The digital advertising landscape is more competitive than ever, and rising cost-per-click (CPC) rates are leaving many advertisers feeling the pinch. While increased competition is a key driver of these costs, there are several actionable strategies your business can take today to maintain efficiency and maximize your ad spend. Here are six proven changes you can implement to combat rising ad CPCs:


1. Restrict the Use of Broad Match Keyword Targeting

Broad match keyword targeting might seem like an efficient way to cast a wide net, but it often results in wasted ad spend by attracting irrelevant traffic. By switching to phrase or exact match keywords, you can gain greater control over who sees your ads, ensuring you’re reaching users with intent aligned to your business.

Pro Tip: Regularly review your search term reports to identify irrelevant queries and add them to your negative keyword list. This refinement process will further reduce wasted clicks and improve your return on investment (ROI).


2. Limit Broad Audience Targeting

Much like broad match keywords, broad audience targeting can lead to wasted impressions and clicks. Instead, refine your audience parameters by using detailed demographics, interests, and behaviors. Platforms like Meta Ads Manager and LinkedIn Ads offer tools to create highly segmented audience groups.

Pro Tip: Use retargeting campaigns to focus on warm leads who have already interacted with your brand. Retargeting often delivers higher ROI with lower CPCs.


3. Compare CPCs Across Different Ad Channels

Rising CPCs on one platform don’t mean you’re out of options. Take time to compare CPCs across channels such as Google Ads, Meta, LinkedIn, TikTok, and even Reddit. Diversifying your ad spend to focus on platforms with lower CPCs and strong engagement rates can stretch your budget further.

Pro Tip: Monitor performance metrics such as click-through rates (CTR), cost per acquisition (CPA), and overall ROI to determine which channels deliver the best value for your business.


4. Focus on Quality Score Optimization

Google Ads’ Quality Score has a significant impact on CPCs. By improving ad relevance, expected click-through rates, and landing page experience, you can lower your CPC while maintaining ad visibility.

Pro Tip: Regularly test and update your ad copy to ensure it’s both compelling and highly relevant to your target audience. Align your ad’s messaging with the content on your landing pages for a seamless user experience.


5. Implement Dayparting and Geotargeting

Not all clicks are created equal. Dayparting (showing ads during specific times) and geotargeting (targeting users in specific locations) can help you focus your ad spend on high-value times and areas.

Pro Tip: Analyze historical performance data to determine when and where your ads perform best. Adjust your bidding strategy to prioritize these high-value segments.


6. Leverage Automated Bidding Strategies

Most ad platforms now offer automated bidding options that optimize for conversions rather than clicks. Strategies like “Target CPA” or “Maximize Conversions” can help you make the most of your budget without overpaying for irrelevant traffic.

Pro Tip: Start by testing automated bidding on a small scale. Once you’ve validated its effectiveness, roll it out across more campaigns.


Final Thoughts

Rising ad CPCs are a challenge, but with these six strategies, your business can adapt and thrive. By refining your targeting, optimizing your ads, and diversifying your ad spend, you’ll be well-positioned to maintain efficiency and drive results in an increasingly competitive landscape.

If you’re ready to take your ad campaigns to the next level, PINTAYA is here to help. Our team of experts specializes in crafting data-driven strategies that deliver unbeatable ROI. Contact us today to learn more!