Every Adwords advertiser is always looking for a way to decrease their click costs. When in reality most ppc advertisers wake up in the morning to find their costs per click climbing higher and higher and soaring to ridiculously
high levels. Most people get very frustrated at this point and end up shutting down their campaigns. What most people don’t understand is the reason Google keeps charging more and more per click is because their Adwords campaigns have some big problems and these big problems are resulting in penalties from Google. That’s right; you’re being punished by Google. Below are the main reasons that your campaigns are suffering from Google’s wrath as well as what you can do to get back on Google’s good side.

Relevancy
Firstly, you need to understand that Google is absolutely obsessed with “Relevancy”. In ppc management Relevancy is the key to either succeeding in Adwords or failing miserably. Google is all about returning relevant search results to their users. So what does Google look for in your Adwords campaigns? Google is looking to see if your ad and your site are 100% relevant to the keyword that was searched on. Google loves to see the keyword appearing in your ad a couple times and appearing several times throughout your landing page. That way Google know that it’s providing the searcher with relevant results. If your campaign is not set up like this then this is exactly why your bid prices are going up everyday. Google has deemed your campaign with “0% Relevancy”.

You Must Make Your Campaigns Have Relevancy
You may ask, “Well how is it possible for me to write a specific ad for each keyword and make my landing page relevant to my entire keyword list?” That’s where the art of professional ppc management comes in. You MUST make your ads and your landing page be relevant to the keyword searched on. This is the key to getting lower click costs! If you don’t have the time or the know how to make your campaigns have perfect relevancy then it’s time you considered outsourcing your ppc management to a professional.

You Must Organize Your Campaigns Correctly
Google majorly frowns upon campaigns that have all of their keyword lists stuffed into just one or two adgroups. Google expects all of the keywords to be sorted and organized into very closely knit adgroups with all of the keywords in an adgroup being relevant to each other. Google hates campaigns that have tons of keywords in the same adgroup and absolutely detests when the keywords have little to do with each other. In ppc management I’ve found that I get far better results if I take my clients keywords and put each keyword into an adgroup on its own. Organizing your
campaign correctly is a huge part of getting great click costs in Google.

Split Testing Your Ads Can Dramatically Decrease Click Costs
That’s right; Split Testing your ads Daily can have a dramatic effect on click costs. If you think about how Google determines ad cost you’ll begin to realize how important Split testing actually is. Split testing helps you find which ads are higher performing and obviously the higher performing ads get the most clicks. If your ad is 1) Perfectly Relevant and 2) Has a great Click-Through-Rate this means that your ad will have a higher Quality Score. Quality score helps determine your ad rank and your cost per click.

I know it sound very confusing, but Split Testing in combination with the techniques I mentioned above is extremely powerful. If you don’t understand all of these strategies to decrease your click costs, then it’s time you decide whether you’re going to learn how to apply all of these strategies yourself or whether you’re going to let a PPC Expert do all of the heavy lifting for you. Adwords is a complicated game but if managed correctly can be a very profitable source of income and leads for your business.