Cheap and converting traffic is one of the key goals for any online entrepreneur looking to grow a project effectively. Today, we’ll discuss how to lower the cost-per-click (CPC) and find inexpensive traffic in Google Ads in sufficient quantities.
To answer these questions, let’s first determine what influences the CPC you pay to the search engine.
Factors influencing the cost per click:
➊ Search query popularity
The higher the search volume for a query, the lower the CPC tends to deviate from the base price. This is why low-frequency keywords can sometimes cost 10-20 UAH or more.
➋ Competition
The more competition there is, the higher the CPC, and vice versa.
➌ Keyword match type
The more precisely you target traffic with exact or phrase match keywords, the higher the cost per click tends to be. This works similarly to point 1.
➍ Ad and landing page quality
If your ad and landing page closely match the keyword, this can help lower your CPC.
➎ CTR (Click-Through Rate)
A higher CTR within an ad group leads to a lower CPC.
➏ Maximum bid
The closer your maximum bid is to the actual competitive price, the more auctions you’ll win, which can lead to a lower CPC.
➐ Daily budget
If your daily budget exceeds the actual spend, you won’t trigger a “limited budget” mode, which can cause sporadic ad impressions. Continuous presence in the auction helps stabilize CPC and prevents price inflation.
➑ Ad impressions frequency
Evenly distributed impressions are cheaper than accelerated ones, as auction dynamics take into account not just price but other factors.
➒ Ad interruption
Pausing your ads and re-entering the auction can require you to set a higher bid (compared to the average competitive price) to win. While the auction technically triggers with each search, in practice, regular impressions tend to lead to lower bids over time than when you first launch the campaign.
Now that you understand the factors that affect CPC, it’s easier to answer the question – “How do I lower my CPC?”.
Simply put, align all these factors to your advantage. Now, when someone promises to reduce your CPC significantly, you’ll know that’s not entirely professional. CPC can be influenced indirectly, but not directly. Achieving lower CPC is possible, but it requires long-term, meticulous, and strategic effort.
How to find cheap traffic?
There are several ways to achieve your goal of cheap traffic:
- By balancing search query popularity and competition.
- By carefully selecting broad match keywords.
The CPC can indeed be minimal, but keep in mind that this isn’t the ultimate goal. You should always monitor conversion rates. These broad or low-competition keywords are often non-commercial or indirectly commercial, so it’s crucial to continuously analyze your website's performance to make strategic decisions. If you need help with this, we’re here to assist you.
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