How to solve the problem of too high average click price in bidding promotion?

The most effective way to directly control the average click price is to lower the price . But you can’t lower prices blindly. There are two main prerequisites: few conversions or a very high average click price.

How to find out the keywords that need to be reduced in price?

contrast

By comparison, find out the keywords with the largest gap. Look at the average bid of the account, some are 100, some are 10, and some are 2. Then we need to analyze whether the existence of these keywords is reasonable.

filter

Open the keyword report and sort it in descending order by average price. Find out the keywords with low click volume and high average click price and reduce the price.

Extended Matching

If the bid for a keyword is high, we usually use some exact or exact phrase matching methods to tighten the match, which means that there will be fewer display opportunities. By expanding the matching method, the number of clicks will increase, and the corresponding average click price will decrease. At this time, you should pay attention to whether there is too much junk traffic coming in, and be prepared to remove negative words at any time.

Optimize creative

Improving your click-through rate by optimizing your creative is also a way to lower your average CPC. Of course, this depends on whether there is room for optimization in your creativity. If your click-through rate is not low, you can automatically ignore it.

Add keywords

There must be growth when there is growth, alternating between tension and relaxation is the right way. If you want to lower your keyword bid or average click price, you need to observe the search term report and filter out some keywords that have search volume but have not been added to the account. Increase traffic by expanding keywords to make up for the traffic lost through price cuts.

In fact, what determines the effectiveness of an account is not just the price, but also many other factors such as time period and matching method. We should aim for overall conversion effect.