15 Ways to Lower Your Cost Per Click in Google & Facebook Ads

With the whirlwind of modifications to the advertising and marketing ecosystem this previous 12 months, many people have had to revisit what’s real looking in phrases of our promoting ROI. And whereas there are lots of PPC metrics that affect ROI, at present I would like to zoom in on price per click on (CPC).

So, utilizing probably the most most up-to-date knowledge accessible, I’m going to enable you to:

  • Find out common price per click on in 2021 for Search, Display, Shopping, Facebook, and Instagram adverts.
  • See how these CPCs examine with one another and to previous years.
  • Lower your price per click on with 15 platform-specific ideas

So let’s begin with Google Ads.

How to decrease Google Search adverts price per click on

Google Search nonetheless stands as any digital advertiser’s bread and butter place to begin for rising a web-based presence. Yet, the cost of running Google Search ads nonetheless bewilders many.

What is the common CPC for Google Search adverts in 2021?

Over the previous 4 years, the common CPC for Google Search adverts has ranged from $2.39 – $2.69. That common is barely elevated by authorized and authorities. Our newest knowledge gives a median CPC of $2.39, however when you exclude the authorized business from the checklist, the common CPC is $1.72.

how to lower cost per click—average cpc for google search ads

Historical Google Search adverts CPCs:

  • 2018: $2.69 (starting from $1.16 – $6.75)
  • 2019: $2.41 (starting from $1.30 – $6.35)
  • April 2020: $2.76 (starting from $0.82 – $10.96)
  • June 2020: $2.39 (starting from $0.21 – $15.82)

Although Search adverts have been across the longest in the world of digital promoting, individuals nonetheless really feel they wrestle to excellent their low CPC recipe. Try these three ideas as a means to save:

1. Choose your key phrases correctly, and don’t simply leap for the most cost effective one!

Keyword research is a given when it comes to Google Search, however we’re not simply speaking about ruling out the priciest on common key phrases. In truth, don’t leap to ignore anyone key phrase based mostly on value, however select based mostly on quantity and the types of search queries you want to attract.

For instance, if your best converting keyword can also be your most costly, you don’t need to miss out on all these conversions in the title of frugality. But it’s your decision to downsize your key phrase checklist to save on spend elsewhere whilst you bid on that one high-converting keyword.

Or, a pricier key phrase might have a better common search quantity which may equate to bringing in extra clicks to your web site—growing your anticipated CTR. This improves your Quality Score which can enable you to pull in extra clicks for much less in the long term.

In quick, you may nonetheless select your key phrases based mostly on price. But ensure to additionally think about the quantity and intent behind these key phrases. Having a wholesome mixture of low-cost key phrases and high-reward key phrases will be sure that you get the bottom CPC potential with out sacrificing conversion high quality or amount.

google ads keyword planner

2. Improve your adverts and touchdown pages to elevate your Quality Score

Remember, bids are solely half the battle when it comes time for you to pay for a click on in an public sale. For instance, an advertiser with a low bid however a high Quality Score may nonetheless win the public sale and be extra possible to pull in a click on for cheaper (it is a case the place Quality Score matters).

Google is prepared to make that trade-off as a result of it needs to make as a lot cash as potential off of paid Search adverts with out sacrificing the searcher’s expertise. Google will settle for a bid that outcomes in a less expensive click on if it means the advert can be of extra use to the viewer (in different phrases, a better Quality Score).

explanation of google ads auction

Aside from anticipated CTR, your keyword Quality Score additionally elements in advert relevancy and touchdown web page expertise. For your adverts, strive to carve out time to frequently refresh them and embrace any newly added keywords. You may additionally check out Google’s options proper from throughout the adverts editor part of the platform to see the place your present advert energy is at and the place you would enhance.

As for your landing pages, guarantee your core key phrases are on the web page identical to you’d along with your advert copy, and comply with these landing page best practices.

3. Try out the Search Partner Network

The Google Search Partner Network permits your adverts to present on any extra websites with a web-based search function which are owned below the Google household. Historically, clicks from Search Partners can pattern cheaper since they are often much less aggressive. You can decide your marketing campaign into these and measure the outcomes in contrast to Google’s SERP everytime you please—making it an effective way to check for cheaper clicks.

google ads campaign setup with option to include google search partners

How to decrease Google Display adverts price per click on

Google Display ads behave differently than Google Search ads, making price estimates much more complicated. To assist, right here’s our most up-to-date knowledge for Google Display:

What is the common CPC for Google Display adverts in 2021?

Over the previous 4 years, the common CPC for Google Display adverts has been lowering. Based on our historic knowledge, it has dropped from $0.66 to $0.41. If you take away the Occasions and Gifts outlier, you see a good decrease CPC of $0.34.

how to lower cost per click—average cpc for google display ads

Historical Display CPCs

  • 2017: $0.67
  • 2018 $.63 (starting from $1.16-$6.75)
  • 2019: $0.59 (starting from $0.60-$.81)
  • April 2020: $0.41(starting from $0.28-$1.01)

Lowering CPCs for Google Display ads will not be a standard aim since they’re oftentimes pennies per click on. Even nonetheless, you need to nonetheless take a look at your promoting efforts holistically so you may see the place it can save you to make up for areas value the additional spend.

Here are a number of concepts to decrease your Display CPCs even additional so to save that spend for doubtlessly pricier, higher-value key phrases again on Search.

4. Leverage exclusions

Since Display adverts are eligible to present on each nook of the Display Network by default, it’s necessary to use exclusions to prevent from spending on pricier clicks which are irrelevant. There are the traditional exclusions accessible to all marketing campaign varieties you could additionally apply to Display, like places.

On high of these must-have fundamentals, like places, listed here are a number of Display-specific exclusions you’ll additionally need to examine on:

  • Topics: Are there any sorts of pages that may include content material relating to subjects that wouldn’t match in your Display advert?
  • Audiences: Are there any extra audiences that you simply don’t need to present to? For instance, your converters or your remarketing audiences.
  • Placements: Do you need to present on all sorts of web sites or apps? For instance, cell app video games may outcome in unintended clicks do you have to really feel that placement isn’t the very best match for your small business. Excluding cell app and video games placements is a well-liked technique for reducing price per click on.

google ads campaign setup with topic exclusions

You can simply replace and handle Display exclusions with Google’s Dynamic Exclusion Lists.

5. Reevaluate your bidding

How a lot you’re prepared to ppc correlates with how a lot the platform is prepared to take. While competitors and different elements enable you decide how a lot to bid in your Display advert teams (guide bidding is ready solely on the advert group stage on Display), you may additionally need to strive reducing your Max CPC bid to solely pull in clicks that align along with your finances.

However, when you’re on an automated bidding strategy, you may’t at all times make that particular name (until you modify the technique’s aim, max, or goal). Your finest guess is to A/B check any bidding methods you suppose work finest for you.

6. A/B check your viewers concentrating on

Along with testing out alternative ways you may bid to get the bottom bid potential, you can too apply multiple audiences to your Display campaign and examine which of them pull in the bottom CPCs. Now, you may method this equally to how you’d choose key phrases for a search marketing campaign.

The viewers with the best reward might not have the bottom CPC. However, you don’t need all your eggs in one basket. It’s finest to strive a number of audiences to see which one brings in the very best bang in your buck, or to have a wholesome stability of a high-reward audience working for you alongside a low-cost viewers.

How to decrease Google Shopping adverts price per click on

Google Shopping campaigns might be difficult to get a deal with on because it has a special infrastructure than what you could be used to on Search or Display.

What is the common CPC for Google Shopping adverts in 2021?

Based on our most up-to-date knowledge, the common CPC for Google Shopping adverts is $0.58, starting from $0.17 – $1.55.

how to lower cost per click—average cpc for google shopping ads

Historical Google Shopping CPCs

  • 2019 $0.66 (starting from $0.34-$1.09)
  • April 2020: $0.66 (starting from $0.29-$1.07)
  • June 2020: $0.58 (starting from $0.17-$1.55)

Lowering your Google Shopping CPC is analogous to something in PPC—it’s going to take time and endurance! Here are a number of methods you may get a head begin now to see decrease CPC outcomes in the long term:

7. Build unfavourable key phrase lists that embrace a number of opponents

Since you may’t pick your key phrases on Google Shopping campaigns, on the core of any sturdy Shopping marketing campaign is a healthy negative keyword list. But how will you optimize that checklist for CPC?

We know heavier competition on the SERP can jack up CPC costs. It could also be a good suggestion to negate huge model competitor names that you simply don’t really feel match effectively along with your SMB merchandise on the SERP. This means, you’re on a stage taking part in discipline and never paying for pricier clicks since you’re displaying subsequent to huge model merchandise.

8. Try the “precedence” construction for bidding

When you prioritize your shopping campaign structure by what kind of site visitors the subdivided merchandise will entice, you’ll have the opportunity to cut up out your bidding to save in your total CPC.

For instance, the competitors for extra generic searches is increased, plus that viewers is extra top-of-funnel. Therefore, you don’t need to waste your excessive bids on searches which have a decrease probability of changing. But it might be nice when you may seize them.

google shopping priority bidding structure to help lower cost per click

By following this Google Shopping strategy, you’re being threat averse with CPC whereas nonetheless serving to to scale your campaigns.

9. Optimize your product feed attributes

Google matches your merchandise up to searches based mostly in your product feed. If your attributes are out of whack, you will have a better likelihood of losing your CPC away on irrelevant clicks.

If you’re feeling your Shopping CPC has been excessive, take a step again and take a look at your product feed. Are all attributes correct for every product? Is there any means you may tweak the way you assign your merchandise’ attributes to higher match your ideally suited searcher’s intent?

Answering these questions and manually optimizing your Shopping feed will assist information Google to match your product listings with the very best searches potential to maximize the worth of every click on you pull in.

How to decrease Facebook adverts price per click on

Facebook ads are a complete completely different beast from Google as a result of you may’t present on a searcher’s command. So, you will have to optimize to not solely have the opportunity to present up whereas somebody is scrolling by Facebook apps (this consists of Facebook, Messenger, and Whatsapp), however to additionally pull in the most cost effective click on potential.

What is the common Facebook adverts CPC in 2021?

For all marketing campaign targets, the common is Facebook adverts CPC is $0.97, with a spread of $0.25 (catalog gross sales) – $3.30 (model consciousness).

Learn extra Facebook ads costs here.

facebook ads average cost per click in 2021 by campaign objective

Image source

While it’s not as cookie-cutter as selecting the most cost effective key phrase, Facebook’s advert platform does enable for attention-grabbing tweaks you are able to do to decrease CPC:

10. A/B check your advert copy

One of the simplest methods to optimize for cheaper clicks in Facebook is to strive tweaking your Facebook ad copy. You’d be shocked how two completely different adverts throughout the identical advert set can pull in two utterly completely different common CPCs.

This is due to Facebook’s machine learning ranking your ad earlier than it decides when, the place, and the way typically to present it. If Facebook determines that your advert copy and pictures gained’t drive actions, then you definately’ll find yourself paying extra for that advert’s click on.

To A/B test your Facebook ads, strive swapping out pictures, switching out the CTA buttons, or altering the textual content to increase your Facebook advert’s CPC well being.

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11. Choose your marketing campaign goal correctly

Choosing the mistaken goal is usually a costly Facebook advertising mistake.

Your Facebook campaign objective determines how your advert can be served. Similar to Google’s automated bidding methods, sure targets might outcome in a better CPC as they prioritize different actions.

For instance, a marketing campaign goal optimized for conversions might select to present at occasions when the CPC is increased since you’re extra possible to convert. Your finest guess is to strive a marketing campaign goal out that finest aligns along with your finish aim, and when you’re not sure, then cut up your campaigns out to check two targets concurrently!

facebook campaign objectives

12. Try advert scheduling

Ad scheduling is a money-saving function you could apply to advert units in your Facebook campaigns.

While this function is barely accessible in case you have a lifetime finances set, you may leverage advert scheduling as a means to total management your Facebook prices and even your CPC since you make the decision on when your adverts present.

So, when you discover that you simply’ve been pulling in irrelevant clicks which are driving up your CPC however not changing, it’s your decision to take into consideration what occasions your viewers will worth your advert probably the most. If you’re a breakfast bar and your Facebook adverts are displaying throughout time for supper or after hours, then you would be driving up your CPC on wasted clicks!

facebook ad scheduling tab

How to decrease Instagram adverts price per click on

Under the Facebook platform umbrella, Instagram ads stay inside one other social net that may be difficult to unravel when it comes to wrangling in your CPC.

What is the common Instagram adverts CPC in 2021?

The common Instagram CPC is $1.23 throughout all marketing campaign targets, with a spread of $.20 (site visitors)-$7.00 (lead era).

See more Instagram advertising costs here.

how to lower cost per click—average cpc for instagram ads

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Your present Instagram advert CPC isn’t the tip all be all! You can work in direction of a decrease CPC with the next optimizations:

13. Customize placements

If you’re operating Instagram-only adverts from Facebook’s platform, then you definately already know you may customize your placements. However, even throughout the Instagram placements there are a number of methods you may present: on tales, News Feeds, and extra. Be certain to select your Instagram placements that finest match along with your advert kind. You don’t need to waste your clicks from News Feed when you solely need your Instagram video advert to show on Instagram Reels, and so forth.

14. Be selective along with your concentrating on

With such a saturated platform, it’s important to be choosy about who your advert reveals to on Instagram. To save your self from a excessive CPC, chances are you’ll not need to forged a large internet. With so many viewers choices to select from, don’t be afraid to dial it down by age, location, and curiosity when establishing your advert set.

instagram advertising audience options

15. Focus on engagement

After you arrange your advert set for particular concentrating on and placements, deal with advert content material that can drive engagement. When your adverts drive actions like feedback, likes, and shares, Instagram’s algorithm will rank you increased.

Not solely that, however your adverts can be extra possible to drive conversions and development as a result of they’re capturing your viewers’s consideration. To begin, strive an Instagram video ad or use the copy of your advert to incentivize your viewers to take part in the feedback.

instagram ad types

How to decrease your price per click on on Google, Facebook, and Instagram [recap]

We lined rather a lot in this put up, so let’s recap.

To decrease your CPC in Google Search adverts:

  1. Choose key phrases correctly (not simply based mostly on value!).
  2. Improve your adverts and touchdown pages for Quality Score
  3. Try the Search Partner Network
  • Based on our most up-to-date knowledge, the common CPC for Google Search adverts throughout industries is $2.39 (starting from $0.21-$15.82).

To decrease your CPC in Google Display adverts:

  1. Leverage exclusions
  2. Reevaluate your bidding
  3. A/B check your viewers concentrating on
  • Based on our most up-to-date knowledge, the common CPC for Google Display adverts throughout industries is $0.41(starting from $0.28-$1.01).

To decrease your CPC in Google Shopping adverts:

  1. Build unfavourable key phrase lists that embrace opponents
  2. Try the “precedence” bidding construction
  3. Optimize product feed attributes
  • Based on our most up-to-date knowledge, the common CPC for Google Shopping adverts throughout industries is $0.58 (starting from $0.17-$1.55).

To decrease your CPC in Facebook adverts:

  1. A/B check your advert copy
  2. Choose marketing campaign targets correctly
  3. Try advert scheduling
  • The common CPC for Facebook adverts is $0.97 (starting from $0.25 – $3.30).

How to decrease CPC in Instagram adverts:

  1. Customize placements
  2. Be selective with concentrating on
  3. Focus on engagement
  • The common CPC for Instagram adverts is $1.23 (starting from $0.20 – $7.00).

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