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Duplicated a campaign that was performing okay to narrow the audience to just the top 10% income levels. Comparing both campaigns, the duplicated campaign’s CPC is 2x or even 3x the CPC from the original campaign. Some keywords even 8x the cpc from the original campaign. both smart bidding
basically title. help me boil down to why cpcs on the new campaign are much higher.
Based off data and feel, the top 10% of household income leads were the ones who 1. either converted to a sale 2. were high intent based off the questions they were asking after the leads (in comparison to questions asked by lower income levels or unknown audience).
So i duplicated the original campaign to target just the top 10% of household income individuals. Now the clicks are 2x,3x, some keywords even 7x 8x the original cpc.
The impressions on original campaign for top 10% household income is currently at 1300. cpc is at 50 cents.
The impressions on duplicated campaign for top 10% household income is currently at 1600. cpc is at $1.50.
I did make minor changes to the headlines and descriptions but nothing too drastic to suspect a drastic spike in cpc, at least in my imagination. I also did change the location setting from “presence or interest in” to “presence in ” in the new campaign. It’s hard to imagine that these changes would drastically increase the cpc. maybe im wrong.
so i’m wondering why there is a sudden increase in cpcs if campaigns are nearly identical. It seems too shallow to think that cpcs are higher just from the mere fact that I’m narrowing the audience to just the top 10% household income level. or is that why cpcs are higher? What are some possible reasons to why narrowing the audience to 10% household income individuals are leading to a way higher cpc? Or help me pin point some reasons as to why cpcs are higher beacuse maybe i made a change in the new campaign that i forgot and is causing a spike in cpcs. it’s almost as if google recognizes what im triyng to do, which is to narrow my audience to target a high intent audienmce, and charge me more for it. Then I guess I can just turn off the narrower audience campaign and leave the original one on. bvut the downside is that i’ll be paying for clicks for individuals who are lower intent where the sum might actually just be the same amount id be paying for the campaign with narrow audience.
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1 Reply
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One basic lesson that many seem to miss is that we do NOT duplicate campaigns in Google Search. This is not Facebook. We create something called an Experiment.
In your case, you should first link the CRM with Google Ads, to be able to see which campaign/ad group/keyword drives quality leads and sales.
After that, you can launch a test and split traffic between your original campaign and the test one. That will give you a more scientific view of how things work out with your changes. If you like the outcome, apply the test. If not, go back to you original campaign.
Nobody can tell you why Google hiked CPCs 3 or 5 times. Google does what it wants but generally speaking, the narrower the targeting the more expensive the CPC.
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Hey,
I’m guessing you are doing either display or youtube? In this case, as the previous commenter mentioned – the more targeting you add, the more it costs. This does not apply to Search campaigns, however.
You can duplicate campaigns if you want to leave the original running and have the new one have its own budget. But you have to exclude whatever audience you target in the new one.
But you should not be focusing on CPC price. The cost does not matter if the users convert and the ROI makes sense. Looking at budgets or CPCs is not a good strategy. Look if it makes sense to pay more for a narrower audience. Do they convert better? Are they spending more? Maybe even with a higher CPC, you spend less because your audience is smaller.
**Everything** being equal, if you just have higher CPCs, then turn off the new campaign and leave the old one.
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Hope it helps!
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Higher value audience is more expensive. Who would have thought ????♂️
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When you’re looking at the CPCs are you comparing at the campaign level or comparing the top 10% segment specifically?
If it’s specific to the top 10% segment then one of the reasons your CPC is higher is because you created a new campaign and lost all your historical data. A better approach to isolating is to remove what you don’t want to target from the existing campaign (ex only target top 10%) and move everything else into another campaign.
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why would it not? people with more income are higher value; people are bidding on them in particular and they are shopping for more expensive products, pretty simple and straightforward
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