Lawyers who are new to Google advertising may be wondering what the Cost-Per-Conversion (CPC) is and what they can do to lower it. CPC is a metric that Google uses to measure how much you’re spending on each conversion, or purchase, made as a result of your ad campaign. By understanding this metric and making optimizations to your campaign, you can lower your overall advertising costs.
In this blog post, we’ll explain what CPC is and give some tips for lowering your cost-per-conversion. Let’s get started!
What is cost-per-conversion?
Cost-per-conversion (CPC) is a pricing model in online advertising. Advertisers are charged based on the number of conversions that occur from clicks on their ads. For example, if an advertiser pays $5 per click and generates 10 conversions from those clicks, their cost-per-conversion would be $0.50. In more detail, cost-per-conversion is the ratio of total ad spend to the number of conversions.
Advertisers want to lower their cost-per-conversion because it ultimately leads to a higher return on investment (ROI). If an advertiser spends $100 and generates 10 conversions, their CPC would be $10. However, if they spend the same $100 but generated 20 conversions, their CPC would drop to $5.
There are a number of other factors that can affect CPC, but these are the three most important.
Quality score: This is a metric used by Google to measure the quality of your ad and landing page. A high quality score leads to a lower CPC, while a low quality score will result in a higher CPC.
Keyword competitiveness: The more competitive a keyword is, the more expensive it will be. In general, broad keywords are less expensive than more specific keywords.
Ad relevance: Google wants to show ads that are relevant to users’ searches. If your ad is not relevant, it is less likely to be clicked on, which will result in a higher CPC.
What are the benefits of CPC?
There are several benefits associated with CPC pricing models, including:
Increased ROI: Because advertisers are only charged when a conversion occurs, they can be confident that they are getting a good return on their investment.
Greater control: Advertisers have greater control over their spend with CPC pricing models, as they can set a maximum cost-per-conversion that they are willing to pay.
More transparency: CPC pricing models offer more transparency than other pricing models, as advertisers can see exactly how much they are paying for each conversion.
What are the challenges of CPC?
There are also some challenges associated with CPC pricing models, including:
Clicks don’t always lead to conversions: Just because someone clicks on an ad doesn’t mean that they will convert. This means that there is a risk associated with CPC pricing models.
Competition can drive up prices: If there is a lot of competition for the keywords that you are targeting, CPC prices can become very expensive.
Why is cost-per-conversion important?
CPC is a key metric for measuring the success of an online advertising campaign. A low CPC indicates that the campaign is efficient in converting clicks into sales or leads. A high CPC, on the other hand, indicates that the campaign is not as effective and needs to be improved.
How can I lower my cost-per-conversion?
There are a number of ways to lower your cost-per-conversion. Here are some tips:
Increase your conversion rate: The most effective way to lower your CPC is to increase the number of conversions you’re getting from your ad campaign. This can be done by optimizing your ads and landing pages for conversion.
Target your audience: Another way to lower your CPC is to target your audience more accurately. This can be done by using demographic targeting, behavioral targeting, and other targeting options available on most ad platforms.
Use negative keywords: Negative keywords are keywords that you don’t want your ad to show up for. By adding negative keywords to your campaign, you can ensure that your ad is only shown to people who are likely to convert.
Use dayparting: Dayparting is the process of showing your ads only during certain times of the day or week. This can be effective in lowering your CPC by ensuring that your ad is only shown to people who are likely to convert.
Test different ad formats: There are a variety of ad formats available, such as text ads, image ads, video ads, and rich media ads. Testing different ad formats can help you find the one that converts the best.
Test different landing pages: A final way to lower your CPC is to test different landing pages. This can be done by split testing different versions of your landing page, such as the headline, copy, and call-to-action.
By following these tips, you can lower your cost-per-conversion and improve the ROI of your online advertising campaigns.
Do you have any questions about CPC or how to lower your costs? Let us know in the comments below!