How To Reduce AdWords Costs And Increase Clickthroughs

AdWords has to be one of the best ways to get visitors to your website as you only pay for results. A lot of online advertising methods will involve paying a certain monthly fee for a banner ad or something similar and you will have absolutely no guarantee as to whether or not this is actually going to bring you any business in at all. AdWords is different but still, it can be quite costly. There are a lot of competitive keywords out there and if you don’t have a big enough budget, you might find that AdWords isn’t really working for you.

Luckily, there are ways that you might not have heard of that will actually allow you to scale down your AdWords costs and makes things a little cheaper. At the same time, you will also be able to increase your click through rate and get even more visitors to your website. This is a win-win situation for most companies so make sure you read on.


#1 – Use Sitelinks

An example of Sitelinks in action on AdWords for the search “credit cards”.

If you have looked at the AdWords interface recently, you will probably have noticed something called sitelinks which Google now gives you the option to use. Of course, you might be wondering exactly what this is and really, it is simple. Basically, it allows you to include more links on your AdWords ad. What do we mean by this? Well, let’s say that you have an online book shop and you have a lot of different category pages; with sitelinks, you can actually link to many of these category pages at once on your ad.

I know what you’re thinking, why would you want to do this? Well, it will actually reduce your costs and increase the clickthrough rate of your ads. Let’s say that you have your online book store and you run an AdWords ad for the keyword “buy books online”. This is quite a broad phrase and quite often, you won’t directly match what the Googler is looking for. However, if you use sitelinks, you will be able to offer links to inner pages of your website that might be better suited to the Googler. For example, you could include a link to your homepage but then also a link to fiction, non-fiction and latest releases sections.

This allows you to target more than one keyword at once and it has actually been shown that using sitelinks can increase clickthroughs by up to 30%. It will also lead to more sales as visitors get directly to a page that suits their needs.


#2 – Use Ratings

Ratings are often shown in AdWords ads and as you might have seen, they attract attention. When you see a rating, you will notice a small five star rating system appearing next to the add which shows user reviews from the Google Product Search engine. Of course, not every business will be able to use this feature as it will only apply to a select amount of businesses but if you do have their feature enabled and you have great reviews, this can be a great way to increase the clickthrough rate on your ads.

The ratings feature does a few different things. Firstly, it helps create trust between your company and the Googler. They can see that a lot of other people have rated your company’s products and services as being good so it gives them faith. Secondly, it allows you to gain a higher click through rate as it has been shown that up to 17% more people click through on ads that have the ratings indicator.

This is a really great way to lower your costs and increase clickthroughs.


#3 – Use Product Extensions

Product Extensions in action for the search “Sony Vaio”.

If you’ve ever been searching for a specific product on Google before, you might have noticed that often, nice images of products show up in the AdWords section. This is a result of a company running a product extension on their AdWords campaign. What does this do? Well, basically it allows you to show some of your products along with images and pricing in the Google search results and generate click throughs to your product.

It has been shown that on average, the AdWords campaigns using this extension increase click throughs by 11% and there are some advertisers that do even better with results up to 30%.

The extension allows you to show five different products in the Google search results so make sure that you choose these products wisely and that they are well targeted to your keywords.


#4 – Use Location Extensions

Location extension in action for the search “auto repair denver”.

In the same way that you can show products in the Google search results, you can also show your location. This is a great feature for local businesses using the AdWords as it will allow potential customers to see that you are located in their area which is great for emphasising that you are a trustworthy local company.

One of the cool things about this extension is that it actually lists your phone number in the SERP’s with no added cost at all to you. This is really cool as it may lead to a sale without the user even having to click on the listing.

If you can combine this with some of the other extensions such as the ratings indicator, it is highly likely that you will see a huge jump in click through rates as well as sales.



Basically, AdWords is not as simple as you might like ti to be. Although anyone can set up an ad and have it running in just a few minutes, you might be throwing your money away if these clicks don’t lead to conversions.

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