How to Keep PPC Management Costs Down

By Olivia Johnson - Trusted UK Business Expert

Last Updated 16th of April 2025

5 minute read

Managing PPC campaigns effectively is essential for businesses looking to optimise their marketing spend. We understand the challenges of keeping costs low while achieving strong results. In this guide, we will help you discover the best strategies to keep your PPC management costs down.

To keep PPC management costs down, focus on optimising your campaigns by refining keyword targeting, improving ad copy, adjusting bidding strategies, and continuously monitoring campaign performance. Smart budgeting and testing are key to achieving efficient results without overspending.

By using the right strategies, you can maximise your return on investment (ROI) while lowering costs. Read on to explore detailed tips and expert advice on how to improve your PPC management and keep costs under control.

What is PPC Management?

PPC (Pay-Per-Click) management refers to the process of managing and optimising paid advertising campaigns on search engines and other platforms. It involves setting up campaigns, selecting keywords, creating ads, monitoring performance, and adjusting bids to ensure the best results at the lowest cost. A well-managed PPC campaign can deliver excellent results by driving high-quality traffic to your website without wasting money.

How to Keep PPC Management Costs Down

1. Refining Your Keyword Targeting

Effective keyword targeting is one of the most crucial factors in keeping PPC costs low. By focusing on highly relevant keywords that are likely to convert, you can ensure your ads reach the right audience and avoid overspending on irrelevant clicks.

• Conduct thorough keyword research to identify keywords that match your products or services. Using long-tail keywords, which are more specific, can often be cheaper and yield better results.
• Use negative keywords to exclude irrelevant search terms. This helps prevent your ads from showing up for searches that won’t result in conversions, thus saving money.
• Regularly review and update your keyword list based on performance data to optimise targeting and budget allocation.

2. Improving Ad Copy

Your ad copy plays a significant role in the cost-effectiveness of your campaigns. Well-crafted ads can increase your click-through rate (CTR), which may lower your cost per click (CPC) over time.

• Create clear, compelling ads that match the user’s search intent. Highlight your unique selling points and include a strong call to action.
• Test multiple ad variations through A/B testing to find which versions perform the best. Continuously improve the copy based on results.
• Match the ad copy with the landing page to provide a consistent user experience. A relevant landing page can increase conversions, making your PPC spend more efficient.

3. Optimising Bidding Strategies

Choosing the right bidding strategy can have a significant impact on the cost-effectiveness of your PPC campaigns. Different bidding options, such as manual bidding or automated bidding, can help you control costs.

• Use manual bidding if you want more control over individual keyword costs. This allows you to adjust bids based on performance and budget constraints.
• Consider switching to automated bidding strategies, such as Target CPA (Cost per Acquisition) or Target ROAS (Return on Ad Spend), which can optimise bids for conversions while keeping costs low.
• Monitor your bids regularly to ensure they are competitive enough to win clicks without overspending.

4. Adjusting Ad Scheduling

PPC ads can be scheduled to run at specific times of the day or days of the week. By analysing performance data, you can adjust your ads to only run during the most profitable times, which helps reduce unnecessary spend.

• Review performance data to identify peak times when your ads generate the most conversions and focus your budget on those hours.
• If certain times of day or days of the week are less effective, pause or lower bids during those periods to reduce costs.

5. Landing Page Optimisation

Having a well-designed and optimised landing page can help increase the conversion rate of your PPC campaigns. Higher conversions mean a better return on investment, which helps keep your costs down.

• Ensure your landing page is fast-loading, mobile-friendly, and directly relevant to the ad content.
• Include clear calls to action and a simple, intuitive design that encourages visitors to take the desired action, whether it’s making a purchase or signing up for more information.
• Use A/B testing to optimise the layout and design of your landing pages and improve conversions over time.

6. Regular Monitoring and Testing

PPC campaigns require ongoing monitoring and optimisation to ensure they are cost-effective. Regularly reviewing and adjusting your campaigns will help you stay on top of performance and keep costs under control.

• Monitor key metrics like CTR, conversion rate, and CPC to identify areas for improvement.
• Continuously test ad variations, keyword targeting, and landing pages to improve campaign performance.
• Use performance reports to adjust bids, refine targeting, and reallocate budgets as needed to ensure maximum efficiency.

How Often Should You Review Your PPC Campaigns?

It is essential to continuously review your PPC campaigns to ensure optimal performance. The frequency of reviews depends on the scale of the campaign and the type of industry.

• Small campaigns may only need weekly reviews to ensure everything is on track.
• Large campaigns should be reviewed daily to monitor performance closely and make quick adjustments where necessary.
• Always track the ROI to assess whether the campaigns are delivering value for the money spent.

What Are the Most Common Mistakes in PPC Management?

While managing PPC campaigns, many businesses make avoidable mistakes that can increase costs unnecessarily. Here are some of the most common errors to avoid:

• Not using negative keywords – This can lead to your ads showing up for irrelevant searches.
• Overbidding – Setting bids too high can quickly drain your budget without increasing conversions.
• Ignoring quality score – Google Ads uses quality score to determine ad placement and cost. A low-quality score can result in higher CPC.
• Lack of ad testing – Without A/B testing, you may miss out on opportunities to improve performance.

How Can Budgeting Help Keep PPC Costs Down?

Smart budgeting is key to managing PPC costs effectively. By setting clear budget goals and closely monitoring how your funds are allocated, you can prevent overspending.

• Set daily and monthly budgets to keep track of spending and avoid exceeding limits.
• Use campaign budgets to allocate funds across different campaigns based on performance.
• Adjust budgets for campaigns that are performing well and reduce spend on those that are underperforming.

Optimising your PPC campaigns is essential for keeping your advertising costs low. If you want to learn more about how to manage your PPC campaigns efficiently, click the link below to get more expert advice.

FAQ

What is the most cost-effective bidding strategy for PPC?

Automated bidding strategies, such as Target CPA or Target ROAS, are often the most cost-effective as they optimise bids for conversions, helping you spend efficiently.

How can I reduce my cost-per-click (CPC)?

Refine your keyword targeting, improve your ad copy, and optimise your landing pages. High-quality ads and relevant landing pages can improve your CTR, which lowers CPC.

How often should I test my PPC ads?

Regular A/B testing should be done every few weeks to identify which ad variations perform the best. Always keep testing to improve your campaigns and reduce costs.

Can I optimise PPC campaigns without hiring an expert?

Yes, with the right tools and knowledge, you can optimise your PPC campaigns on your own. Regular monitoring, testing, and adjusting based on data can help you keep costs down.