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Why are you having problems?

No Negatives

Negative keywords don’t just lead to better quality traffic but the bi-product is that introducing negative keywords means less irrelevant appearances, higher CTR, more relevancy and therefore.. you guessed it.. Cheaper clicks!

What you can do to fix it:

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Put your negative keywords in. Putting in the negatives will allows for a more relevant ad as well as a better CTR that lead to lower cost per clicks.

No Mobile Landing Page

Mobile is huge now and you will find that mobile traffic makes up anywhere between 30-50% (possibly more) of all the traffic coming through Search. People will take action from their mobile, especially in industries such as beauty, travel or auto.

Best of all, mobile is actually still a bargain if you can get your landing page experience right. Not only are the cost per clicks generally a little cheaper, CPA are improving all the time so don’t ignore the opportunities still available in mobile.

What you can do to fix it:

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Increase your mobile bids adjusters and create mobile optimised ads. Better CTR on mobile can save you clicks and drive qualified traffic at the fraction of the cost.

Landing Page

Landing page is a key determinant of quality score. What’s the reward for having great quality score? That’s right, cheaper clicks and better Adrank.

If your first step to getting cheaper clicks on PPC is to reduce your bids… look at the landing page experience as that allows for not only cheaper clicks.. but more of them!

What you can do to fix it:

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Try using a heat mapping tool like crazyegg.com to understand the habits of visitors to your landing pages. Also ensure the landing page is ultra relevant to the adcopy and the keywords your users typed in. Contextual content is simply not good enough. Also include pricing and good user navigation.

Ad Extentions

Since there isn’t enough complexity in Google’s Adwords ranking system, towards the end of 2013, Google decided to change how it calculates its Adrank (ie the position you appear on the search results page) and has thrown in Ad extensions as a key determinant of Adrank. A good Adrank can lead to cheaper clicks with no loss to position.. so use them!

What you can do to fix it:

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Use the ad extensions, use them all and there are so many these days there are bound to be some that would suit your campaign. Try the new review or callout extensions and for local businesses, Call extensions are an absolute must.

Generic Adcopy

Make sure your adcopy matches the keywords and the landing page. If you have generic adcopy is will hurt your quality score, lower your Adrank and of course, increase your cost per clicks. Lower cost per clicks can be found by simply providing better adcopy and nothing else.

What you can do to fix it:

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Check your search queries and check your keywords and make sure your adcopy is relevant. Try using dynamic keyword insertion as that may help relevancy and in turn, reduce your cost per click.

No Offer Visible On Landing Page

Is the offer you are promoting visible on your landing pages? If not you could be paying more per click than you should be. Better and more relevant landing pages lead to cheaper clicks and a landing page which is clear on pricing is what you want.

What you can do to fix it:

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Ensure your ‘offer’ is in a readable text form, otherwise it may go unnoticed and your Quality score will drop.

Using Automated Rules

Automated rules are awesome. They can save you a load of time in everyday campaign management. However there are ways to use automated rules and there are ways to use automated rules! Increasing bids on Qscore words of 2 isn’t going to get you more clicks and it certainly won’t help with your CPCs!

What you can do to fix it:

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Add Quality score in your automated bid. Ensure you don’t increase bids where the quality score is low. Source these lower performing terms and fix them, whether it be your landing page and adcopy.

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