Practical Guide to Reduce the Cost per Click (CPC) of Your Ads

The cost per click (CPC) is a key element of online advertising campaigns. Whether on Google Ads, Facebook Ads, TikTok Ads, or other platforms, a CPC that is too high can quickly deplete your budget without providing a satisfactory return on investment.

However, it is possible to optimize and reduce this cost through effective strategies. This guide explores the best techniques to minimize your advertising expenses while maximizing your conversions.

1. Why Reducing CPC is Essential?

A lower CPC allows you to get more clicks and conversions for the same budget. Here are three major reasons why it is essential to optimize this parameter:

• Maximize return on investment (ROI): A high CPC can make your campaigns less profitable.

• Optimize the use of advertising budget: Reducing CPC allows you to reach a larger number of qualified users.

• Improve the competitiveness of your ads: An optimized CPC helps you better position yourself in bids and search results.

Now let's see how to effectively reduce your CPC.

2. Improve the Quality Score

Google Ads uses a Quality Score system to assess the relevance of your ads. A high score allows you to benefit from a lower CPC and better positioning in search results.

How to improve the Quality Score?

• Write relevant ads: Your titles, descriptions, and landing pages must exactly match the users' search intents.

• Increase the click-through rate (CTR): Use compelling calls to action and perform A/B tests to refine your ads.

• Optimize the landing page: A fast, responsive site that aligns with the ad improves the Quality Score.

• Refine targeting: Avoid targeting an overly broad audience and focus on segments most likely to convert.

A Quality Score above 7 can reduce CPC by 30 to 50%.

3. Leverage Long-Tail Keywords

Generic keywords are often very competitive and lead to high bids. In contrast, long-tail keywords, consisting of multiple words, are less competitive and attract better-targeted traffic.

Examples of long-tail keywords

• “Sport shoes” → very generic, high competition

• “Light running shoes for marathon” → targeted, lower CPC

Why prioritize these keywords?

• Less competition, hence a lower CPC

• Higher conversion rate due to more qualified traffic

• Optimization for SEO and SEA

4. Adjust Bidding Strategies

Different bidding strategies allow you to optimize your CPC according to your advertising goals.

Effective strategies to reduce CPC

• Manual max CPC bidding: Allows for precise control over the cost per click.

• Target CPA (cost per acquisition): Google adjusts bids to maximize conversions.

• Target ROAS (return on ad spend): Adjusts bids based on generated revenue.

• Maximize clicks: An automatic strategy optimizing CPC to get the maximum clicks within your budget.

Testing multiple strategies and analyzing the cost per conversion rather than the gross CPC can lead to better results.

5. Optimize Landing Pages

Even with an optimized CPC, an ineffective landing page can hinder your conversions. A performing page improves the Quality Score and reduces the cost per click.

Essential improvements

• Reduce loading time: A page that loads in less than three seconds enhances the user experience.

• Mobile optimization: More than 70% of web traffic comes from smartphones.

• Clear calls to action: “Buy now” or “Try for free” encourage action.

• Relevant content: The message must perfectly align with the search intent.

• Testimonials and social proof: Displaying customer reviews and trust badges enhances credibility.

6. Segment the Audience and Exclude Unqualified Clicks

Overly broad targeting leads to irrelevant clicks and increases CPC without generating conversions.

Advanced targeting strategies

• Use demographic and behavioral targeting: Segmentation according to age, interests, and purchasing habits.

• Create lookalike audiences: Target profiles similar to your best customers.

• Exclude irrelevant audiences: Filter out visitors who have already converted.

• Test different segments: Compare performances to identify the most profitable audiences.

Adding negative keywords and audience exclusions helps avoid unnecessary clicks and optimize CPC.

7. Leverage Remarketing

Remarketing is one of the most effective ways to reduce CPC while increasing the conversion rate.

Benefits of remarketing

• Higher conversion rate than standard campaigns

• Reduced cost per conversion by targeting already engaged visitors

• Personalization of ads based on user behavior

Example of strategy

1. A user visits your site without purchasing

2. They then see a personalized ad with a special offer

3. They return to complete their purchase

This type of campaign improves ROI and reduces the cost per click.

8. Use Ad Extensions

Ad extensions enhance the visibility of ads and increase the click-through rate, positively influencing CPC.

Essential extensions

• Sitelink extensions: Highlight advantages like free delivery or a warranty.

• Callout extensions: Redirect to complementary pages.

• Call extensions: Offer direct contact via phone.

• Price and promotion extensions: Display specific offers.

Reducing CPC is not limited to adjusting bids, but requires a comprehensive optimization of the advertising strategy.

Priority actions to implement

• Improve the Quality Score to reduce costs.

• Leverage long-tail keywords to target qualified traffic.

• Test different bidding strategies to adjust the budget.

• Optimize landing pages to encourage conversion.

• Use remarketing to engage an already invested audience.

• Add ad extensions to improve CTR.

By applying these techniques, it is possible to optimize your campaigns and achieve a lower CPC while maintaining a good level of performance.

If you seek personalized support, our experts are at your disposal to help you maximize your return on investment.