And How to Offset Those Costs Elsewhere
You get what you pay for. This is apparently also true for clicks.
According to Marin Software’s Digital Marketing Benchmarking Report for Q1 2018, search spending has continued to grow year-over-year, and much of that spend is due to the fact that marketers are paying more for their cost-per-click bids (CPCs).
Why? Because the more targeted, specific keywords cost more, but also yield much better results. Click-thru rates are up 25% this year over last, an indication that showing consumers more relevant ads really pays off.
The report also shows that CPCs are up from an average of $0.74 in Q1 of 2017 to $0.81 in Q1 of 2018.
The good news is that you don’t have to blow your budget when you increase your CPCs. You can offset some of that cost by increasing your mobile share. CPCs are still lower on mobile than desktop – an average of 33% less worldwide. So, capitalize on that discount and the increasing popularity of mobile search.
By increasing your conversion rates (clicks/conversions), you can help make up for higher CPC costs by optimizing your website across all devices. Make certain that your website’s mobile user experience is awesome, so you aren’t alienating potential customers after you drive them to your site. Also, be sure to follow best practices on your landing pages, have clear, strong calls-to-action, and check that your site speed and other technical factors are providing the best possible user experience. Download our eBook, Discover the Secrets to a Successful Landing Page, for more information.
And hey, if you’d like any help with your PPC strategy, we’d love to help. We’re pretty darn good at this stuff. Check out our recent case study to see how our paid search plan helped Roy’s Restaurant increase reservations by 434%.
Diane Callihan
With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.