You should first measure Google AdWords advertising costs together with your return on investment. In order to be able to say that your advertising campaigns are efficient, the benefit to you must be more than the cost you spend for that AdWords campaign in the period you set. Many people focus on lowering their average CPC values. While this may seem like the right effort, it is actually more accurate to minimize the cost per conversion.
Even if you are not tracking conversions in your Google AdWords campaign, you can report and measure how much of the sales came from Google AdWords with the feedback you receive from your customers during the sale. Lowering your average CPC bids will lower your advertising costs, but your conversions will also decrease as your average position decreases in parallel. From our long-term reports, we noticed that our customers mostly get more conversions when they are in positions 1 to 4. Therefore, lowering the average CPC values may cause you to make less sales. There are a few good moves you can do to both increase your sales and reduce the cost of advertising.
Negative Keywords Add negative to your Google AdWords campaigns of irrelevant words you find from Google Analytics and Google AdWords search terms report. Irrelevant words create unnecessary clicks and unnecessary costs to you. In addition, clicks you receive from products or services that you do not sell cause a decrease in the quality score for that word. For example, if you do not offer free software, you can add negative words such as free, free, demo to Google AdWords campaigns. This free software prevents you from getting clicks on words like free programs. In this way, the budget you allocate to irrelevant words and the clicks you get from these words will be directed to more relevant keywords. More relevant keywords will result in more sales from Google ads, which in turn reduces the cost you spend per conversion.
Keyword Match Options Usually, when creating AdWords accounts, keyword preferences are left as broad matches. This gives you high traffic and impressions. However, the fact that all words are broad matching brings you irrelevant clicks and unnecessary ad impressions. For example, if you add the word TV as a broad match, your ads will be shown in words such as TV channels, TV Programs, Tube Television. This results in a low quality score for you as users will not be able to access the content they are looking for when they click on your ads. Instead, if you add the word Samsung LCD TV as an exact match to your AdWords campaign, you will ensure that people searching for the relevant product will reach you directly. If you add it as Samsung LCT TV Buy, you will directly reach the users who have made the purchase decision. To add a full keyword, simply write the keyword in square brackets. For example, [Buy Samsung TV]. If you want to take advantage of the high search volume of words such as TV and LCD and increase your brand awareness, add all the products you want to sell as exact matches. Include common words like LCD and TV with lower bids as broad match when another campaign or AdWords ad group gets. This gives you high impressions and clicks. As another method, if you want to ensure that your keywords are derived as broad matches but do not receive impressions for very unrelated keywords, when you add keywords such as Samsung + LCD + TV, your ads will appear in LCD and TV searches. In addition, your ads can be displayed in words such as LG LCD TV Siemens LCD TV. however, for searches such as tube television or TV channels, your ads will not appear on Google searches. 2 Relevant Ad Texts and Ad Groups First of all, you should organize your Google AdWords ad campaign to reflect the tree structure of the products and services you sell. For example, the presence of TV and White Goods ads in the same ad group or in the same ad text creates unnecessary clicks for you or even if the right click is correct, it causes the user who comes to your website to leave without finding what they are looking for. To prevent this and increase your conversions from the clicks you receive from Google AdWords ads, direct users to the page of the product they are looking for when they click on the ads. Thus, the user reaches the product they are looking for as soon as possible and goes through the conversion process without getting lost in your site. Editing your ad text to include the most searched words creates a higher quality score and therefore lower advertising costs.