Rich Bruns Guide℠ & Coaching for Google™ Search Ads

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3 Ways To Lower Google Search Ad Costs

Are You Wasting Money?

#1     Control Your Cost Per Click

  • Go to Your Search Campaign > Settings

  • Set Bidding = Manual CPC (Cost Per Click)

  • Otherwise Google will charge you more 

    • Than the Default CPC Cost Per Click 

    • That your set for each of your Ad Groups

  • If you don’t control Manual CPC

    • You can’t control Google costs

    • For each Product Keyword Ad Group

    • Or your monthly Google costs.

#2     Run Your Ads All The Time

  • Go to Your Search Campaign > Ad Groups

  • Look at the chart at top of page – click up arrow at far right

  • Set date range to Last 30 days and Adjust = Daily

  • Keep Daily Cost lower than Daily Budget for most days.

  • Otherwise, your ads don’t run 

    • For all hours that you scheduled in Settings.

    • Because you run out of budget.

#3     Run More Ads At Lower Costs

  • Go to Your Search Campaign > Ad Groups

  • Set the Cost Per Click Bid for each Ad Group so Impr.(TOP)% = 80%

    • Your ads run on almost all Google searches.

    • The Cost Per Click is much less than the top 2 ad positions.

  • As Impr.(TOP)% goes higher than 80%

    • Cost Per Click increases dramatically

    • You pay a premium, but it might be worth the money - TEST

  • As Impr.(TOP)% drops below 60%

    • Your ads run much less often

    • But Cost Per Click drops dramatically

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