simple AdWords optimisation technique
This is a simple but often overlooked AdWords optimisation
If you are spending your daily budget in a campaign
consistently you should try lowering keyword bid prices very
slightly and seeing if you still use your budget.
This is likely to get you more traffic of the
same quality for a lower cost per click. So within a fixed
budget you will get more enquiries and will be more
Consider a budget of £24 with clicks costing
20p. You get 120 clicks a day with an ad perhaps ranking in
If you reduce your bids (not forgetting that
bid prices are usually higher than actual CPC figures) so
that clicks cost on average 18p then if you still spend
the budget you will get 133 clicks instead. In this
sort of situation your ad may drop in rank from 3.4 to 4.1
but if it still gets the clicks we've done well.
These will be clicks from people searching
using the same keywords as before, and so could be expected
to be of a similar quality.
As with all things statistical, there are
exceptions. For example, in certain markets you need your
ads to rank well and dropping your bids slightly can take
you down the ad ranks and out of the attention area of your
prospects. The worst place this can happen is if your ad
moves from being on page 1 to being on page 2.
Don't forget the bigger picture though: if you
are already profitable and spending your budget, simply
increasing your budget is probably going to boost your
profits too because it will buy you more traffic of the same
sort of quality at the same sort of price that you are
already paying for.