Maximize ROI: How to Reduce Cost per Click in Google Ads

Maximize ROI: How to Reduce Cost per Click in Google Ads

Pay-per-click (PPC) advertising is a powerful tool that lets you reach your target audience. Besides being measurable and trackable, one great reason why you should use it is it is cost-effective. Instead of spending on estimated impressions, you only pay a small fee every time a user clicks on one of your ads. Regardless of your budget, you can choose to spend as little or as much as you need.

The actual price you pay when someone clicks on your ads is called cost per click (CPC). If you are using Google as your PPC advertising platform, consider following these suggestions to lower your CPC while maximizing your traffic and conversion rates:

  • Choose Keywords Wisely

Take your time to do careful keyword research, and don’t just settle for the cheapest keywords. Consider also volume and search query types you want to attract. For instance, don’t miss out on potential conversions by bidding on an expensive high-converting keyword. You can still cut down costs by downsizing your keyword list.

Another option to maximize results without breaking the bank is to increase your expected clickthrough rate (CTR). By choosing a more expensive keyword with a higher average search volume, you increase the chances of bringing in more clicks to your website for less in the long run.

  • Boost Quality Score

Paying for a click in an auction involves more than just bids. For instance, your competitor with a low bid could still win the auction and even pull in a click for less if they have a high Quality Score. Since Google prioritizes user experience, they are willing to accept a bid that will be more helpful to viewers even if it results in a cheaper click. For this reason, aim to boost your Quality Score by improving your ads and landing pages.

  • Use Exclusions

Avoid spending on more irrelevant, expensive clicks by using exclusions to your campaign types. Besides basic exclusions like locations, don’t forget to check these Display-specific exclusions:

  • Placements: Consider the types of apps or websites where you want to display your ads. For instance, if you feel mobile apps and games are not the best fit for your business, exclude these placements to reduce CPC.
  • Topics: If there are types of web pages with content that are not appropriate for your display ads, consider excluding them.
  • Audiences: Another cause for accidental clicks that result in unnecessary expenses is irrelevant audiences. Decrease CPC by excluding those audiences to prevent them from seeing and potentially clicking your display ads.
  • Perform A/B Testing

Another way to save money is to apply multiple audiences to your display campaigns. This is because the audience with the highest reward doesn’t always have the lowest CPC. Performing A/B testing allows you to see which audiences bring in the best bang for your buck.


Running a successful ad campaign requires driving the highest ROI. While PPC allows you to have total control over your budget, it’s important to consider CPC. It matters because it measures your marketing expenses. Whether you find yourself not getting enough benefits or paying too much for an advertisement, it’s time to follow these suggestions to cut costs. If you need help doing this, reach out to a digital marketing company specializing in PPC services.

At Analytics Beyond, we can help strengthen your online presence without hurting your budget through PPC advertising. Contact us today to learn more about our other services for businesses in Canada and the USA!


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