Making your CPC as low as possible if you are running PPC ads on Google Ads is probably the most important thing you are trying to achieve. It’s normal that more efficient campaigns generate a better ROI and with that maximize your profit so you are able to scale your advertising to new lengths, or better to say heights. So, better than set and forget campaigns, it’s important to tweak your setup to get better and lower Cost per Click. In the set of 3 articles we will try to give 3 tips on how to lower your CPC by applying insights from competitor analysis that will improve PPC campaign performance.

There are many theories how to get lower CPC and relevance is probably the best and most important part of it. You will be able to reduce your CPC if you can match the user search intent troughout the funnel. By making it as positive and seamless as possible, you will get rewarded since it’s in best interest of Google to optimize the user experience.


Use of hyper relevant SKAGs – Single Keyword Ad Groups.

By targeting only one keyword per ad group, makes your PPC campaign hyper focused and thus provides results in a high relevant set of ads and ad groups with specifics ad copy and headlines. This will also keep your campaigns aligned to the intent of the searcher and improving the Quality Score and reducing the CPC as final result.

Other benefits of using SKAGs:

  • You will probably improve CTRs also due to increased relevance. Better CTRs also improves Quality Score which in the end means higher average positions and increased impressions share.
  • You can still use different match types for each single keyword and set up another SKAG when you spot a long-tail phrase. But make sure to add the long tail terms to the negative keywords in your original SKAG.
  • You will also experience better control over your Google Ad campaigns and achieve more visibility and down the line improve your sales. This will help you invest in more profitable single keywords and cut on the waste also.
  • Your landing pages can be optimized to appeal to the searcher more directly since you have pre-qualified searcher exact intent with your SKAG. This will improve your conversion and reduce your CPC.