{"id":1772,"date":"2017-10-05T15:40:59","date_gmt":"2017-10-05T13:40:59","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/beat-high-cost-paid-search-clicks-by-sweating-the-details\/"},"modified":"2017-10-05T15:40:59","modified_gmt":"2017-10-05T13:40:59","slug":"beat-high-cost-paid-search-clicks-by-sweating-the-details","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/beat-high-cost-paid-search-clicks-by-sweating-the-details\/","title":{"rendered":"Beat high-cost paid search clicks by sweating the details"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>See details of post Beat high-cost paid search clicks by sweating the details below<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-282900 size-large\" src=\"http:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2017\/09\/dreamstime_m_56226944-e1505841477782-800x450.jpg\" alt=\"paid search clicks\" width=\"800\" height=\"450\" \/><\/p>\n<p>In some industries and sectors, the per-click cost of search keywords is notoriously expensive \u2014 so expensive, in fact, that it dissuades some businesses from even stepping into the fray. When a click can cost you $200 or more, that reluctance is understandable.<\/p>\n<p>At the same time, the costs of <em>not<\/em> stepping into PPC might be just as pricey, even if they\u2019re not as obvious. In industries where competition is stiff, you could stand to lose a <em>lot<\/em> by being conspicuously absent from PPC.<\/p>\n<p>So, what\u2019s a business to do?<\/p>\n<p>Fortunately, expensive clicks \u2014 even <em>really<\/em> expensive clicks \u2014 don\u2019t have to stop you from venturing into PPC. You just have to make sure that <em>every<\/em> click counts.<\/p>\n<h2>Industries where clicks are costly<\/h2>\n<p>Before we get into a discussion about <em>how<\/em> to make sure every click counts, let\u2019s get clear on the industries and sectors we\u2019re talking about.<\/p>\n<p>Though most advertisers aren\u2019t paying more than a few dollars per click, some industries have average CPCs of $50 or more.\u00a0Which keywords are garnering these high rates? Here are a few:<\/p>\n<ol>\n<li>Business services<\/li>\n<li>Bail bonds<\/li>\n<li>Casino<\/li>\n<li>Lawyer<\/li>\n<li>Asset management<\/li>\n<li>Insurance<\/li>\n<li>Cash services &amp; payday loans<\/li>\n<li>Cleanup &amp; restoration services<\/li>\n<li>Degree<\/li>\n<li>Medical coding services<\/li>\n<\/ol>\n<p>My agency has clients in education, insurance and legal sectors, and I can attest to the sky-high rates. In fact, I\u2019ve seen click costs of $200 or more with some clients!<\/p>\n<p>How can a business justify playing on this field? Mostly, it comes down to sweating the details to make sure every one of those clicks counts. And by sweating the details, I mean doing the following:<\/p>\n<h2>1. Pay more attention to Quality Score<\/h2>\n<p>Normally, my team doesn\u2019t manage to Quality Score. This is partly because most of our clients already have excellent Quality Scores, so it\u2019s a non-issue. But sometimes we onboard new clients that have Quality Scores that are just okay.<\/p>\n<p>Usually, we won\u2019t worry too much about these scores because we know they\u2019ll improve over time as a byproduct of good account management.\u00a0But when a client is in an industry with high costs per click, we give these Quality Scores more attention.<\/p>\n<p>As you know, Ad Rank is determined by a combination of factors, as stated in AdWords Help:<\/p>\n<blockquote>\n<p>We combine the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), the max. CPC bid, and the expected impact of extensions and other ad formats to determine Ad Rank. When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, expected clickthrough rates, and the prominence of the extensions or formats on the search results page.<\/p>\n<\/blockquote>\n<p>Consequently, in a high costs-per-click environment, we\u2019ll look closely at ad extensions, keywords, ad relevancy and landing pages to make sure everything\u2019s set up perfectly to boost the Quality Score.<\/p>\n<p>Recently, we went through this with a law firm client. The firm came to us with a decent Quality Score, but we wanted to get it even higher. We ended up creating additional landing pages to make sure that our keywords lined up perfectly with our landing pages. In fact, we ended up creating one set of landing pages for \u201clawyer\u201d themed pages and another set of \u201cattorney\u201d themed pages to make the match seamless.<\/p>\n<h2>2. Keep a tight handle on location targeting<\/h2>\n<p>Again, this is something my team does for all accounts, but it becomes even more critical in a high-click-cost environment. Obviously, you want to minimize \u201cwasted\u201d clicks as much as possible \u2014 and having your client\u2019s ad display in areas they don\u2019t serve is a big waste!<\/p>\n<p>You might think this point is self-evident, but we recently on-boarded a new client and found that its ads were showing up across the US, even though the bulk of its business was in one particular city. Needless to say, we quickly clamped down on location targeting.<\/p>\n<p>The lesson here? Target the geographic radius of the company\u2019s business, and check traffic periodically to make sure nothing extraneous is getting through. Then exclude as necessary.<\/p>\n<h2>3. Look for lower weekend bids<\/h2>\n<p>Amazingly, some advertisers turn off their ads on weekends. I can\u2019t fathom why this is. Perhaps they think no one researches universities or lawyers on the weekend. However, weekends can present an excellent cost-saving opportunity.<\/p>\n<p>In some cases, we\u2019ve lowered bids by as much as 75 percent on weekends, and the ads continue to display in the second ad position. More importantly, we haven\u2019t experienced a dip in leads over the weekend or during the week.<\/p>\n<h2>4. Focus on what\u2019s converting<\/h2>\n<p>Generally, it\u2019s better to have a handful of well-converting campaigns with generous budgets than a wide swath of campaigns with limited budgets.<\/p>\n<p>The problem with campaigns with limited budgets is that those budgets can get used up quickly. In fact, a severely limited budget might not even meet minimum bid thresholds. Consequently, your campaign ends up sitting there, doing nothing.<\/p>\n<p>It\u2019s much better to cut back on the number of campaigns and give more generous funding to those that are actually converting.<\/p>\n<p>To give a simplified example: You have 10 campaigns with a total budget of $100. You assign each campaign a budget of $10. If clicks rise to $12 each, nothing is going to happen.<\/p>\n<p>Instead, pick your one or two top-converting campaigns and assign them appropriate budgets so they can actually convert.<\/p>\n<h2>5. Experiment with shared budgets<\/h2>\n<p>Another way to address the above scenario is to set up a shared budget. A shared budget is a <em>single<\/em> budget that\u2019s shared among several campaigns. With a shared budget, you don\u2019t have to try to guess which campaigns are going to convert. It\u2019s also an excellent option when costs and campaign volume vary significantly from day to day.<\/p>\n<p>We\u2019ve deployed this strategy with some of our university and law firm clients, and it\u2019s worked well. It avoids scenarios where some campaigns have used up their entire budget allotment, while others have budget remaining but aren\u2019t seeing any action.<\/p>\n<h2>6. Lean into the Google Display Network<\/h2>\n<p>Often, we find that costs per click are lower on the Google Display Network (GDN) \u2014 sometimes <em>much<\/em> lower. In fact, I\u2019ve seen $200 Search Network clicks priced at $5 on the GDN!<\/p>\n<p>In addition, the GDN has all kinds of options for placement and targeting, which allows you to get super-specific and thereby minimize waste.<\/p>\n<p>That\u2019s why we\u2019ll often suggest starting on the GDN before moving to the Search Network when industries are hypercompetitive, and clients are competing against big brands with big budgets.<\/p>\n<h2>7. Choose your devices wisely<\/h2>\n<p>Sometimes, clients feel they should run their ads across all devices: desktop, tablet and mobile. But this isn\u2019t always the case.<\/p>\n<p>Sometimes, click costs are lower on some devices (e.g., mobile) than others, which can create another cost-saving opportunity.<\/p>\n<p>We recently came across a retailer who was running all of their campaigns on mobile \u2014 and just mobile. This may seem surprising (especially for a retailer), but for this client it made sense. They were getting great performance on mobile \u2014 and cost per acquisition was lower there, too.<\/p>\n<h2>8. Spend more time looking forward than back<\/h2>\n<p>We constantly look at comparative month-over-month and year-over-year data. But when clicks are super-pricey, there\u2019s a danger in putting too much emphasis on this data. Things always change. New competitors enter the market. Google raises their prices. Or any other number of things can happen.<\/p>\n<p>So rather than getting tied up in knots wondering, \u201cWhy are we paying $59 per click when we paid $50 last year?,\u201d you\u2019re better off spending your time on the things you can control.<\/p>\n<h2>Don\u2019t stop sweating the (right) details<\/h2>\n<p>Sweating these details won\u2019t turn expensive clicks into cheap clicks. But it can sometimes bring down costs a bit and, more importantly, help make sure that every click counts.<\/p>\n<p><a target=\"_blank\" href=\"http:\/\/feeds.searchengineland.com\/~r\/searchengineland\/~3\/a0IWmwl4M5k\/beat-high-cost-paid-search-clicks-sweating-details-282895\">view the original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1772\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1772\" ).width(jQuery( \".scroller_1772\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>See details of post Beat high-cost paid search clicks by sweating the details below In some industries and sectors, the per-click cost of search keywords is notoriously expensive \u2014 so expensive, in fact, that it dissuades some businesses from even stepping into the fray. When a click can cost you $200 or more, that reluctance &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/beat-high-cost-paid-search-clicks-by-sweating-the-details\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Beat high-cost paid search clicks by sweating the details<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Beat high-cost paid search clicks by sweating the details - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/beat-high-cost-paid-search-clicks-by-sweating-the-details\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beat high-cost paid search clicks by sweating the details - test\" \/>\n<meta property=\"og:description\" content=\"See details of post Beat high-cost paid search clicks by sweating the details below In some industries and sectors, the per-click cost of search keywords is notoriously expensive \u2014 so expensive, in fact, that it dissuades some businesses from even stepping into the fray. 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