Reducing CPL or CPC requires optimizing various aspects of your ad campaigns. Here’s how you can decrease these costs by focusing on audience adjustments and other key strategies:
1. Conduct an Ad Review
Analyze Ad Performance:
- Review Ad Content: Check the performance of your ad content and landing pages. Ensure your ads have a high click-through rate (CTR) and match with high-performing landing pages.
- Optimize Landing Pages: If a landing page is underperforming, try matching it with better-performing ad content to boost conversions and lower CPL.
- Ensure Relevance: Make sure your keywords are included in both your ad content and landing page to improve ad relevance and Quality Score, which can help reduce CPC over time.
2. Lower Keyword Bids
Adjust Bids for Cost Efficiency:
- Test Lower Bids: For keywords that convert but have a CPL higher than your target, consider lowering the bids. You can still maintain a decent ad position while saving on costs.
- Find the Sweet Spot: Test different bid levels to find a balance between ad position and cost efficiency. Being in position 1 isn’t always necessary for the best results.
3. Do a Historical Review
Identify and Address Issues:
- Analyze Historical Data: Look at past CPL performance to identify trends and issues. Determine if certain keywords or ad groups are causing higher CPLs.
- Study Competitors: If competition has increased, research competitors' strategies and adjust your approach accordingly.
- Evaluate Changes: Assess if recent changes in your campaigns, such as landing pages or Quality Score adjustments, have impacted CPL.
Search Query Reports:
- Leverage Data: Use Search Query Reports to find terms that have converted at lower CPLs and include them in your campaigns. Pause underperforming keywords and ad groups to optimize spend.
4. Check Performance by Network
Optimize Network Performance:
- Evaluate Networks: Review the performance of different networks (e.g., Google Search vs. Search Partners). Pause or adjust campaigns on networks that aren’t performing well.
5. Check Performance by Device
Segment by Device:
- Device Analysis: Assess performance across different devices (desktop, mobile, tablet). Create separate campaigns for mobile if necessary and optimize for mobile landing pages.
- Optimize Mobile Campaigns: If mobile ads are consuming budget without converting, consider improving mobile landing pages or adjusting bids.
6. Try a Remarketing Campaign
Leverage Remarketing:
- Implement Remarketing: Use remarketing campaigns to target users who have previously interacted with your site. Remarketing often results in lower CPL due to targeting a warmer audience.
- Optimize Campaigns: Regularly review and optimize your remarketing efforts to ensure they remain cost-effective.
7. Add Negative Keywords
Improve Traffic Quality:
- Add Negative Keywords: Regularly update your negative keyword list to filter out irrelevant traffic and improve overall traffic quality.
- Conduct Regular Reviews: Perform periodic reviews of your negative keywords to ensure you aren’t excluding potential leads and that your campaigns are targeted effectively.
8. Look into Dayparting
Optimize Ad Scheduling:
- Analyze Time Data: Run reports to see performance by hour and day of the week. Adjust bids or pause campaigns during times with poor performance.
- Optimize Ad Spend: Focus your budget on high-performing times to maximize efficiency and reduce CPL.
9. Analyze Geographic Performance
Focus on Geographic Targeting:
- Review Regional Data: Use analytics tools to assess campaign performance by geographic region. Identify areas with high CPLs and adjust targeting or bids accordingly.
- Refine Targeting: Consider focusing your efforts on regions with better performance and lower CPLs.
Conclusion
By implementing these strategies, you can effectively decrease your CPL and CPC. Regularly review and adjust your campaigns based on performance data and market changes. Testing different approaches and optimizing based on real insights will help you achieve more cost-effective results. For expert assistance in optimizing your ad campaigns, RindiaR Software Service can help you streamline your digital marketing efforts.
