AdWords tool claims to put the users in complete control of the amount that they would pay for key terms and clicks. There is no such thing as a minimum spending threshold. It’s all up to the user’s instinct and individual calculations! If one wants to reach out to as many potential customers, among the most critical aspects to get right are an ad’s content/copy and targeting. These factors are equally vital when it comes to controlling the costs.
Ingredients of an ad
Headline or the first catch line of an ad serves as a link to your site. The headlines should directly relate to the key terms being searched. It must carry one of your keywords, at least. Lines of text include details of the products or services that you are advertising. Adhere to ad space limit, while conveying details like benefits and special features.
The closing line is used to display your website’s URL. Display URL intends to provide users with an idea of what site they will be directed to after clicking on the ad. On the other hand, Destination URL is not visible in an ad. The destination URL or a landing page is the page of your site you wish to direct users to from your ad. Select the page of your website that is most relevant to the product or service described in your ad.
Ways and means of controlling costs
Let us check how you can control costs in many different ways, when it comes to daily budget, bids and ad quality.
The budget limit that you set is up to you. The daily budget is exactly the amount you are willing to spend on a specific campaign. It effectively, decides how often your ads are shown through the day. For example, if the daily budget is set low, they won’t show up in every search. Your ads will be displayed in keeping your daily budget. When the limit is crossed, they will no more be shown on that day. The end costs may be slightly more or even less than this set amount.
Cost-per-click (CPC) is among the most popular options for bidding. The CPC bids decide the amount you are ready to pay for each click on your ad when it gets displayed on Google or other partner sites. A higher CPC bid can let your ad be shown at a much higher position. Both your bid amount and your Quality Score are combined to work out its position on the search page. Your actual costs may well be less than the bids you opt for.
Last but not the least, while determining the amount to be paid for a click on your keyword-driven ad, what matters most is the quality. The higher the Quality Score, the lesser you will pay for any given ad position on the page, and vice versa.
