10. Ad extensions
Extensions, like negative keywords, have an indirect impact accurate mobile phone number list on the cost per click through clickability. Thanks to extensions, the ad becomes more visible and can be included in more advertising formats. Such ads are clicked on more often. Look at the example below, how strikingly the first ad differs from the three following ones: this result can be achieved by adding all possible extensions.
Google Ads has a larger variety of extensions than Yandex.Direct. But Google alternates and mixes them. If you want to get the best CTR and reduce the cost per click, add everything and trust the impressions to the system.
11. Stopping and restarting an advertising campaign
Stopping advertising campaigns can lead to completely different results. And again, everything depends on the CTR. Initially, when the advertiser just created a new campaign, the click price is affected only by the predicted CTR, based on the relevance of the ad and some historical data on competitors.
After the campaign is launched, statistics gradually accumulate, and the accumulated CTR begins to have an increasing impact on the click price. If the accumulated CTR is less than the predicted one, the click price may start to increase. If it is more, it may decrease.
Yandex.Direct takes into account the accumulated CTR over the last 28 days. It happens that a campaign accumulates a high CTR, the click price decreases, and then the budget runs out, and the ad does not work for some time.
Once impressions resume, the system may start focusing on predicted clickability again and increase bids. Therefore, it is advisable to avoid stopping ad impressions in search.
And a completely opposite situation can be observed when advertising in networks (Yandex Advertising Network, Google Display Network). Often, the predicted CTR in a new campaign is higher than what accumulates after launch. This can be explained by poor development of targeting or creatives. This may not directly affect the click price, but leads to the fact that with the same rate, the reach is greatly reduced. In this case, you can create a copy of the advertising campaign and launch it from scratch, the system will again focus on the predicted CTR value. It is better to test different targeting and try to select more clickable creatives.
To sum it up
It should be noted that the cost per click is influenced by many factors. The task of the advertiser or contextual advertising specialist is to initially create a high-quality campaign, following the advice from this article.
It is even more important to monitor its effectiveness and optimize it: test ads, collect new negative keywords and set the necessary bid adjustments. This is daily work that will allow you to get the best result.
Successful advertising campaign