Contextual advertising Google. What influences the cost of a click?


What influences the CPC (cost per click) in Google Adwords, and therefore, also the price of contextual advertising and its settings?

Let's see!

When it comes to the highly competitive world of Google ads, finding ways to lower the cost per click (CPC) for your campaign keywords is a vital step in becoming competitive and ultimately succeed in contextual advertising.

How can I reduce the cost of a click?

Bid reduction is the primary way to lower your average cost per click on your Google ad campaign. By lowering your bids, you give Google a lower maximum CPC.

If your campaign takes a good position in issuing, but is currently limited by the budget, you can afford to lower your bids, because lower bids mean a lower average CPC. Despite the fact that the position also drops slightly, the number of clicks will not decrease.

Recently, Google has the possibility of machine learning and automatic rates. Google handles everything from monitoring rates to adjustments!

However, if you want to fully control what is happening, you will have to switch to manual bid management. This will allow you to focus on the keywords that work, and then set appropriate bids for them.

Remember that you can also lower bids on certain keywords while maintaining a high position in the search results. This is because the rates are periodically reduced (competitors are gone, out of season and other circumstances).

That is why it is so important not only to set up advertising campaigns correctly, but also to lead them.

New keywords will also help reduce the cost of a click. How it works?

Suppose you run Google contextual advertising for a flower shop(see case of contextual advertising for Yandex), but faced stiff competition. Since you are a start-up business, you cannot afford a huge budget in Google Ads. Here you can benefit from conducting additional keyword research. Use words and phrases that your competitors do not have. The more words you type for your campaign, the greater the likelihood of low CPC on some of them.

Free life hacking: If you want to find low-bid keywords, use Google keyword planner to filter your bid phrases. Among the "cheap" keywords you can find relevant to your advertising campaign and save the budget!

Long tail keywords are another budget variant of semantics for an advertising campaign. If you advertise in a highly competitive industry, the cost per click for your campaign can be very expensive.

In this case, to avoid using expensive keywords, you could do some research and try to find long key phrases that are rarely recruited but have the ability to hit the target 100%.

Long tail keywords tend to have higher quality scores, and a better quality score is the most effective way to lower the average cost per click.

Remember that Google calculates ad rank by multiplying the maximum CPC by the quality score. Therefore, a keyword with a long tail and a higher quality score will be more cost-effective for your campaign and will help lower your total cost per click.

Just a caveat: if you include keywords with a long tail, make sure they have enough search volume, because even if they have quality indicators of 10 out of 10, they will not benefit the campaign.

Experiment with match types for key phrases. You will notice that the same keyword phrase in different match options will cost differently. Test your keywords in different types of matches and disable expensive ones.

Make your ads more relevant. Ad relevance is matching a user's request. The more they match each other, the sooner the user will select your ad, which means that the CTR for this word and the ad will increase, which will lower the cost of a click!

A landing page must also be relevant to the ad and request. Google also considers landing pages as a factor for calculating the quality score of your keywords. Therefore, it is necessary that on the landing page, closer to the title were the keywords used in the ads.

Consider all factors affecting CTR. Experienced advertisers have long noticed that working on bids is beyond the scope of working on keywords.

 They take into account many other factors, such as the user's location, which device he uses, which clocks attract more traffic and potential customers.

And they bet according to the following conditions:

• Which days bring the most traffic

• What time of day is converted above

• What device is used?

• Where is the better traffic?

To lower the cost per click, advertisers should always consider this information.

For example, if you find that only clicks are generated on a certain day of the week and there are no sales, you can pause or stop your ads on that day. On the other hand, you can increase the bid on days when both targeted clicks and sales are generated, which increases the conversion rate.


While lowering the cost per click is important for achieving success in Google advertising and improving other aspects of your campaign, this should not be your only final goal. The ultimate goal of launching an advertising campaign should be to meet the needs of your potential customers and improve user interaction, which, as a result, will attract more traffic to your website and make your business profitable.

In other words, do not dwell on indicators, especially on one. Reducing the cost per click is just one piece of the puzzle.

Also remember that competitive keywords have a high CPC, but usually have better conversion rates. If you think about it, no one will compete for keywords that are not converted. In the end, you should think of your keywords as an investment in your AdWords success.

If you have other tips on how to lower the cost per click and increase the overall effectiveness of Google ads, share them!


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