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Many small businesses are making use of PPC (Pay Per Click) online advertising models like Google Ads. An important goal in Google Ads is to increase traffic. In other words, maximize clicks while attaining as low of a cost per click (CPC) as possible. This will ensure that your Google Ads campaigns are cost-effective, which in turn increases your return on investment (ROI).
Clicks Up, CPU Down for Local Client
The Google Ads Account for a local hair salon business, BAM Beauty Bar yielded a 54% increase in clicks and a 37% decrease in CPC year over year (January 2022 vs January 2021).
(Source: Google Analytics Reports)
How Did We Do It?
Kash Data Consulting, LLC. increased traffic and lowered cost per click for this Google Ads account through close monitoring of keyword performance, quality scores, and creating relevant ads, along with budgets and bidding strategies.
Here are a few tips based on our Google Ads experience:
Closely Monitor Google Ads Keyword Performance
Use a mix of long-tail and short-tail keywords
Long-tail keywords tend to have much less volume of searches, which means that there is less competition in terms of bidding. This helps drive down your cost per click. However, using shorter keywords in Google Ads bring more visitors to the website, so be sure to include these as well. For example, when running Google Ads for the hair salon client, we combined short-tail key words like “blow dry bar” to drive traffic with long-tail keywords like “best hair and makeup artist”.
Use the Search Terms Report
A search term is a word or set of words that a person enters when searching on Google or on one of their search network sites. (Source: Google Ads Help)
This is a great tool for new keyword suggestions. The link below provides additional information.
Pause Low Performing Keywords
Keywords with a low-quality score in Google Ads and little to no conversions can still accrue costs, and affect the overall quality score of your account.
The higher your quality score, the higher your ad rank can become and the lower your cost per click will be.
Create More Relevant Google Ads
Include keywords from the Google Ads ad group into the ad’s headline and description.
Use Responsive Ads with Multiple Headlines and Description Options.
This allows Google Ads to show the most relevant combinations to your customers.
For example, Responsive Ads for the local hair salon account yielded 52% more clicks than text ads (Source: Google Reports – Nov/Dec 2021)
Routinely Monitor Client Website for Opportunities to Increase Google Ads Traffic
New products or services
Use Relevant, High Value Google Ads Extensions
Engage Customers and Drive Traffic
Increase Click-thru-Rates (CTRs)
Take up more real estate on the SERP
Increasing clicks while lowering your CPC is an attainable goal when your want to increase traffic in Google Ad campaign is closely monitored and managed. Everything you can do to direct traffic, with a high purchase intent to your website will be beneficial.
Instead of wasting time and energy trying to do your own PPC Campaign, reach out to Kash Data Consulting LLC and start taking advantage of the value of SEO today.
Kash Data Technology LLC provides a wide range of services to Dallas area small businesses looking to boost their visibility and gain customers. We can help with SEO, Google Analytics, Google Ads, Social Media Marketing, Local Search Marketing, YouTube Optimization, and content writing to clients in Plano, Frisco, Allen, and the surrounding DFW Metroplex. Please contact us by online form or email (firstname.lastname@example.org)