What factors determine your PPC costs?
With PPC, what you pay per click depends on several factors, including:
- Bid: In PPC, your bid is how much you're willing to pay to have someone click on your ad. Although you can pay less than your bid (depending on the ad auction), you won't pay more.
- Targeting: Targeting, from keywords to demographics, can also affect your PPC costs. Bidding for a competing keyword, such as a "consumer insurance agency," for example, can lead to higher costs because it has a higher cost-per-click (CPC).
- Ad Quality: Quality Score is also important in pay-per-click advertising. Big brands can't pay to win PPC because ad networks, such as Google Ads, look at the quality and relevance of ads. Often, high-quality ads can maintain lower costs than low-quality ads.
For the most cost-effective ads, focus on creating high-quality ads with reasonable offers. Before you run an ad campaign, think about your user experience. When people see your ads, for example, will it make them curious enough to click, and will your landing page meet that curiosity?
Choose an agency that values your budget. Working with an agency that doesn't treat your budget as their own can often lead to wasted advertising, high bids, and demands for even more advertising budget. Working with an agency like Creative Brackets can make your campaigns very profitable.