{"id":644383,"date":"2024-11-15T16:00:00","date_gmt":"2024-11-15T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-combat-rising-cpcs-and-optimize-your-google-ads-roi\/"},"modified":"2024-11-15T16:00:00","modified_gmt":"2024-11-15T13:00:00","slug":"how-to-combat-rising-cpcs-and-optimize-your-google-ads-roi","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-combat-rising-cpcs-and-optimize-your-google-ads-roi\/","title":{"rendered":"#How to combat rising CPCs and optimize your Google Ads ROI"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2c12e3f2742\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2c12e3f2742\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-combat-rising-cpcs-and-optimize-your-google-ads-roi\/#Using_this_simple_cap_strategy_on_Google_Ads_lets_you_cut_waste_optimize_spend_and_maximize_return_on_ad_dollars\" >Using this simple cap strategy on Google Ads lets you cut waste, optimize spend and maximize return on ad dollars.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-combat-rising-cpcs-and-optimize-your-google-ads-roi\/#Analyzing_the_mechanics_of_Googles_CPC_rates\" >Analyzing the mechanics of Google\u2019s CPC rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-combat-rising-cpcs-and-optimize-your-google-ads-roi\/#Implementing_CPC_caps\" >Implementing CPC caps<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Using_this_simple_cap_strategy_on_Google_Ads_lets_you_cut_waste_optimize_spend_and_maximize_return_on_ad_dollars\"><\/span>Using this simple cap strategy on Google Ads lets you cut waste, optimize spend and maximize return on ad dollars.<br \/>\n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Inflation continues to weigh heavily on consumers and businesses alike. Retailers nationwide face squeezed profit margins due to rising wages and material costs.<\/p>\n<p>Businesses must invest in advertising to stay competitive, yet these expenses are also climbing. Over the past three quarters of 2024, Google reports that cost-per-click (CPC) rates have risen by 4 to 6% year over year, adding to the financial strain.<\/p>\n<p>Ordinarily, businesses might respond to rising CPC costs by increasing prices. However, with inflation-weary consumers already feeling the pinch, price hikes could push customers away.<\/p>\n<p>What options remain for businesses? Fortunately, there\u2019s a smart solution: implementing CPC caps. This strategy allows businesses to offset rising ad costs without burdening consumers.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-analyzing-the-mechanics-of-google-s-cpc-rates\"><span class=\"ez-toc-section\" id=\"Analyzing_the_mechanics_of_Googles_CPC_rates\"><\/span>Analyzing the mechanics of Google\u2019s CPC rates<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PPC advertisers using Google\u2019s smart bidding <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> leave themselves at the mercy of Google\u2019s AI function. Here\u2019s an example of how that works:\u00a0<\/p>\n<p>Imagine a business targeting a four-times return-on-ad-spend (ROAS) with an average order value (AOV) of $200.\u00a0<\/p>\n<p>If Google\u2019s \u201call-knowing\u201d AI is 100% certain that a consumer will convert, the maximum price they can charge for that click is $50.\u00a0<\/p>\n<p>While that may seem like a lot for a click, over time, Google has learned the businesses\u2019 habits and, therefore, knows what its clicks are worth, thus charging them that amount.<\/p>\n<p>Fortunately, Google\u2019s AI isn\u2019t actually all-knowing (yet). So, we should ask ourselves not how much the click is worth but what it costs to win high-value clicks.\u00a0<\/p>\n<p>If I can enter the same auction and win the same click for just $20, that\u2019s an improvement. While I aim for a four-times ROAS at $20, I achieve a ten-times rate of return.<\/p>\n<p>This reveals that Google\u2019s overconfidence can sometimes lead to extraordinarily high click prices, which don\u2019t align with business objectives, as seen in this example of a $648.94 click without a conversion:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"232\" alt=\"A $648.94 click without a conversion\" class=\"wp-image-448310\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion-600x174.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion-200x58.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion-768x223.png.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"232\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion.png.webp\" alt=\"A $648.94 click without a conversion\" class=\"wp-image-448310\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion-600x174.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion-200x58.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Example-of-a-648.94-Google-Ads-click-without-a-conversion-768x223.png.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<\/div>\n<p>For further context, before implementing CPC caps, I analyzed several clients\u2019 generic (non-brand) campaigns.<\/p>\n<p>The data consistently showed higher returns in each case when CPC rates were at the lower end of the spectrum.\u00a0This trend underscores the potential benefits of setting CPC caps to optimize campaign performance.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"968\" height=\"471\" alt=\"Analysis of clients' generic (non-brand) campaigns\" class=\"wp-image-448311\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns.png.webp 968w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-600x292.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-800x389.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-200x97.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-768x374.png.webp 768w\" data-lazy-sizes=\"(max-width: 968px) 100vw, 968px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"968\" height=\"471\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns.png.webp\" alt=\"Analysis of clients' generic (non-brand) campaigns\" class=\"wp-image-448311\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns.png.webp 968w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-600x292.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-800x389.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-200x97.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Analysis-of-clients-generic-non-brand-campaigns-768x374.png.webp 768w\" sizes=\"auto, (max-width: 968px) 100vw, 968px\"><\/figure>\n<\/div>\n<p>The analysis showed that while the \u201cwaste\u201d for some clients was relatively low (less than half a percent), some clients were \u201cwasting\u201d considerable portions of their budgets at returns well below the average.<\/p>\n<p>Note that some paid search experts object to this kind of analysis. They argue that cutting the $1,500 from Client 5 on clicks above $2.50 won\u2019t help performance because there is nowhere else for that $1,500 to go.<\/p>\n<p>Fortunately, we have evidence that this isn\u2019t the case.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1086\" height=\"159\" alt=\"Campaign performance after setting CPC cap\" class=\"wp-image-448313\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap.png.webp 1086w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-600x88.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-800x117.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-200x29.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-768x112.png.webp 768w\" data-lazy-sizes=\"(max-width: 1086px) 100vw, 1086px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1086\" height=\"159\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap.png.webp\" alt=\"Campaign performance after setting CPC cap\" class=\"wp-image-448313\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap.png.webp 1086w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-600x88.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-800x117.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-200x29.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Campaign-performance-after-setting-CPC-cap-768x112.png.webp 768w\" sizes=\"auto, (max-width: 1086px) 100vw, 1086px\"><\/figure>\n<\/div>\n<p>In the above example of a generic search, the client set a cap of $10. This eliminated an admittedly small but wasteful portion of the spend. Even better, overall campaign performance improved.<\/p>\n<p>Other factors may have contributed to improving the campaign\u2019s performance, but I have seen this h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>en enough times to be confident in recommending clients to at least try a test.\u00a0<\/p>\n<p>Keep in mind that during the test, you might miss out on a small percentage of high-value clicks. If this happens, you can simply revert to your original settings.<\/p>\n<p>However, the potential upside is that you eliminate clicks you\u2019re being overcharged for and improve your ROAS for the foreseeable future.<\/p>\n<p>The one caveat is that CPCs and caps perform differently around holidays and other tent poles, so be careful not to set the caps too low.<\/p>\n<p><strong><em>Dig deeper: There is no \u2018best\u2019 Google Ads bidding strategy, study finds<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-implementing-cpc-caps\"><span class=\"ez-toc-section\" id=\"Implementing_CPC_caps\"><\/span>Implementing CPC caps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To run the test yourself, start by building a report like this with a selected long date range. (I\u2019ve filtered clicks here to include &gt;0.)<\/p>\n<p>Next, download the report to Excel and in Excel, create a CPC column rounded to the nearest cent.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"259\" height=\"406\" alt=\"Table - Row and column settings\" class=\"wp-image-448315\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings.png.webp 259w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings-216x338.png.webp 216w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings-72x113.png.webp 72w\" data-lazy-sizes=\"(max-width: 259px) 100vw, 259px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"259\" height=\"406\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings.png.webp\" alt=\"Table - Row and column settings\" class=\"wp-image-448315\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings.png.webp 259w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings-216x338.png.webp 216w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Table-Row-and-column-settings-72x113.png.webp 72w\" sizes=\"auto, (max-width: 259px) 100vw, 259px\"><\/figure>\n<\/div>\n<p>To create your distribution buckets, use a formula like the one below. This formula will match the CPC within a range of upper and lower bounds.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"765\" height=\"27\" alt=\"Formula for setting CPC cap\" class=\"wp-image-448316\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap.png 765w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap-600x21.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap-200x7.png.webp 200w\" data-lazy-sizes=\"(max-width: 765px) 100vw, 765px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap.png\"><img loading=\"lazy\" decoding=\"async\" width=\"765\" height=\"27\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap.png\" alt=\"Formula for setting CPC cap\" class=\"wp-image-448316\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap.png 765w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap-600x21.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Formula-for-setting-CPC-cap-200x7.png.webp 200w\" sizes=\"auto, (max-width: 765px) 100vw, 765px\"><\/figure>\n<\/div>\n<p>To calculate ROAS, use the <em>Fields, Items &amp; Sets<\/em> button to create a calculated field as shown.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"313\" alt=\"Insert calculated field - ROAS value\" class=\"wp-image-448317\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Insert-calculated-field-ROAS-value.png.webp 454w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Insert-calculated-field-ROAS-value-164x113.png.webp 164w\" data-lazy-sizes=\"(max-width: 454px) 100vw, 454px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Insert-calculated-field-ROAS-value.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"313\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Insert-calculated-field-ROAS-value.png.webp\" alt=\"Insert calculated field - ROAS value\" class=\"wp-image-448317\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Insert-calculated-field-ROAS-value.png.webp 454w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Insert-calculated-field-ROAS-value-164x113.png.webp 164w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\"><\/figure>\n<\/div>\n<p>Then, pivot the table using fields similar to those in the image below.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"339\" height=\"743\" alt=\"PivotTable fields for CPC caps\" class=\"wp-image-448318\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps.png.webp 339w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps-154x338.png.webp 154w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps-274x600.png.webp 274w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps-52x113.png.webp 52w\" data-lazy-sizes=\"(max-width: 339px) 100vw, 339px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"339\" height=\"743\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps.png.webp\" alt=\"PivotTable fields for CPC caps\" class=\"wp-image-448318\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps.png.webp 339w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps-154x338.png.webp 154w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps-274x600.png.webp 274w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/PivotTable-fields-for-CPC-caps-52x113.png.webp 52w\" sizes=\"auto, (max-width: 339px) 100vw, 339px\"><\/figure>\n<\/div>\n<p>The result should yield a data table like this, which can help you determine whether meaningful spending is dragging down your performance.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"632\" height=\"535\" alt=\"Pivot table - Output\" class=\"wp-image-448319\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output.png.webp 632w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output-399x338.png.webp 399w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output-133x113.png.webp 133w\" data-lazy-sizes=\"(max-width: 632px) 100vw, 632px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"632\" height=\"535\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output.png.webp\" alt=\"Pivot table - Output\" class=\"wp-image-448319\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output.png.webp 632w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output-399x338.png.webp 399w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Pivot-table-Output-133x113.png.webp 133w\" sizes=\"auto, (max-width: 632px) 100vw, 632px\"><\/figure>\n<\/div>\n<p>Finally, implement a maximum CPC within your portfolio bid strategy in Google Ads.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"989\" height=\"623\" alt=\"Implementing a maximum CPC in Google Ads\" class=\"wp-image-448320\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads.png.webp 989w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-537x338.png.webp 537w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-800x504.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-179x113.png.webp 179w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-768x484.png.webp 768w\" data-lazy-sizes=\"(max-width: 989px) 100vw, 989px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"989\" height=\"623\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads.png.webp\" alt=\"Implementing a maximum CPC in Google Ads\" class=\"wp-image-448320\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads.png.webp 989w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-537x338.png.webp 537w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-800x504.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-179x113.png.webp 179w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Implementing-a-maximum-CPC-in-Google-Ads-768x484.png.webp 768w\" sizes=\"auto, (max-width: 989px) 100vw, 989px\"><\/figure>\n<\/div>\n<p>Run the configuration for a point-of-purchase (POP) table to see if your performance has improved. Hopefully, you\u2019ll see savings of as much as 5% of your spend.<\/p>\n<p>Working within Google Ads requires knowing its mechanics and tactics, like implementing CPC caps to optimize and improve an account. Moreover, it can ensure you get the most out of every ad dollar you invest.\u00a0<\/p>\n<p><strong><em>Dig deeper: Branded keywords: How Google Ads drives up CPCs<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Matt Bowen\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Matt-Bowen.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Matt-Bowen.png.webp\" alt=\"Matt Bowen\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Matt Bowen<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/matt-bowen-digitalmarketing\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div>Matt Bowen is the Director of Enterprise Acquisition &amp; Strategy at <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.logicalposition.com\/freereview?utm_source=SEL&amp;utm_medium=referral&amp;utm_campaign=bowen_SEL\">Logical Position<\/a>. Matt has spent 7 years managing Google Ads strategy for some of the largest firms in North America. He also runs strategy for Logical Position\u2019s entire book of business which represents the largest agency client count in North America. Logical Position is a multi-time Google Premier Partner Award winner and Microsoft Channel Partner of the Year Award winner.<\/div>\n<div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/combat-rising-cpcs-optimize-google-ads-roi-448308\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Using this simple cap strategy on Google Ads lets you cut waste, optimize spend and maximize return on ad dollars. Inflation continues to weigh heavily on consumers and businesses alike. Retailers nationwide face squeezed profit margins due to rising wages and material costs. Businesses must invest in advertising to stay competitive, yet these expenses are&#8230;<\/p>\n","protected":false},"author":1,"featured_media":644384,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/How-to-combat-rising-CPCs-and-optimize-your-Google-Ads-ROI.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-644383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/644383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=644383"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/644383\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/644384"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=644383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=644383"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=644383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}