As Google Ads have been constantly changing and progressing, the need to decrease Cost Per Acquisition has significantly increased. While marketers are wondering about the factors to consider while optimizing CPA, and the tools that can help reduce CPA, we’ve come up with a blog that can walk you through the best practices for the same. Or, you can also rely upon the services of a professional SEO company in Bangalore to help you with the same.
Planned campaign structure
Budgets are set at the campaign level, which makes budget distribution dependent on campaign structure. Thus, a well-thought campaign structure is essential to drive down CPA. When crafting your campaign structure, you must think about both the audience/keyword theme and the prioritization. This will help you to come up with high/medium/low priority campaigns for your branded/non-branded/competitive themed segments, which means you can funnel your money precisely to where you want it to go.
Alignment of campaign bids and budget
Aligning bids to your campaign budget is a must when you want to maximize efficiency. If you have a campaign that is constrained by budget, you should analyze whether it is wise to drop your ad group and keyword bids. It is sensible to drop your bids for the ad groups and keywords that are converting, so as to capture more clicks and conversions for the same budget.
Allocation of proper budget across campaigns
You must properly allocate your budget to the campaigns with the lowest CPA. This can be done by examining all the possible metrics that can help evaluate how much room a campaign has left to spend. If the metrics indicate a growth potential, you can evaluate whether there are higher CPA campaigns, ad groups, keywords, or audiences, from which you can pull some budget to ensure that your most efficient campaigns are fully funded. Remember, a Google campaign can spend up to two times your daily budget.
Keyword optimization
It is absolutely crucial to optimize your keywords if you want to improve your CPA. You must regularly review the terms that are triggering your ads. After all, the click-through rate is an important element of Quality Score. It is thus vital to ensure that the correct keywords are triggering from the right ad group, and that there is alignment between the ad, the landing page, and the keyword.
Maximum bid adjustments
Along with keywords, there are many more places where you can adjust your bids, such as the device, audience, demographic, and time or day of the week. So, make sure you adjust your bids for those elements too.
Ad personalization
Ad relevance is another crucial element of Quality Score. Thus, when crafting an ad copy, you should aim for complete keyword > ad > landing page alignment. Also, you must utilize available ad text slots and relevant extensions. Ad customizers are an excellent way to personalize ad copy without segmenting your keywords or audiences into separate groups or campaigns. You can also use business data feeds to help you with the process.
User journey personalization
A customer begins his journey from lacking awareness, to learning about you, and finally feeling comfortable with your brand to make a purchase. There are multiple touchpoints throughout this journey, and you can reap the best benefits by deploying a personalized retargeting track based on how the user engages with your website. Adding personalized touchpoints that speak to your users’ pain points is a great way to differentiate your brand from your competitors’ and decrease your lower funnel CPA.
Identifying the right recommendation opportunities
The Recommendations section in Google Ads goes hand-in-hand with your Optiscore – a score that Google assigns to your campaign and account based on how optimized the search engine thinks your account to be. Google provides recommendations that span across keywords, ads, audiences, bidding, and more. Identifying the right opportunity and acting on it can bring you great outcomes.
Conversion setting adjustments
The “Conversions” section in the “Tools & Settings” tab will bring to you a list of your conversion points, bringing to you a multitude of options that can directly impact your CPA. Some settings that you can adjust here are count, click-through conversion window, view-through conversion window, and attribution model.
Data integration
It is not possible to integrate both CRM audience and conversion data into Google Ads. Many advertisers have been taking advantage of this capability. You must also make data integration one of your top priorities, if you want to unlock massive growth potential, by better aligning bidding with what drives down-funnel results. You can also sync your CRM via Audience Manager to explicitly target CRM-based contact lists and layer said lists onto your campaigns for inclusion, exclusion, and bid adjustment. This will also help you utilize lists in conjunction with conversion value rules.
Prioritizing the above few points will certainly lead to continued efficiency gains and lower CPAs. So, it’s undoubtedly worth trying them for once.
