How to Reduce Google Ad Costs?

In this content Google Ads We will discuss the points you should pay attention to when creating and managing your ads, the elements that will reduce your costs and the points that are important for your ad quality.

Things to Consider in the Ad Creation Process

Determination of Advertising Purpose

Before you start your ads, you need to determine your goals and advertising objectives. If your goal is to increase the number of visitors to your site, you can identify and target the keywords that attract the most visitors.

If your goal is customer, ad texts, keywords and banners should be used for conversion and sales purposes, such as taking the user to purchase, making a reservation, making a search, etc.

The presence of content suitable for the message given in the ad on the site to which the ad will be directed will reduce the bounce rate and increase reliability, as well as shorten the process leading to the purchase.

Target Audience Analysis

Knowing and understanding the target audience in detail before creating ads will prevent you from showing ads to the wrong audience and will also reduce your advertising costs. As you can determine the target audience you will show ads to, you can also negate the users you do not want your ad to be shown to and show your ads to the users you target at more affordable costs.

Competitor Analysis

The most important issue that advertisers should pay attention to and carefully research on Digital Platforms is competitor research.

Before creating an advertising campaign, advertisers should analyze search ads, competitors, competitor advertising models and organic search results to create an advertising fiction. Thus, they can create the right advertising fiction by predicting which keywords should be used and what the cost per click will be.

Below are the competitor research results of an advertiser who wants to advertise in the footwear category.

Building a List Using a Keyword Planner

Google Keyword Planner is a completely free software. Using the Keyword Planner you can see the keywords you will be advertising for, competitors, costs per click and keyword competition rates. With the help of this planner, you can identify words with low cost per click but high search space and add them to your list or create a new list.

Using Effective Headlines in Ads

You must use keywords in the title and description texts you create for the ads without exception. Most importantly, the ad texts you use in the title and description sections should be relevant to the site you are directing the ad to.

If users do not see the appropriate text for the result they are looking for, they will leave your site immediately. This will increase your bounce rate and lower your quality score.

Increasing Quality Score

In order to achieve high conversions from the ads you run, your Google Ads quality score must be high. Quality score is a score that measures the relevance of the ad, determined by a value between 1-10 for each keyword in your ad group. The quality score determines the position of your ads and how much you pay for each click.

The higher your quality score, the higher you can rank, even if your bid for ads is low. There are many metrics by which we can improve your quality score. Increasing the quality score will help your ads rank higher and lower the cost per click.

Most importantly, the SEO audit of your website must be done correctly.

Remarketing

By adding remarketing code to your site, you can attract visitors who have already visited your site with Google Ads back to your site when they are browsing other sites. When remarketing tags are used in conjunction with Google Ads ads, you attract more ready-to-buy visitors to your site. In addition, since you show ads to the user who has already visited your site, you show ads to the relevant audience at a more affordable cost.

Suitability of the Website for Mobile Use

Mobile device usage in Turkey has reached over % 90. Mobile compatibility of websites is one of the most important issues to be considered in the advertising process. Sites that are not suitable for mobile use will have low performance from the ads directed to them, as well as an increase in the bounce rate and misuse of the budget.

Site Opening Speed Control

One of the most important things to consider before creating ads is the page speed test. Directing ads to sites with low opening speeds causes the user to exit before reaching the site and causes unnecessary use of the budget. Site opening speeds should be increased before starting advertising. You can test opening speeds from various page speed control tools.

Things to Consider During Ad Management

Keyword Optimization

Different versions of your keywords that you add for your ad to be shown can provide you with conversions. By checking search terms, you can add searches that convert and drive traffic to your keywords.

Negative Keyword Optimization

One important issue that many advertisers overlook and neglect is negative keywords. The keywords you add to show your ad can sometimes trigger words that are incompatible with your business or the service you provide. Naturally, these words cost you extra money and do not lead to conversions/orders. It is very important to check your keywords both in general and at the keyword level and add unnecessary words to the negative keyword list.

Display Network / Remarketing Placements

If you are using a display network or remarketing, checking the placement of your ads (the sites where they are shown) will prevent the ad from being shown on unnecessary and irrelevant sites and reduce costs.

Conversion / Order / Phone Call Tracking

When creating ads, you need to set a conversion goal that matches your intent. If your goal is a purchase, you can set each purchase as a conversion or an addition to cart as a conversion. If your goal is a phone call, you can set each phone call button click as a conversion goal. With the conversion tracking you create, you can identify the channels and words that bring you conversions or not. By shifting your budget from non-converting targets to converting targets, you can use your advertising budget very accurately. Thus, you can increase your conversions without increasing your cost.

Location Tracking

Assuming that you are a Turkey-wide business, you can measure how many conversions you get from which provinces, from which provinces you do not get conversions, and you can increase the efficiency you get from Google ads by focusing on the provinces where you receive orders as in conversion tracking. Depending on the frequency and cost of the conversion, you can adjust the bids according to the provinces as in the image below.

Device Tracking

Finding out whether your customers who make a purchase through Google Ads are coming from desktop, mobile or tablet, and adjusting mobile/desktop/tablet bid rates according to the conversions will again prevent your advertising budget from going to waste. For example, if you are a business that is more likely to be searched from mobile, you can lower desktop bids. Or if your site has a long order process and you want to pay less for mobile visitors, you can lower mobile bids.

Demographics

In the ad campaign you have created, you can increase the bids of the age group that you get performance from by checking which age range and gender you are converting from demographically. You can exclude the age range with high cost and no conversion or lower the bid.

Advertising Time Planning

By measuring on which days and at which time of the day your campaigns bring more conversions, you can increase the bids of the time period in which you perform and decrease the bids of the time period in which you underperform. You can use your budget in a maximum way.

When all these points are taken into consideration, your advertising campaigns will be optimized in the best way and your advertising costs will decrease.

If you want to examine the different channels of the digital marketing sector, we recommend you to review our Digital Marketing and Channels article.