Let’s say you’re running a new campaign but you’re facing tough competition . Since you’re a startup, you can’t afford a huge Google Ads budget .
So, you can definitely benefit from doing some additional keyword research. A good tool to help you in this search for alternative low-cost keywords is the Keyword Planner.
There are a few approaches you can take to find new keyword variations. For example, you can use your main keyword to get additional ideas. Then, you can filter the results by competition to find low-competition keywords.
Additionally, you can perform another filter in the estonia phone number resource Keyword Planner, however, using the Suggested Bid column and filtering the keyword options with average CPC.
By doing this type of keyword research, you can find some really good options to improve your campaign performance while reducing your CPC at the same time. Here are two practical tips in this context:
1. Long-tail keywords
If you are advertising to a highly competitive industry , chances are the CPC for your campaign will be too expensive.
In this case, to avoid using high-cost keywords, you can research and try to find alternative long-tail keywords. Long-tail keywords tend to have higher Quality Scores , and having a better Quality Score is the most effective way to lower your CPC while maintaining a good average CPC per position.
It’s worth noting that Google calculates Ad Rank by multiplying your maximum CPC bid by your Quality Score. Consequently, a long-tail keyword with a higher Quality Score would be more cost-effective for your campaign and would help lower your overall CPC.
NOTE: When including long-tail keywords, make sure they have sufficient search volume , as even if they have 10/10 Quality Scores, they are not viable if they are labeled as low-volume search.
2. Different types of correspondence
Depending on your campaign structure and the industry you're competing in, you could have anything from a low to medium CPC for the same keywords across different match types.
You can set up your campaign with different ad groups to test the same keywords across different match types. Or you can even create campaigns to serve across the different keyword match types you want to test.
If you're concerned about the cost of some of these keywords, upload them to Google Ads with your campaign paused, and then view Google's recommended first page and top of page bid estimates to get an idea of the CPC for those specific keywords.
Now, let’s say you notice that exact match is more expensive than BMM (broad match modifier). In that case, you might decide to change your keywords from exact to BMM to help you reduce your CPC.
If you’re going to use this approach, make sure to include a very thorough list of negative keywords to filter out irrelevant traffic . Keep in mind that BMM tends to attract more traffic as well, so that’s something to keep in mind.