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PPC - Lowering cpc questions

by jls2505
5 replies
  • SEO
    • |
Hello - Just getting back into some serious PPC and I was always instructed that after a while you could slowly bring your cost per click down a few cents at a time - always watching your quality score and google ad position to make sure you were always in that sweet spot between position 3 and 6 on the top page. Today however I notice that on the PPC page, Google have put that if you lower your cost per click you will get less impressions. I guess tryung to encourage you to keep the amount you are prepared to pay high. Does anyone know if that is actually true? Becasue I would have thought they would have wanted to maximise the number of clicks in order to maximise the amount of clicks and thus money they make?

All advice gratefullly received!

Many thanks
#cpc #lowering #ppc #questions
  • Profile picture of the author paulgl
    In theory, lowering your CPC will put you down the food chain, lowering
    your clicks. Makes sense. But read on.

    Don't be afraid to bid high. If you can't, you will settle for whatever you get.

    You can build up your QS and CTR. Follow all rules and
    guidelines google gives you for your advertised site and ad. Test.
    Find what ad/keyword combo works best. Build on that.

    Believe it or not, as your QS rises and your CTR gets better, google
    will reward you with a lower cost. A lot of people don't realize this.

    If you are in it for the long haul, and follow the learning curve, your
    CPC will be much lower. That is, your bid will be lower than others to
    appear on top.

    Contrary to popular belief, google wants the best performing ads shown
    and on top. It's better for the customer who clicks.

    Because google is in business, and they have to contend with high
    paying big customers, it may not be possible in all instances.

    But the higher QS and CTR, the more they will reward you.

    The trick is spending money to get there.

    There is nothing wrong with being a second tier ad, if it is profitable.
    That's probably where the majority of adwords users are anyway.

    Many people are content with less showings, less clicks, but at least
    making decent money.

    Of course you cannot let up your guard. Don't let your QS and CTR
    be so poor that google thinks you are not worth keeping.

    Paul
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    If you were disappointed in your results today, lower your standards tomorrow.

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  • Profile picture of the author jls2505
    Hi Paul

    Many thanks for your detailed reply. Things have changed then in the last couple of years. Perhaps Google got wise to the lowering of click cost practise?

    Anway will have to reverse the lowering of cost per clicks I was doing. Do you think it makes sense to put keywords that have a good CTR into their own adgroup? I currently have probably over 20 keywords in an adgroup. Some are not getting clicked on at all.... Does that matter or should I take those out and put them in a seperate group?

    IN your opinion how long does it take for Googel to recognise the good quality score and CTR before lowering the cost of the keywords?

    Many thanks - mcuh appreciated.
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    • Profile picture of the author swords
      Sorry to intrude on your thread, but instead of making *yet another* PPC question thread, I'll just post my question in yours (if you don't mind).


      If Google is telling me in Keyword Tool that the 'Estimated CPC' for #1 ad position is $0.05, can I bid $0.05 and ensure that spot? I checked my keywords, and all of them have ads on the position, so it's my spot to take.

      My keywords ARE related to my website, but I did not prepare this site for SEO purposes, so keyword density is lacking. Will Google punish me if they don't find my keyword once on my website? Or am I for sure going to pay no more than $0.05 for all keywords?
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      • Profile picture of the author tryinhere
        Originally Posted by swords View Post

        Sorry to intrude on your thread, but instead of making *yet another* PPC question thread, I'll just post my question in yours (if you don't mind).


        If Google is telling me in Keyword Tool that the 'Estimated CPC' for #1 ad position is $0.05, can I bid $0.05 and ensure that spot? I checked my keywords, and all of them have ads on the position, so it's my spot to take.

        My keywords ARE related to my website, but I did not prepare this site for SEO purposes, so keyword density is lacking. Will Google punish me if they don't find my keyword once on my website? Or am I for sure going to pay no more than $0.05 for all keywords?
        if you have not got the quality score column showing in your keyword tab, select and add that column, that will tell you how much G loves your current keys / set up.
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        • Profile picture of the author deertrail
          Quality score is the key. If your quality score is high, then you can incrementally lower your bids and still get high impressions and clicks.

          If your quality score is low, then your ad position and impressions will drop, even if you keep upping your bid.

          -Bryan
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