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The more relevant your landing pages and ads are to your targeted keywords, the higher your quality score will be.
Higher quality score will lead to lower prices on keywords and better ad positions on the search engine. Network Choice - The Google Network is broken up into two groups, Search Network or Display Network, to give you more flexibility and control on where you want the ads to appear. Search Network includes search result pages, search sites that partner with Google, and Google sites.
Display network includes Gmail, Blogger, YouTube, and many other partnering sites. To simplify, the Search Network directs at high intent searches and the Display Network directs at shared interests. High intent comes at a high cost. Advertising on the Search Network is relatively more expensive than the Display Network. Narrowing the audience pool through proper optimization of demographics, location, match types, and negative keywords will avoid irrelevant clicks and significantly decrease the overall cost.
For example, a keyword with a high volume of 20, per month, could be greatly decreased by narrowing down targeted location from the "United States" to specific states, cities, or even, zip codes. Researching and organizing the keywords before starting on the campaign will help estimate your total spend on bidding keywords.
There is a variety of tools to research and organize keywords and costs. Through the auction, Google determines which ads show, where those ads show, and how much those advertisers pay for each click.
Prior to the auction, each advertiser selects the keywords it wants to bid on and enters a maximum CPC they are willing to pay. This maximum CPC bid is one of two key factors behind search ad rank. The other? Quality Score.
Quality Score is a metric that determines how relevant and helpful your ad is to the searcher, and it depends on several factors. The more user-friendly well-designed, quick to load your landing page, the higher your Quality Score.
The only thing to keep in mind is how strict your competition is. While it's difficult to quantify the most expensive keywords on Google because of the sheer amount of data that changes daily, we've broken down the most expensive keywords for some of the most common industries:.
The legal industry has some of the highest CPCs in this article, primarily due to the high amount of competition they're up against and the higher ticket service cost.
For this industry, we looked at keywords relating to "lawyer," "attorney," "legal services," and a few other related keywords. Here are the ones that topped the list:. What's curious about this is that we targeted keywords around the top most common types of doctors, yet it was still urgent care and detox programs that dominated the highest costs per click.
Marketing professionals in this space presumably know advertising tricks to help keep costs down, but this industry is also more likely to put value in Google Ads.
For this category, we didn't want to include "SAAS" since that would not be a keyword a consumer would use to find the software of their choice.
Instead, we used aggregate keywords around "business software" to see what the most expensive CPCs would be:. Curiously, despite pooling all keywords related to "real estate agent" and "REALTOR" along with the other service-based keywords, it was the descriptive keywords using "fast" or "with cash" that seemed to outpace all others when it came to cost per click.
The home improvement industry is a large one, but we focused primarily on services such as HVAC, plumbing, and restoration and renovation. It seemed as though air conditioning and water damage seemed to be the ones with the dominant CPC in this group:. For this industry, we decided to pull keywords relating to "auto repair," "auto body," and "dent removal," taking care to remove any insurance or car accident litigation keywords. You'll notice that lower ticket items such as oil changes and tire services are not present on this list.
We can reasonably assume that advertisers in this category want to put their advertising dollars toward higher ticket items:. In the finance space, we compiled keywords relating to banking, credit, debt, loans, mortgages, and more.
The common theme among the high-CPC keywords was debt relief or loan acquisition VA loans being especially popular :. It's clear that online learning overtook the list of high-CPC keywords.
This is likely due to smaller ticket educational items such as certifications, courses, and training not providing high enough ROI to justify such high costs per click. The list of highest CPC keywords was determined from approximately 10, related keywords per industry. This information was accessed from Ahrefs and compiled on April 3, and should be used only for editorial purposes as there are many more keywords out there, CPC is subject to change with current industry and economic conditions, and keyword tools will provide differing data.
Be sure to perform your own keyword research before making advertising decisions. Didn't see your industry represented? Follow the steps below to find the keyword costs for your most relevant keywords. Thankfully, not everything on the Google Ads platform is so expensive. The unfortunate part, though, is that Google's Keyword Planner is no longer available for use if you don't have an account.
As the competition level increases from low to high, so too does its bidding price, which invariably leads to high CPC and CPA. This format gives you greater flexibility and control on how and where you want your PPC ads to appear.
In other words, the Search Network targets users with high buying intent , whereas the Display Network targets users with shared interests. If you want to focus on those with high intent, you can expect to pay higher costs.
Therefore, it is relatively more expensive to advertise on the Search Network compared to the Display Network. You can refine your target audience by adjusting your demographics, location, and device targeting. For example, you may have a keyword that has a monthly search volume of 10, per month. You can avoid irrelevant clicks and reduce the costs by narrowing your targeting to focus only on mobile users, aged , within specific cities within the United States.
Quality Score is an influential metric that impacts keyword costs. Google Ads gives preference to ads with higher Quality Score, so they will rank higher, and often cost less. With a focus on improving Quality Score, you can reduce your wasted spend and pay less for keywords.
Markets change dramatically around holiday periods and seasonal shopping times, with new competitors and products arriving, and consumer purchasing habits changing all the time. Getting the right keywords can help you stand out in a busy period, but you need to act fast and be smart about your bids to make sure you make a good return.
Whenever you select keywords in Google Ads, you can set the amount you are willing to pay for a click on your ad. This value is known as the maximum cost-per-click or Max CPC bid. Doing the latter allows for a high level of customization and control, and you can change your bids at any time for any specific keyword. With the help of the Best strategy, you can easily reduce the cost of ads on Google. Maximize Clicks is a feature in Google Ads that allows you to set your Max CPC bids, and then hand control to the platform to automatically generate you as many clicks as possible within your bid limit.
Google Ads has a range of practical tools that help advertisers with their keyword research and bidding strategies. Consider using these to make more bang for your buck:.
Follow the automated recommendations for bid changes to exercise better budget management.
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