How To Lower Your Adwords Bid Prices

As I mentioned before Quality Score was introduced to reward relevance and penalize advertisers with higher minimum bid prices if their keywords, ads and landing pages weren’t relevant, ie. Google penalized them with a poor Quality Score.

Your bids directly impacts your ROI, so it’s important it improve your Quality Score in order to lower your costs. Here are a few tips to increase your Quality Score and lower your bids.

1…Refine your targeting by using long tail keywords.

Long tail (3 or more keywords) often has less competition that more general terms and therefore the bid costs are lower. And since long tail keywords are more specific and targeted your conversions tend to be higher .

For example if you’re a boutique guesthouse owner in Cape Town, instead of bidding on a generic term like accommodation, it will be more profitable to refine your targeting by adding a keyword like boutique guesthouse cape town in your keyword list.

2…Create tightly focused ad groups based and text ads that match the keywords exactly.

There should be continuity from your keywords to your ad. If your keyword is used in your ad then generally it should increase your CTR which would result in your Quality Score improving.

3…Direct users to a matching landing page.

If there is a strong relationship between your keywords, ads and landing page Google will reward you with a higher score and it will also help to lower your bid prices

4…Click Through Rates.

It certainly helps to achieve a good CTR on your keywords and ad groups as soon as you activate a new campaign. If your CTR is good, then after a couple of weeks your can experiment by lowering your bids while checking that the positions of your ads are not affected. By doing this your ROI will improve.

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