CPC Reduction Method for Branding Campaigns in Google Ads

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The brand found the average cost per click (CPC) of 2.10 TL to be challenging.
Thanks to our implementation of the Target Impression Share bid strategy, we confidently achieved remarkable reductions in CPC without compromising our goals.
With the efforts put into studies and implementation of changes, we have successfully brought down the CPC to 0.60 TL.

Difficulty

In brand campaigns, high CPC (cost-per-click) costs can be a concern as they contribute to an increase in the overall cost of advertising. However, by developing a comprehensive strategy that includes effective targeting and ad placement, it is possible to optimize the campaign and ensure a higher return on investment.

Solution

When dealing with a brand name that is also a generic keyword, high CPCs on Google can be a problem. But don't worry, we've got a solution. Simply set the final URL, which is where the user goes after clicking, to the home page. Follow these steps for a definitive fix:

  1. Head to campaign settings and set the bidding strategy as Target Impression Share/Target Impression Share.
  2. Set the target impression share at 95% for top-of-page placement.
  3. After a week, assess the CPC and reduce the target impression share from 95% to 100%.

Also, keep an eye on Auction insight to see who's advertising your brand or brand word.

Conclusion

Thanks to the changes we implemented, the cost per click (CPC) for branding has been reduced from 2 TL to 0.6 TL. This has resulted in a significant increase in the number of clicks, proving that our strategy has been effective.

90% Click Increased

70% CPC Decreased

240% Cost Decreased

Feedback From Customer

"We were initially uncomfortable with the high costs we were paying for our brand campaigns. However, after making recent changes, we were able to successfully reduce our cost per click (CPC), even while maintaining our top position in organic searches. As a result, we confidently chose to continue running our campaigns."

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