Eric Siu walks through ways to cut your cost per click in Google AdWords. Use single keyword ad groups, write headlines that match search intent, and improve your landing page relevance. A higher quality score directly lowers what you pay per click.
Today we're going to talk about how to lower your cost per click in AdWords. My name is Eric Siu, and I'm going to show you how to grow your business. So the first thing you need to do, as we look at my screen over here, is that you need to figure out how you can write a better headline. A lot of people I've gotten feedback from, let's say friends or past clients, feedback we get sometimes is that, well, there's other direct response marketers that are very focused on generating the conversion, which means they are writing ads that don't really generate a kind of emotion or a feeling. You have to focus on a story, right? Or some kind of headline that draws people into it. David Ogilvy, who's a really good marketer, once said that every time you spend a dollar, 80 cents on a dollar is spent on the headline. The headline is one of the most important things you can do, so you gotta know how you can write a great headline. So the first thing I would recommend is go to Copyblogger. You can even Google this, just type in how to write magnetic headlines. And they're going to show you how you can write magnetic headlines. As you look at my screen over here, there's a bunch of things that they, that they talk about, right? So that's the first thing. The second thing is when you're writing ads for Google AdWords, when you're specifically bidding on keywords, you need to think about the different match types. So you have broad match type, you have exact match type, and you have modified broad. There's a bunch of other ones, right? So what does broad match mean? Broad match basically means that Let's say I type in the keyword Chicago Cubs, for example, right? That's the baseball team. Well, broad match is going to also show things like Cubs in Chicago, which is actually Bears in Chicago, which probably aren't— probably not a likely thing, but it's going to look for a lot of different variations. Broad match means you're giving Google a lot more leeway. When you go for exact match, let's say you're looking for Chicago pizza. Well, it might show you pizza shops in Chicago, for example. So it'll show you very close variations and you'll be able to go from there. So That's the second thing that you need to do. The third thing you need to take a look at is single keyword ad groups. So, a lot of times when people create ads in AdWords, they're trying to create a lot of different ad groups that have, you know, 15 to 20 keywords in them, and I think there's certainly room for that, but if you're starting out, you wanna focus in your ad groups a lot more. So what do I mean by that? That means each ad group that you have has only one keyword in it. When you have one keyword in an ad group, you're able to tailor your ad, which we just talked about your headline a little earlier, your ad can tailor a lot more towards that specific keyword, right? So, as we look over here on my screen, you can see that if we're bidding on women's dresses, for example, there's a lot of different variations, right? Black dresses, size 6 dresses, things like that. So, it can get really, well, really broad, right? And you don't wanna do that. You wanna focus it in more. Let's say you're bidding in on red dresses, for example. You have one keyword in that ad group. You just wanna focus that in. So, if you take a look here, I mean, I'm not gonna be able to do this justice in a short video, But you're gonna wanna check out this blog post on Conversion XL. Just Google Conversion XL SKAG, and you're gonna be able to see what a single keyword ad group looks like. And then from there, it's gonna give you a lot more control, right? Because you're able to have maybe one keyword in there, and you're focusing in your ad just on the red dresses, for example, instead of just women's dresses, which is a lot more broad. You don't know what someone's looking for if it's women's dresses. Again, size 6, could be black dress, could be wedding dress, like what are they looking for exactly? So you want to tailor that in more. Fourth thing is your landing page is really important. So looking at a site like LandBook, so that's land-book.com, you can see a lot of different landing page inspiration, right? So if you look at LandBook, you can see that, okay, these are a lot of different landing pages. You can also subscribe. There's a gallery, there's a favorite section as well. And from there you can try to figure out what's a relevant landing page for you. What should your landing page look like? The one final thing that I'll add on top of this is making sure that when you're driving people to the landing page, that your ad, your headline is relevant to the landing page too. That way it's going to help you with your quality score. And then also at the same time, you're making sure that you're constantly A/B testing. So that's how you lower your cost per click. You're constantly optimizing across the board. So if you're interested in more videos on how to grow your business, just hit subscribe and we will see you in the next video.
