhaps one of the best ways to gain traffic, especially if your website does not have a very good search engine ranking. However, the price you have to pay for PPC traffic can be very expensive, sometimes to the tune of $30 per click or more. Reducing the cost of PPC traffic is incredibly important, especially if your profit margin isn’t too big. If you are tired of paying a huge amount of money for clicks, then this article will help you out.
Low Cost Keywords
Do your best to look for low cost keywords. This may be impossible for some niches, because they have very high PPC costs. For example, “car insurance in NJ” is about $40 per click, and most insurance ads are around $30 to $50.
However, if you look in the AdWords Keyword Tool, you can see the common costs per click, which will help you discover low cost keywords. When finding the price of a keyword, make sure you are not spending more than your profit. If you just make $1 per sale, then getting clicks for $1 or up is impractical.
Find keywords that have a modest or high search volume, but with costs that are less than your profit margin.
Related article: Choosing the right keywords for your business
Avoid High Competition
Competitive keywords are bad for PPC costs, because there are many people bidding on the same keyword. This causes the price to inflate, and it reduces your exposure. For example, if there are 10,000 people bidding for one keyword, and there are only 1,000 relevant websites, then it is going to be difficult for anyone to see your ad unless you pay for top spots.
Instead, focus on medium and low competition keywords. However, make sure the keyword is searched enough to be viable. If the keyword is only searched 100 times a month, then that doesn’t give you many opportunities to make a sale.
When you write your PPC ad, don’t say, “Get car insurance for $1!” if you don’t offer that. A lot of businesses, especially new ones, like to write sensationalized ad copy, thinking it will entice more clicks. Usually this works, but for the opposite effect.
You will probably get a lot of clicks, but very few sales. Most people will probably leave immediately when they find out that your website doesn’t have what the ad promised. Make sure all of your ads are upfront and tell the truth.
Related Article: Keywords: Tactics That Can Kill Your Website
When you setup your PPC ad, you are able to select negative keywords. For example, if your ad is for the keyword “new silver car,” then it might also show up when people search, “old silver car,” “silver car insurance” or “silver car models.”
Perform a keyword search with the Google Keyword Tool and see what similar matches come up. Then, set your negative keywords. In this example, you would write old, insurance and models. This ensures that only a relevant audience sees your ad, which creates higher conversions.
See What Works
Your competition can be your best asset when trying to lower your PPC costs. Search your keyword in a search engine, and see what ads come up. What do they say, and how are they performing? Use this as a basis for creating your own ad.
After looking at what type of ad copy works best for your competitors, you will know how to frame your own ad. This will help attract customers that you can easily convert.
Related Article: Why It’s Not Always Smart To Be No.1 In Paid Search Management
Focus on Savings
If you are advertising in a niche with price-sensitive customers, which is nearly any niche, then your copy should focus on savings. People like saying messages like “75% off” or “promo” in your copy, and their eyes will be attracted to it. Not only does it attract clicks, but if your website is really offering these discounts, then it will be easier to convert these people into paying customers.
Don’t Bid for First
Most businesses want to be on top when they run PPC campaigns, so they pay the highest possible price to secure good exposure. While being on the top is great, it also costs a lot. Not only that, but studies suggest that many people look at the first result, but end up clicking on the second or third ad.
By bidding for a slightly lower position, you can decrease your costs while still retaining good exposure.
Reducing the cost of your PPC campaign is essential to a good marketing plan, because you want to make more money than you spend. Choosing the right keywords is essential to reducing costs while still increasing your conversion rates and garnering the right amount of exposure. Whether or not you’re just starting out, PPC marketing is one of the best ways to secure traffic, but it doesn’t have to break the bank.