Effective Strategies for Small Businesses with High CPC Keywords on Google Ads
When a client gives you a daily budget of $20 but the cost per click is $66 for one high-intent keyword, it can seem impossible to generate meaningful results. A high-intent keyword is one that will usually convert on your website, indicating a user is actively seeking your products or services. In a highly competitive industry, this scenario is quite common, and careful strategizing is essential to maximize the limited budget.
I manage the Google Ads campaign of a small business in a very competitive online industry. As you can see from the screenshot, one click for a high-intent keyword can cost as much as $66.11 per click! That’s $66 for a single click without any guarantee of conversion.
As an online marketing professional, there are strategies to convert clicks without spending $66 each time. Here are a few effective strategies based on my experience:
- Focus on Quality Scores: This client of ours opted for a Basic Website Package (which includes web design and SEO services), allowing us to create optimized landing pages. Google favors optimized landing pages and may rank them higher even if the competition has a larger daily budget. The primary goal is to satisfy the user’s intent; if Google can ensure this, users will continue to rely on its search results. Therefore, always aim to meet user intent when creating your landing pages. By doing so, you ensure high-quality scores for your Google Ads, making your ads more competitive.
- Focus on Long-Tail Keywords and Use Negative Keywords: Long-tail keywords are longer, more specific phrases that users typically search for when they are closer to making a purchase or finding exactly what they need. These keywords have lower competition, resulting in lower CPCs, and attract more qualified leads, increasing the likelihood of conversions. High-intent keywords are terms that indicate a user’s readiness to take action, such as “buy,” “discount,” or “best,” which can lead to higher conversion rates and a better return on investment. On the other hand, utilizing negative keywords helps prevent your ads from appearing in irrelevant searches, ensuring your budget is spent on clicks that are more likely to convert. For example, if you’re offering consulting services, adding negative keywords like “free,” “jobs,” or “internship” will help you avoid attracting job seekers or those looking for free advice. By focusing on these strategic keyword selections, you can make your advertising budget more efficient and effective.
- Geographic Targeting and Ad Scheduling: Limit your ads to specific geographic areas where your target audience is located. Additionally, schedule your ads to run during peak times when your potential customers are most active. This can help ensure your limited budget is spent during times when conversions are most likely.
- Remarketing: Use remarketing strategies to target users who have previously visited your site but did not convert. Remarketing ads are typically cheaper and can effectively bring back interested users who are more likely to convert.
By implementing these strategies, you can optimize your Google Ads campaign, ensuring that your limited budget is used effectively to generate conversions and achieve the best possible return on investment.
