We have done an analysis and wanted to point out that we have found roughly a 21% increase in click costs in our client accounts from December figures compared to August figures.
That means your budget does not stretch as far on the Google AdWords of today. You are paying more for clicks, getting fewer impressions, and paying more for each conversion. So ready to change to a new pay per click program. Well hold your horses as Google AdWords is still king. Unfortunately we all just stuck with the situation as Google still owns 47% of the search market share, and 84% of all searchers start their searches on Google.
Hmm, Merry Christmas.
Have you seen this yourself? Particularly in the last 30 days we have seen a marked rise in Cost Per Click (CPC) across most client accounts.
The biggest increases in CPC have been in accounts where there are no specifically created landing pages. We have seen CPC increases in accounts where we are using specific landing pages, but at a much smaller percentage. Here’s an example: account a used to be able to get geo-targeted clicks on terms at $6.50 per click. Now the CPC has moved closer to $7.50 and up to be shown in the same position on the same keywords. Account b used to be able to get geo-targeted clicks on terms at $1.23 per click. Now the CPC has moved closer to $1.53 and up to be shown in the same position on the same keywords. Between both accounts that’s a 15 to 24% increase in CPC.
Why is there an increase? Part of the increase is due to supply and demand and I feel that part of the increase is due to the change in the quality scores for accounts based on their landing pages or lack of use of them. I am still working to identify what is causing this increase in CPC, but I have to say that it is nearly across the board on the client accounts that we manage.
What are you seeing in your Google AdWords accounts? What are you doing to keep your CPC the same or lower than what you paid about 30 to 45 days ago? Leave your comments below.
Click our blog post title to visit a nice Microsoft page that will allow you to tune your clear type settings on your computer for better screen clarity. You’ll be glad you checked. It takes less than 10 seconds to have your screen settings checked and tweaked for better looking fonts..
We’ve seen it happen in several client accounts so you may want to try this for yourself.
One you’ve got a great performing campaign…consider revising the landing page with a new look and streamlined content for better performance.
Two a great way to jump start a good performing campaign to the next level is to update your ad text. Introduce a set of new ads. For some reason a fresh look, or fresh approach can also push your ad click through results. Buyers sometime experience ad fatigue and so a fresh approach periodically can reap really big click and click through results for an already great performing account.
Third try break out ad groups. When we have a top account another way to push it to even better performance is to break out the top performing keywords into their own ad group with their own landing page. This very narrow focus and match on ad text, keywords, and landing page is a winning combination!
I’ve seen mentioned on the Web in several places that Google AdWords is an auction bid and then again that it is not. Finally in Google’s own help information on AdWords they use the “Auction” term.
I have long felt that getting to position one on a keyword had an auction factor to it as one could bid up the price, but in some cases never pay the actual bid price and raise a keyword s’s position. Now at least it is clearly in the open. Yes Google AdWords does have an auction-like bid to position.
Remember there are additional factors that affect your keywords page position like quality score, ad text, and even landing page match and now auction is another one.
If you want to read our review on the new Yahoo! Sponsored Search ad interface, click out blog post title to read our candid comments about this new system.
If you’re not a Yahoo advertiser you may want to become one, click in and find out why.