4 PPC Tactics to Lower Your CPA in Google Ads

1. 4 PPC Tactics to Lower Your CPA in Google Ads

2. #1 Strategically Target the Location • Suppose you set targeting location broad in Google Ads, there might be chances that you gonna serve them to poorly-converting regions. • Go to Google Analytics to see if you’ve set Google Ads broad targeting and spending a lot of money. • Go to Audience > Geo > Location. • After reaching Google Analytics, you’ll see Sessions dropdown list available in the top left corner. • Then choose Conversion Rate inside Goal to find which are the most successful regions as well as which are not in terms of conversion.

3. Once PPC advertisers come to know which location is giving them the best profit, they can save their money. • This way you can effectively reduce your CPA and improve your campaign’s ROI.

4. #2 Focus on Quality Score with Defined Ad Structure • It has been seen that if you optimize your quality score then that optimization result also helps to reduce CPA. • SKAGs (single-keyword-ad-groups) is an ad structure that helps advertisers focus on only one keyword per ad group. • Only make SKAGs for your best performing keywords and Google Analytics will help you know that.

5. #3 Employ Google Ads ‘IF Functions’ • These functions enable marketers to set rules for their ads to present them in desired conditions. Putting rules in ads helps paid search marketers in two ways- • Rules applied to ensure that the ads are relevant enough to make users click. Improving CTR would lead to enhanced quality score thus reducing CPA. • Making ads useful and targeted to the user ensures you won’t have to pay for irrelevant clicks. This will also reduce costs. • If you’re going to use IF Functions in Google Ads, first try to know which ad part could be optimized.

6. Is it Audience or Pricing or Ad copy? • Then get to work experimenting and iterating on your results. • Then go for optimizing it relevantly for the users

7. #4 Use Google Ads Built-In Machine Learning • Google Ads comes with a built-in machine learning which helps advertisers boost conversions and optimize ad performance. • Go back to Target CPA bidding under Google Ads. • Target CPA bidding is also known as Smart Bidding under Google Ads. • It includes an automatic bidding strategy in ads which are made to get your ads more conversions for the target CPA set by you. • As Smart Bidding is based on machine learning, advertisers can turn it on and set a lower CPA in order to see whether they can get the same results at a lower price.

8. Smart Bidding adjust bids using signals like- • Device-type. • Browser-type. • Time. • Location. • Remarketing list. • Companies which manage Google Ads would rely on third-party machine learning to minimize CPAs as well. • Here is how third-party machine learning influenced CPA industry-wise in Google Ads-

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