It’s easy to bring lots of potential customers to your website using Google AdWords. It’s harder to actually make money from your pay-per-click (PPC) campaigns over time. That’s because efficiency and ROI eventually have to come into play. In other words, if you want to make AdWords work for you, you’ll probably need to lower your cost-per-click at some point.

Luckily, reducing your internet ad cost is easier than a lot of business owners tend to think. Here are some quick tips you can use to take the waste out of your PPC marketing budget and permanently lower your Google AdWords cost-per-click for any campaign…

Focus Your Ad Groups

The easiest, simplest, and most often-overlooked way to lower your Google AdWords cost-per-click is to simply narrow in on the customers who are most likely to buy from you. Tweak your account settings for location, language, and device type, so you’re only hitting the best of the best when it comes to likely buyers. Not only will those searchers be more responsive to your marketing messages, but they’ll increase your click through rates and save you money (more on this in a moment).

Use Lots of Negative Keywords

If you only want your best potential customers to see your ads, then it follows that you don’t want searchers who aren’t going to work with you to click on them and cost you money. The best way to stop that from happening is by including negative keywords in each of your campaigns. These are words or phrases that stop your ads from being shown, and can help you keep away people who either won’t respond to your ads or will charge you for clicks without taking action.

Watch Your Quality Score

The first two tips I’ve outlined are all about raising your click-through rate. That’s important, because it’s the primary ingredient in Google’s advertising quality score. The higher your quality score, the less you have to pay for each click to your website. In addition to getting a high click-through rate, you can improve your quality score by only using a few keywords per ad groups and including details like privacy policies on each of your landing pages. Keep making refinements until you get a 10/10 quality score. Then you’ll be saving money with every click.

Kill Off Underperforming Campaigns

If you have ad groups or campaigns in your account that aren’t performing as well as they could be, they’ll lower your quality scores across it. That means every click will cost you more than it should. Also, underperforming campaigns waste money in and of themselves. That’s like improving your cost-per-click several hundred times per day. If something isn’t working, don’t be afraid to stop and try a new direction.

Whether your PPC ads are profitable or not, it never makes sense to spend money you don’t have to. For that reason, I hope you’ll take my advice and work to continually lower your Google AdWords cost-per-click. Keep pressing until you’re getting big returns and spending next to nothing. Then you’ll know your ads are making as much money as they possibly can!

For expert help with web design, search engine optimization, and PPC advertising in Philadelphia, contact the Biondo Creative team today!