3 Steps to Reduce Your Google Advertising Cost By 94%

If you have been running ads on Google Adwords or DoubleClick by Google, you already know that search provides the highest quality of traffic.

The purchase intent of someone searching for your brand on Google is very high and if you can capture that interest, you can leave your competition in the dust.

There is just one problem: The cpc (cost per click) on search ads seems to be getting higher. In the B2B sector, costs have gone up by 47% in the last year. Similar increases can be seen in healthcare, IT, transport, banking, legal, travel, entertainment and retail.

So, how do you get more conversions and sales while paying less. The solution it seems, lies in a strange place - Search Engine Optimization (SEO).

How is CPC Calculated?

Before we get into the techniques of reducing your cpc , let's look at how Google charges you per click. We know that the cpc that you pay is directly related to the quality score of your keywords and the quality score is based on three main factors:

• Expected CTR – a prediction of how likely your ad will get clicked based on historical and market click data.
• Ad Relevance – how well does your ad copy relate to the keyword and search intent.
• Landing Page Experience – does your landing page provide content relevant to the keyword and ad text, and how’s the user experience?

(You can check the quality score of your keywords by enabling 'quality score' inside your Adwords & DoubleClick account)

You can see from the screenshot of our ad campaign that our top keyword has a quality score of 9/10.

We were paying AED 20.22 per click for this keyword when the quality score was 3/10. But when we increased the quality score to 9/10, the CPC dropped to AED 1.4.

That's an astounding 94% decrease in cost!

You can imagine the kind of additional traffic that you can get from your Adwords account, if you are able to apply this process for your top performing keyword (golden keyword).

If you have a large budget and have the know-how on how to achieve this, you can almost put your competition out of business.

How to increase your Quality Score?

There are 3 steps to increase your quality score and if it seems complicated, you can always reach out to us on (kishore @seosouq.com).

If you want to do it yourself or have your existing agency to do it for you, here are the detailed instructions:

1. Dig into your Google Webmaster tools and see how your site is placed in terms of impressions and clicks with regards to your golden keyword.
2. Go into Google Analytics and check the bounce rate of the landing page that is associated with your golden keyword. If your bounce rate is low (below 50%) and your time spent on site is high (above 1 min), you are good to go. If the bounce rate is high and the time spent on site is low, you will have optimize your landing page.
3. Check the conversion report and see if your landing page is converting between 3% and 20%. If your page is outside this range, Google RankBrain will immediately pick up the signal that the landing page is not relevant to the user.

Once you have all this data, you can start your SEO campaign based on the insights that you have gained from the 3 steps above.

In the past, SEO was an easy process. You created thousands of backlinks from other sites using a variety of tools and after your site rises to the top, you could disavow the risky links.

Now, that kind of Black Hat SEO can get your site banned from the Google index altogether. After Google introduced its RankBrain, SEO has changed at lot. (surprisingly many SEO agencies are not even aware of Google RankBrain's existence)

RankBrain is an algorithm learning artificial intelligence system that helps Google to process search results and provide more relevant search results for users. It's a system that keeps learning on its own and improving with kaizen steps.

You will need top quality content, relevant backlinks and a good user experience to keep your bounce rate low, time on site high and conversion rates above 3%.

If you manage to do all that, you can expect your quality score to shoot up to 9/10, which means your cpc will drop by 94%.

Imagine, how much more traffic you can buy with that kind of savings!

If you want to increase your quality score to 9/10 and decrease your cpc by 94% contact us on 00971-50-6986164 or 00971-50-2068677 and one of our team members will help you.

(Please note that we only work with clients that have analytics data and the hunger to dominate the digital space)