"We started to lose hope because the search engine ads were costing us so much per appointment. We had to invest in better strategy and it stretched our marketing budget much further."

Why are online ads getting more expensive this year?

Google is an excellent platform for companies to advertise since it has over 2.3 million queries each second. Google Ads is a paid advertising platform that allows companies to have their ads seen on Google search results. Display ads, which run on Google's Display Network, are another service it provides to companies. A vast number of non-Google websites have joined forces with Google to display Google Ads. This network is known as the Google Display Network. Advertising in this space may take several forms, including text, video, graphics, and rich media. Google Ads are a great method to get people to visit your website while they are looking for the items or services you provide.

The difference isn't rising cost, it's rising competition from skilled marketing minds.

Did you know that Google Adwords CPCs vary from company to company? Occasionally, your rivals will be spending much less than you are to rank higher in the search engine rankings. Then why are you overspending on Adwords?

When deciding where and how much to display your ads, Google employs a very intricate algorithm. It's not as simple as being willing to shell out more cash to have greater visibility in the search network, mostly because of a little statistic called the Quality Score. The likelihood that you are overspending on ads increases if you are unaware of it.

How the algorithm of Google works.

The Quality Score, as its name suggests, is a numerical value between 1 and 10 that evaluates the quality of each search query inside an AdWords account. Your typical ad position and cost-per-click for that particular ad will both go up if your quality score is high. While the cost-per-click (CPC) could change based on your competitors, improving your Quality Score is a great way to get an advantage without breaking the bank.

Two adverts with the same bid (the amount you're willing to spend per click) but different quality scores will appear in different spots for a related search according to Google's Quality Score ranking mechanism. I'll show you how Google uses the Quality Score to decide where to display your advertising.

Searches related to your ad and its keywords will only display your ad. Google utilizes an algorithm that takes into account the relevancy of the user's search phrase, the ad's bid, and the quality score to display relevant advertisements on the search results page. The ad with the highest rating for that search will be shown first, with the remainder following in order of ranking.

Here is a case in point. If you're willing to spend $1.20 per click but have a Quality Score of 5, your opponent will show up ahead of you if they're willing to pay $1 and have a 7/10 score.

Getting a better quality score.

Based on that logic, you may either spend more or tweak your ad campaign to get a better quality score, making it seem like you're paying more. The most typical issue we see when reviewing a new client's AdWords account is an excessively high bid price that is intended to offset advertisements with a poor quality score. Acquiring a higher quality score requires more effort initially, but the payoff is substantial in the end.

Aside from a decrease in your cost per click, you may expect higher-quality visitors to your site. This puts you in a position where you can either cut down on Adwords spending (and keep the money in your pocket) or go all in, certain that higher-quality visitors will mean more revenue.

As I indicated, enhancing the Quality Score requires more effort than increasing your offer amount. In a typical campaign, you need to choose relevant and specialized keywords, make ad groups with comparable phrases, write several ad variants using those keywords, and optimize the landing page for those keywords, too.

Your cost per click will be affected if you use too many negative keywords or don't use any at all. When you use negative keywords, Google will not display your advertisements when users search for certain phrases or terms. In order to prevent misunderstandings and misinterpretations, they assist the search engine in removing your ad when certain search queries are started. Consequently, only those who are really considering purchasing your goods or using your services will see your advertisements.

Getting specific with your ads and content.

Promoting certain items or services that aren't prominently displayed on your homepage may not be the best spot to direct people from Adwords.  Google looks for a connection between your term, ad, and landing page. Your price will be more than a competitor's that has successfully aligned all three criteria if they aren't a good fit.

Adwords setup is something you can do on your own. Choose some keywords, create some ads, and establish a budget; it's that easy. Even better, Google has Adwords Representatives available to help you out with your campaign at no cost. Although their staff is trustworthy and helpful, we have noticed that they are always trying to get you to spend more money on ads each month rather than finding methods to make your current budget go further.

Having well-organized campaigns that you don't put up and then forget about is crucial if you want to reduce your Adwords expenditure and get more out of your budget. When you get your hands dirty and tweak the campaign to maximize the performance of each keyword and ad, you'll always receive the greatest results.

Get the most out of your ads by teaming up with someone you can trust to grow your business.

With the right strategy, Google Ads can skyrocket your website traffic, lead generation, sales, and overall company success. At PlumberLift we provide clients with ingenious strategies and affordable services to generate quality leads while keeping the ad spend to a minimum.

It starts with our digital report, it's instant and gives you a full view of how you stack up against other plumbers online.