PPC Campaigns: Cost Per Click Costs: Content by a PPC Marketing Consultant for Drinks Brands
The UK drinks industry is a vibrant and ever-evolving sector, reflecting the dynamic tastes and preferences of the population. For drinks brands, maintaining a strong online presence is crucial in reaching potential customers and standing out from the competition. One of the most effective digital marketing strategies for this is Pay Per Click (PPC) advertising, a model that can provide immediate visibility and measurable results. Familiarising yourself with the nuances of PPC, especially in terms of Cost Per Click (CPC), is essential for any drink brand looking to optimise their digital marketing campaigns.
In this blog post, we’ll delve into the specifics of CPC for drinks brands within the UK market. We’ll explore the average costs associated with popular keywords in this industry, how to optimise your campaigns to manage these costs effectively, and why focusing solely on reducing click costs might not always be the best strategy. Our aim is to provide drinks brands with insightful data and tips to make their PPC campaigns not just effective, but comprehensive. For a more tailored approach to PPC strategy, consider consulting Pay Per Click Management at Wired Media.
Average CPC for Drinks Brands Keywords
Within the UK market, the average CPC for drinks brands can vary significantly depending on the keyword. Data shows that on average, top-performing keywords for drinks-related products can range anywhere from £0.50 to over £4.00. Here, we provide an analysis of 20 specific keywords in the drinks industry:
- “Wine delivery” – £2.80
- “Craft beer online” – £3.20
- “Whiskey shop” – £3.50
- “Gin gifts” – £1.40
- “Local brewery” – £2.50
- “Buy vodka online” – £3.80
- “Non-alcoholic drinks” – £1.10
- “Rum sales UK” – £2.90
- “Organic wine” – £3.00
- “Cocktail kits” – £1.90
Some of the most expensive keywords, indicating high competition and potential buyer interest, include “Buy vodka online” and “Whiskey shop”. Such data highlights the need for strategic bidding and careful management of PPC budgets.
Nationwide vs. Local Keywords
In PPC campaigns, nationwide keywords such as “craft beer delivery” or “whiskey sales” often garner more clicks due to their broad appeal. However, the competition for these keywords can drive up costs, making it essential to strike a balance between reach and budget. Conversely, local keywords, such as “Bristol brewery” or “Manchester wine shop”, may attract fewer searches but often deliver more relevant traffic, reducing wasted spend and potentially achieving a better cost per acquisition (CPA).
Strategies to Reduce CPC
Reducing CPC is a common goal in optimising a PPC campaign, but blindly slashing costs can compromise lead quality. Instead, focus on improving Ad Rank and Quality Score to lower costs while maintaining performance. Here’s how:
- Ad Rank: Enhance your ad placements by improving ad relevance and landing page experience. Higher-ranked ads typically achieve lower CPC.
- Quality Score: Google considers ad relevance, expected click-through rate, and landing page experience when assigning Quality Scores. High scores can lead to lower CPCs and better ad positions.
By focusing on these areas, brands can reduce click costs without sacrificing quality. Using negative keywords to filter irrelevant traffic is another effective strategy. However, the focus shouldn’t always be on finding the cheapest clicks; sometimes, higher-cost ads result in better conversion rates and ROI.
Expensive Clicks Can Yield Lower CPA
It’s essential for drinks brands to appreciate that not all clicks are equal. While reducing costs is important, achieving the lowest CPC should not be the ultimate objective. Instead, consider the potential return on investment. Expensive keywords often reflect a high level of buyer intent and can lead to lower CPAs. This means that although these clicks may cost more, they often result in conversions that justify their price. The goal should always remain focused on the overall efficiency and profitability of the campaign.
The Drinks Industry Context
The drinks industry in the UK presents both challenges and opportunities for marketers. With a diverse range of products and a fiercely competitive market, understanding consumer preferences and effectively targeting them through PPC campaigns is paramount. Current trends indicate a growing interest in artisanal and non-alcoholic beverages, which presents new keyword opportunities for brands to explore. Tailoring your PPC strategy to these trends can serve not just to attract traffic but to convert it effectively.
Conclusion
For drinks brands aiming to make the most of their digital marketing budgets, a nuanced understanding of CPC is indispensable. By leveraging the right keywords, optimising campaign strategies, and embracing higher-cost opportunities where appropriate, businesses can enhance both reach and ROI. For a deeper dive or professional assistance in optimising your PPC campaigns, consider consulting our experts at Pay Per Click for Drinks Brands.
