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Does Anybody Have an Answer/Strategy for Increasing CPCs?
Hey gang, so recently we've noticed a huge jump in CPCs across most of our accounts, sometimes doubling or even tripling.
Does anybody have an answer or strategy to this issue? We've tried Max Clicks with a bid, but the conversions dry up, tCPA, etc. – no cigar
(Quality score also doesn't seem to do much, we've got 8/10s and we're still paying a lot)
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1 Reply
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manual cpc and only bid what you’re comfortable paying. If conversions are drying up when you do this, then not placing high enough or need to take a look at what other things have changed in the business/new competition etc.
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Look at the differences in ‘Impr. (Abs. Top) %’ and ‘Impr. (Top) %’ when you are running Max clicks with a bid compared to whatever your bidding strategy was before that. I suspect if conversions dry up, you may not be appearing high enough and others are beating you to the punch.
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Not a lot you can do when Google’s got their thumb on the scale. As matching gets broader, competition increases, and CPC increases.
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Improve your conversion rate.
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Portfolio tCPA bid strategy with a max bid limit of our average CPC +10% helps me keep the CPC at a range I am happy with.
I also keep a log of the auction insights on campaigns so I can help clients understand changes in performance to some extent (new competition, competition becoming more prominent, etc.) not a perfect approach but it helps me with the client side where impression share goes over their heads.
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