When you work in different vertical markets, there is something you will learn instantly about CPC – it differs fiercely.For example, the cost per click for a sweatshirt will be completely different in comparison to searches for lawn care services.Usually, if what you are advertising does not cost much, the average CPC will be low.It’s truly the work of economics for retailers and services – every sale is worth only so much, and costs that don’t align with that are illogical to spend.In short, all clothing retailers will max out around the same scopes since their margins are not utterly different from each other.
And this is likely to set the price for the specific vertical market.Nevertheless, this raises problems for cases where the cost per click is higher: each click is important and costs a great deal.Numerous retailers are happy to pay those prices either because what they are offering is worth that money or they know that they are going to recover it gradually because of the customer lifetime value.There are so many brands competing in insanely high CPC environments and working in-house to do it currently.On some days, it’s like an all-or-nothing sort of gambling, but good ROI does not necessarily have to be difficult to catch.What follows is a list of six ways that will help boost your ROI when your costs begin breaking into a sweat and help you win in aggressive and costly PPC environments.Establish Proper TrackingSeems like a piece of cake, isn’t it?It’s shocking to see brands competing in competitive and costly environments and still not tracking the phone calls triggered by their ongoing PPC campaigns.Features such as call tracking used to be a little too complex for local businesses back in the day.
Industries such as real estate, legal, or hotels and travel can usually pay above $100 per click, meaning they may lose a great deal of money if they don’t use a platform to track calls.Today, just a direct signup and a snippet on your site can offer you a fair amount of insights into where those costly leads are coming from.Doing so can help you focus your marketing budget on areas where it is best spent while freeing up your money from fumbling campaigns.Pay Attention to Keyword MatchingA lot has changed in the keyword matching world ever since Google made Exact Match… not really exact.You need to look at everything when it comes to the search queries and the way the search engine matches your keywords to them.Merely checking your broad match or modified broad match isn’t good enough anymore.So, if you want to compel the search queries to match to a particular ad group, then you need to put in more effort now than ever.Like it or not but these days, Google takes heaps of liberties with your keyword matching, like replacing terms with the ones it thinks are similar.To complicate things furthermore, Google has also stopped displaying all the search terms or queries that the campaigns are matching for to the advertisers.This means it has become even more crucial now to be as watchful as possible about your data.Launch With Bold Negative Keywords ListWhile this used to be restricted for Broad Match only, the current problems pointed out in the section above have made it all the more crucial.With Google’s Exact Match taking more liberties than before and a lack of transparency into your keyword matching, determining negatives right from the start can help diminish their impacts.The big thing to keep in mind here is that a single irrelevant click may cost you upwards of $100!So, to steer clear of such losses, the ideal thing to do is use keyword research reversedly to discover terms that you don’t want to be triggering your campaigns.You can use the Google Keyword Planner to explore the relevant terms it suggests.
Besides this, you may also want to take the help of Google’s suggestions that pop up when you enter a term in the search bar.
Go through the list and see if it suggests any long-tail terms that you strictly want to avoid.For instance, a lot of businesses exclude queries containing “jobs” because the user is seeking employment; they are not a prospect.Moreover, you can also choose to exclude queries like “customer service number” or “login” that indicate the user is an existing customer just looking for information.Assess Device Relevance for ConversionsSometimes people tend to show behavioral differences while using different devices such as laptops, tablets, or smartphones.
However, in a high-spending environment, it is not persistent.Let’s understand this better by taking a look at two examples:Let’s assume you reside in Connecticut, and suddenly, your air conditioner stops working during the month of July in the scorching heat.Now, HVAC clicks are notably high-priced, and well, one can easily see why – for starters, when someone searches for their service, they need them NOW, and secondly, the job is worth good money.So, imagine their situation.
