This PPT will help you to reduce the CPA in Google Ads.

1. 4 PPC Tactics to Lower Your CPA in
Google Ads

2. #1 Strategically Target the Location
• Suppose you set targeting location broad in Google Ads, there might be
chances that you gonna serve them to poorly-converting regions.
• Go to Google Analytics to see if you’ve set Google Ads broad targeting
and spending a lot of money.
• Go to Audience > Geo > Location.
• After reaching Google Analytics, you’ll see Sessions dropdown list
available in the top left corner.
• Then choose Conversion Rate inside Goal to find which are the most
successful regions as well as which are not in terms of conversion.

3. • Once PPC advertisers come to know which location is giving them the best
profit, they can save their money.
• This way you can effectively reduce your CPA and improve your campaign’s
ROI.

4. #2 Focus on Quality Score with Defined Ad
Structure
• It has been seen that if you optimize your quality score then that
optimization result also helps to reduce CPA.
• SKAGs (single-keyword-ad-groups) is an ad structure that helps advertisers
focus on only one keyword per ad group.
• Only make SKAGs for your best performing keywords and Google Analytics
will help you know that.

5. #3 Employ Google Ads ‘IF Functions’
• These functions enable marketers to set rules for their ads to present
them in desired conditions.
Putting rules in ads helps paid search marketers in two ways-
• Rules applied to ensure that the ads are relevant enough to make users
click. Improving CTR would lead to enhanced quality score thus reducing
CPA.
• Making ads useful and targeted to the user ensures you won’t have to pay
for irrelevant clicks. This will also reduce costs.
• If you’re going to use IF Functions in Google Ads, first try to know which ad
part could be optimized.

6. • Is it Audience or Pricing or Ad copy?
• Then get to work experimenting and iterating on your results.
• Then go for optimizing it relevantly for the users

7. #4 Use Google Ads Built-In Machine Learning
• Google Ads comes with a built-in machine learning which helps
advertisers boost conversions and optimize ad performance.
• Go back to Target CPA bidding under Google Ads.
• Target CPA bidding is also known as Smart Bidding under Google Ads.
• It includes an automatic bidding strategy in ads which are made to get
your ads more conversions for the target CPA set by you.
• As Smart Bidding is based on machine learning, advertisers can turn it on
and set a lower CPA in order to see whether they can get the same results
at a lower price.

8. Smart Bidding adjust bids using
signals like-
• Device-type.
• Browser-type.
• Time.
• Location.
• Remarketing list.
• Companies which manage
Google Ads would rely on third-
party machine learning to
minimize CPAs as well.
• Here is how third-party
machine learning influenced
CPA industry-wise in Google
Ads-

9. About DSIM
Delhi School of Internet Marketing is India’s Premier Digital
Marketing Training Institute delivering training to professionals,
entrepreneurs and job-seekers, The institute offers Masters in
Digital Marketing, making individuals learn how to do marketing
online. It offers Digital Marketing course in Bangalore, Pune,
Hyderabad , Delhi & all over India. It offers the best Digital
Marketing course in Hyderabad and in other parts of India.
DSIM blog has been brought under the same. It’s an effort to
give readers the most up-to-date, reliable information, so that
they can step up their marketing strategies.