Top 10 points for high CPC in Google Adwords
Here are the Top 10 Factors That Lead to High Cost-Per-Click (CPC) in Google Ads (AdWords):
1. Highly Competitive Keywords
- Keywords in industries like insurance, law, real estate, and tech are extremely competitive.
- Many advertisers bidding = higher CPC.
2. Low Quality Score
- Google rewards ads with high Quality Scores (1–10 scale) with lower CPC.
- If your ads, keywords, and landing pages are not relevant, your Quality Score drops, and CPC rises.
3. Poor Ad Relevance
- If your ad copy does not match the search intent or keyword closely, Google penalizes it with higher CPC.
- Ensure strong alignment between keywords and ad text.
4. Weak Landing Page Experience
- Landing pages that load slowly, are irrelevant, or not mobile-friendly negatively affect CPC.
- Google prefers a good user experience.
5. Low Click-Through Rate (CTR)
- Low CTR indicates poor ad engagement, lowering Quality Score.
- Google sees this as poor relevance, pushing up CPC.
6. Bidding on Broad Match Keywords
- Broad match can attract unqualified traffic, increasing costs without results.
- Use phrase match or exact match to improve targeting and reduce CPC.
7. Geotargeting in Expensive Locations
- Targeting premium cities or countries (like New York, London, or Bangalore) increases CPC.
- These areas have higher competition and purchasing power.
8. Device Targeting Preferences
- Bidding higher for mobile or desktop without optimization can spike CPC.
- Device performance should guide bidding strategy.
9. Irrelevant or Low-Converting Ads
- If your ads don’t lead to conversions, the system may reduce impression share and charge more per click.
- Google prioritizes ads that perform well.
10. Poor Campaign Structure
- Using one ad group for many unrelated keywords can dilute relevance.
- Well-structured campaigns with tightly-themed ad groups lead to better CTR and lower CPC.
Tip to Reduce CPC:
Focus on improving Quality Score, refining keyword match types, writing compelling ad copy, and optimizing your landing page.