Not to worry, this element of Google paid search does carry a bit of a vague element. That’s why we wanted to shed some light on how your cost per click (CPC) is determined, and the mechanics behind what goes in to effectively lower the costs of a PPC campaign.
It all comes down to a ‘Quality score’
Google has a unique method of calculation in place called a ‘quality score’. When a paid ad campaign is set up, a value is given to a keyword or keywords phrase contained within your paid ad every time your ad matches a search query.
A ‘quality score’ has the potential to:
The object of the game here is to achieve the best quality score possible, resulting in reduced campaign costs and a better ad position.
The art of cutting costs
It’s all a cost cutting exercise! But success isn’t that simple…
Like everything Google does, there must be a high degree of relevancy in order for your ad campaigns to perform to the best of their ability.
Your landing page relates directly proportionate to the success of your paid ads!
For your business to be running efficient, long-term paid ad campaigns you’ll need a successful landing page.
Landing page optimisation is the process of revving up a target landing page specifically for PPC performance. This could entail anything, from the customization of build, split testing to creating an entirely new webpage from scratch!
The bottom line is, there is a lot more that goes into pay per click campaigns that meets the eye.
If you would like to know more about Pay per click advertising, talk to us!