Optimizing Your Cost-Per-Click

We will create ad groups which are relevant for each service or product. The purpose of an ad group is to organize ads by a common theme. So when a potential customer is searching for a drain cleaning service, the ad copy should speaks about that service. When the ad speaks about the specific service the consumer searched for, your click-thru rate increases and so does your quality score.

We also do a/b testing that competes two ads against each other in the same ad group. This process allows us to find the most relevant ad based on the click-thru rate. To find the click-thru rate, we divide the clicks by the impressions. There are other factors like proper landing pages, ad scheduling and match types that can lower your CPC.

About Click-Thru Rates

We have briefly touched on click-thru rates, but lets dive into the topic a little further. A click-thru rate divides the your website clicks by its impressions.

What is an impression? An impression happens when you website was shown on a search. It doesn't mean that your website was even seen by the searcher, but as long as it was shown, you received an impression.

When you divide the number of clicks by the impressions, you get a percentage called a click-thru rate. According to Google, an average click-through rate is 2%. The higher your click-through rate is, the more relevant and well performing your ad is.