Do You Want Cheaper Clicks In Google Ads?

In the realm of online advertising, one of the perennial goals for marketers is to secure cheaper clicks. After all, who wouldn’t want to save a few bucks while driving traffic to their website or landing page? However, the pursuit of lower costs per click (CPC) in Google Ads requires a nuanced understanding of the dynamics at play.

Let’s break it down. Cheap clicks, while appealing on the surface, often come with a catch—they may not convert. In other words, the keywords or search terms associated with these inexpensive clicks might not reflect high user intent. Conversely, expensive clicks typically indicate stronger intent and are more likely to result in conversions.

So, the fundamental question arises: Would you prefer a flood of cheap clicks that lead to minimal conversions or fewer, albeit pricier, clicks that have a higher likelihood of converting? The latter scenario often translates to a lower cost per acquisition (CPA) due to the higher conversion rate.

Now, if you find yourself desiring the best of both worlds—cheap clicks and high conversions—it’s essential to rethink your approach. Instead of solely focusing on the highly competitive search network, consider diversifying your advertising efforts across other channels like the Google Display Network (GDN) and YouTube.

Why these channels? Well, for starters, the search network is akin to a crowded marketplace with limited real estate at the top of Google’s search results page. With countless companies vying for those coveted spots, the competition inevitably drives up CPCs.

On the contrary, the GDN and YouTube offer more breathing room for advertisers. The display network presents opportunities to reach a broader audience through visually engaging ads across a network of websites, while YouTube serves as a hub for video content consumption and discovery.

My own journey in leveraging Google Ads underscores the importance of strategic channel selection. Faced with daunting competition in the search network, I opted to explore the untapped potential of YouTube advertising. By capitalising on video ads, I not only enjoyed lower CPCs but also tapped into an audience actively seeking solutions and information.

Here’s the beauty of video ads on YouTube: they offer a trifecta of benefits—lower CPCs, high user intent, and virtually unlimited traffic potential. Unlike the search network, where traffic is capped by search volumes, YouTube provides a vast reservoir of viewers hungry for content.

In essence, if your goal is to maximise the value of your advertising budget while driving meaningful conversions, it’s time to shift your focus away from the search network and towards the video and display networks.

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In conclusion, the quest for cheaper clicks in Google Ads isn’t just about slashing costs—it’s about making strategic choices that align with your marketing objectives. By embracing alternative channels like the GDN and YouTube, you can unlock cost-effective avenues for reaching your target audience and driving tangible results.

So, are you ready to rethink your approach to Google Ads and seize the power of cost-effective clicks? The choice is yours.

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