By Jackson Blackledge, ECHELONN.IO

Before we start, let us first delve into the main ideas and concepts that underpin this issue.

Google Ads operates on a bidding system

Advertisers compete for ad placements based on their designated budget and maximum CPC.

Naturally, the higher the competition, the higher the CPC.

But, there are a few strategic approaches you can take that will give you more control over your ad spend.

Let’s cover some of those strategies…

Choose Relevant Keywords for Lower Cost Per Click

When it comes to running a successful Google Ads campaign, selecting relevant keywords is crucial.

To start with, analyze your current keywords and identify any that are too expensive or not performing well.

Once you have a list, create new ad groups to test out new keywords and variations.

Prioritize long-tail keywords with high buying intent but don’t forget to include 2-3 broad match keywords.

This maximizes your ability to capture high-intent searches…

AND your ability to find new keywords from the broad match.

Let’s run through an example to make this easier.

Product: Athletic shoes.