Earnings per click (EPC) is perhaps the single most important metric to track when running a Google Ads campaign. As the name suggests, it reflects the average amount of revenue generated by each ad click. If your Google Ads EPC is lower than your cost per click (CPC), it means you are spending more money on ads than the revenue generated by those ads. There are several ways to optimize your Google Ads campaign, however, to achieve a higher EPC.

Create Longer Ads

Earlier this year, Google introduced new formatting options for text ads. Now, advertisers can create up to three headlines and two descriptions for their text ads. Known as expanded text ads, it’s designed to provide greater visibility for advertisers’ ads. Because the third headline and second description is optional, though, many advertisers neglect to take advantage of this feature. To attract more, higher-quality clicks, use this extended format to highlight your business’s benefits in text ads. If you offer free shipping, for example, mention this in either a headline or description.

Split Test Landing Pages

Always run at least two landing pages in each of your Google Ads campaigns. A poorly designed landing page may fail to effectively convert visitors into customers. Those visitors will still click your ads, resulting in greater Google Ads expenditure, but they may not convert after reaching your landing page. To optimize your Google Ads campaign for a higher EPC, you should split test two or more landing pages by running them simultaneously.

Split Test Ad Copy

In addition to split testing landing pages, you should also split test ad copy. Making small changes to your ad copy, such as using synonyms of words or different phasing, can filter bad traffic from your ads. And with higher-quality traffic clicks your ads, you’ll achieve a higher EPC.

Speed It Up

The speed of your landing pages can affect your EPC. According to one report, almost half of all visitors expect websites to load in 2 seconds or less. if your landing pages suffer from a longer load time, these visitors may abandon it without following through with the sales or conversion process.

Improve Quality Score

The amount you pay for ad clicks is influenced by the Quality Score of your ads. Google Ads uses a one to 10 Quality Score, with 10 being the best. How do you improve your Quality Score exactly? Basically, Google Ads calculates Quality Score based on expected click-through rate (CTR), ad relevance and landing page quality. Therefore, you should focus on using a high-quality landing page along with creating highly targeted ads that attract clicks.