Tips on How to Reduce Your Cost Per Click Easily

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Check all ads and stop keywords that have impressions but no clicks. This will increase the CTR and, therefore, reduce the cost per click in Yandex.Direct. This is a win-win method. But be careful: do not mistakenly disable keywords that do not generate traffic due to a low bid. In this case, you will lose the reach of the target audience.

Include all additional elements in the ad . Fill out the business card, create quick links, upload images to the YAN campaigns. If all this is missing, the CTR will remain low and the cost per click high.

Write keywords in the title and medical practice email list description. This (the main rule for a direct marketing specialist), oddly enough, is not followed by all specialists. Thus, the clickability of the ad falls, and the rate remains overpriced.

Make one ad for one keyword . This way it will match the request as much as possible. However, this method has a drawback: managing the campaign will ultimately be difficult. If you have large funds for advertising and many campaigns in the account, you need to automate the process.

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Use automatic bidders . A bidder is a service that regularly changes rates for keywords. Thanks to this, ads are always in the specified positions. Using a bidder, you can be sure that advertising publications will not lose their target position on the page, which means their CTR will be preserved and the rate will not increase.

The landing page must be of high quality and correspond to the keyword and ad . Some advertisers ignore this requirement. But the Yandex.Direct help indicates that the click price depends on this.

The duration of the advertising campaign also affects the cost per click. Ads that have been running for a long time have accumulated statistics that are reflected in the click-through rate. It is better not to replace such campaigns with new ones, but to remake them so as not to lose historical parameters.


3 Cases of How the Cost Per Click Was Reduced
Case No. 1

Previously, the client managed his own advertising account. The ads did not indicate competitive advantages, there were no extensions, and sometimes the campaign was stopped for a week or more. The account owner contacted marketers to find out how to reduce the cost per click in Yandex.Direct. The specialists carefully worked out the advertising campaign. As a result, the cost per click became about 4 times cheaper.

Case No. 2

The client's business is flower delivery all over Russia. Conversion costs 2,000 rubles, which is unprofitable for the advertiser. The goal is to reduce it to 1,200 rubles. This can be achieved by reducing the cost per click. To do this, high-frequency queries were replaced with low-frequency ones, which mentioned the names of cities. For example, "flower delivery Vladivostok". Instead of 120 high-frequency key phrases, 58,000 low-frequency ones began to be used. Campaigns were divided taking into account regions. Ad texts were improved, additionally including information about delivery and prices. As a result, specialists were able to reduce the click price by 3 times, and the conversion cost fell to 1,000 rubles.

Internet marketers decided to stop at these parameters and started experimenting. They limited the bids on search to 30 rubles, and in YAN - to 20 rubles. Of course, this was not always enough to show on the first page and not for all queries. However, the click price became 30% lower, and the conversion cost was reduced to 650 rubles. What is the result? Having a limited budget, marketers were able to significantly increase the flow of users from contextual advertising, reduce the click price and almost triple the conversion cost.

Case No. 3

The client has a pizza delivery website. He set up the advertising himself, and the click price for his topic was quite high. As a result, the client approached marketers with a question about how to reduce the click price in YAN and search. Before that, he limited the rate to 300 rubles, but these actions did not help him compete with other advertisers at the proper level. Traffic dropped, and there were no calls.

The specialists conducted experiments. After that, it became clear that the client's calls were coming only from special placement. Therefore, the advertising was reconfigured so that the ads would appear in the first positions, competitive advantages were written in them, information about delivery, round-the-clock service, promotions and gifts was indicated. Extensions were also worked on. Over time, the CTR increased to 13%, the click price was reduced by 20%, and the conversion of advertising traffic was 40%.