Google AdWords – lowering your cost

Posted & filed under Tips of the Trade, Web.

If you’ve ever used or are currently using Google AdWords to promote your company’s goods or services, then you know just how expensive this type of advertising can be.

One way to help curb these costs is to write attractive ad copy.  How will good copy lower my cost you ask?

Aside from your actual keyword bid, one of the ways Google determines your cost per click (CPC) for a given keyword is your click-through rate (CTR).  CTR is determined by how many clicks your ad receives divided by how many times your ad is shown.  The better your CTR, the lower your average CPC will be (if your bid remains constant).

Some quick tips for a well-written ad:

  • Entice customers with a call to action
  • Communicate your value proposition
  • Focus on customer problems and your applicable solutions
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