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Hilariously cheap clicks on Google search? – Exact, high intent KW’s, No display, No search partners?
I restarted a clients old search campaign with high intent, low funnel, exact match keywords, no display, no search partners.
It's running on max clicks, we received £0.90 clicks yesterday and £0.70 today (running in the US so those would have been US late night sunday clicks, campaign was restarted Saturday. I expect it to rise for Monday — But still, £0.90 * 2 = £1.80 ($2.34 USD), for a Monday!)
I am struggling to understand why, this is across all my kw's — Competitor clicks maybe? We use Cloudflare bot management / threat blocking and Google hasn't invalidated many/any clicks?
Is this just the niche? The CTRs are like 20-30%, this is probably contributing, right?
thanks.
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1 Reply
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Maybe you’re used to expensive niches but this is not hilariously cheap.
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It could also say something about the placement of your ads. Low CPC could also mean less impression share or top of page ranking. At the same time the higher the quality score the lower the CPC could be. Check these metrics
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What do your ad placements look like? (Auction insights) Also a high top of page / abs. top of page rate?
May want to check the Kw planner as well and take a look at average CPC bids for your keywords. Could simply be a niche with low competition.
I’ve seen it before, $0.20 per click for $100+ products, or low cpcs for high ticket services. If you know how to leverage this, you can put your client in a very comfortable position.
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Does bottom of funnel, high intent mean that your advertising on brand terms?
If that’s the case I’ve definitely seen lower cpcs. Likely not a lot of competition on those kws and you’ll have the strongest relevance.
Max clicks is used instead of conversion, value, or roas based bidding pretty often on Brand campaigns so that’s why I’m making that assumption.
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How are the conversions btw ?
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I have seen 0.15 $ cpc as well or maybe even lower..
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