You’ve done the hard work—set the bids, found the perfect audience, and optimized your budget.
So why is your CPC still through the roof? It’s that sinking feeling when you realize something isn’t adding up.
Here’s the twist: it might actually be your ad copy that’s driving up the costs. Yup, those clever words you thought would seal the deal could be backfiring.
Let’s break down why even your best ad copy can be a hidden culprit and, more importantly, what you can do to turn it around.
Clickbait Copy: Good for Clicks, Bad for CPC
It’s tempting to write headlines that grab attention and lure in clicks.
However, clickbait-style copy might get you more clicks upfront, but if it doesn’t deliver on its promise, your CPC will suffer.
Why?
Because platforms like Meta and Google rely on engagement metrics to assess ad quality. If users click on your ad, only to bounce quickly because they don’t see what they were expecting, the algorithm sees this as a poor user experience.
Example: Let’s say your headline screams, “50% Off Today Only!” If users don’t immediately find that discount on your landing page, they’ll leave just as fast as they came. The bounce rate skyrockets, and the algorithm hikes up your CPC as a penalty.
Quick Fix: Make sure your ad copy aligns with your landing page. If you’re promising a discount, make it prominent. Avoid overhyping the offer if it’s not immediately clear on the page.
Overpromising Without Proof
We’ve all seen ads that throw around flashy terms like “best,” “exclusive,” or “must-have.”
While these phrases can grab attention, they might actually be working against you. Overpromising without backing it up can lead to high CTR but low conversion rates. This discrepancy signals to Google and Meta that your ad isn’t delivering value, which in turn drives up your CPC.
Why This Happens: Platforms assign a Quality Score (Google Ads) or Relevancy Score (Meta Ads) to gauge how well your ad resonates with users. If your CTR is high but users drop off without converting, it’s a red flag for the algorithm.
How to Avoid It: Focus on specific, value-driven messaging. Instead of saying “The Best Skincare Solution,” try “See Why 10,000+ Customers Swear By This Serum.” This approach adds social proof and sets realistic expectations.
Targeting Mismatch and Tone Trouble
Have you ever written ad copy you thought was amazing, only to find it didn’t land with your audience?
The problem might not be the copy itself, but who it’s targeting. Writing generic ad copy or using the wrong tone can lead to irrelevant clicks, driving up your CPC.
Example: Imagine running a B2B campaign with ad copy that says, “Grab Yours Now!” This urgency might work for a consumer product, but B2B buyers might find it too pushy. They prefer a more consultative approach like, “Discover How Our Solution Streamlines Your Operations.”
The Fix: Match your language to your audience’s intent. For a professional crowd, go with a polished and straightforward tone. If you’re speaking to everyday consumers, keep it light, casual, and relatable.
How to Diagnose the Problem
If you suspect your ad copy is behind your high CPCs, here’s what to do:
Run an A/B Test: Test different versions of your ad copy. Try one that’s value-focused versus one that uses urgency. Compare the CPCs and conversion rates to see which is working better.
Check Your Quality Score: In Google Ads, look at your Quality Score breakdown—focus on the “Ad Relevance” and “Landing Page Experience” components. On Meta, check the Relevancy Score. Low scores in these areas often point to issues with your copy.
Optimising Your Ad Copy for Lower CPC
If your ad copy is the problem, don’t worry—you can fix it! Here’s how:
Keep It Honest and Consistent: Make sure your ad copy lines up with what visitors will actually find on your landing page. If there’s a disconnect, users tend to bounce, which tells the platform your ad missed the mark—driving up costs.
Use Trust Signals: Include snippets from customer reviews, product ratings, or expert shout-outs in your copy. People want proof that others have seen real value, and showing this builds trust and confidence in your offer.
Upgrade Your Call-to-Action: Skip the generic CTAs like “Learn More.” Instead, go for something specific that matches the offer, like “See How It Works” or “Grab Your Free Sample.”
Example: Swap out “Shop Now” for something more enticing, like “Discover the Difference in Just One Use.” It’s clearer and piques curiosity, leading to higher-quality clicks.
Final Words
Your ad copy isn’t just filler text—it plays a huge role in how well your ads perform. If you’re scratching your head over rising CPCs, it might be your copy that’s causing the problem.
As you implement the tips in this article, you’ll see those CPCs start to drop and get more out of your ad spend. You’re welcome!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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