Beauty & skincare is one of the top categories for global ad spend on digital advertising. We analyzed data from several ads, including CPC and cost per conversion (CPA) data, across multiple verticals to help you understand the most profitable bidding strategies for beauty and skincare products.
Beauty and skincare top global ad spend online
Beauty & skincare is one of the top categories for global ad spend on digital advertising.
It's also a high CPC category, meaning you'll pay more per click than on other types of ads (like those for car insurance). But there are ways to lower costs, improve conversions and ensure your money isn't wasted!
CPC is more than USD 1.69 for beauty & skincare
The average CPC for beauty and skincare is USD 1.68, higher than the average cost-per-click (CPC) for online ads.
Why is this? Beauty and skincare products are lucrative; people spend a lot of money on them! So it makes sense that advertisers would be willing to pay more for clicks from people looking for those types of products.
It also means that you need to work hard to improve your conversion rates to reduce your costs and increase profitability.
What is the Cost Per Click?
Cost Per Click is the amount you pay for every click on your ad. It can be a useful metric to track when managing campaigns.
CPC differs from CPM (Cost Per Mille or Cost Per Thousand) because it refers to how much money you spend per click rather than impressions or views of your ad.
It's also different from ROI (Return On Investment), which measures how profitable an investment has been by comparing its return against its cost
How to reduce CPC and improve ad performance for beauty and skincare
Below are the easiest ways to reduce cost per click (CPC) and improve ad performance for beauty and skincare products.
Use long tail keywords
Long tail keywords are more specific and relevant to your product, so they'll help you reach a more targeted audience. They're also easier to rank for, meaning you can get more traffic at a lower cost than broad-match keywords.
Finally, long tails are great for getting more bang for your buck in paid search campaigns because they aren't nearly as expensive as broad match terms (and often come with less competition).
Use new keyword variations
If you're already paying for keywords that get clicks but not conversions, it's time to try something different.
Look at each keyword variation's competition and conversion rates before deciding which ones are worth keeping around.
You can also use this information to determine which long-tail keywords have higher conversion rates than their shorter counterparts.
Once you've narrowed your list of top-performing long-tail keywords, test some new ones!
Lower your keyword bids
You can lower your CPCs by lowering the amount you bid on keywords. This will help improve your ad relevancy and increase your ads' quality score, further reducing costs.
To do this, you'll want to set up an automated bid strategy for beauty and skincare ads that runs automatically every night at midnight (or whatever time works best for you).
You can set up this strategy through Google Ads' automated rules or third-party tools such as WordStream's AdWords Bid Simulator or AdGrowler's AdWords Editor plugin.
Improve ad relevance
A good ad should reflect your brand, who you're targeting and what you're selling. It's essential to use keywords in ad copy and landing page copy so that users can find you when they search for those terms.
For example, suppose I'm selling beauty products for women over 40. In that case, including "anti-aging" in my ads and landing pages makes sense because people search for anti-aging products online.
Another way to improve relevance is by using a call-to-action (CTA) on the landing page--this could be something simple like "Start Now!" or "Buy Now." You could also include an offer with a limited time, such as "20% off today only," which will encourage more conversions than just having nothing there!
You'll also want clear value proposition statements like: "Get Our Top Selling Anti-Aging Cream Today & See Results In 3 Days!" This helps convince customers why they should buy from you instead of someone else while proving how well our product works! Last, we must have compelling offers such as free shipping across North America & Europe."
Improve your landing page
You can improve your landing page's design by using a good call to action. Ensure it's clear and easy for visitors to understand what they should do next.
Also, make sure that your value proposition is communicated in the headline, sub-headline and description text of your landing page.
Finally, include images or videos on your landing pages if possible--they help increase conversions because they allow users to see what they're getting before clicking through!
Conclusion
In conclusion, beauty and skincare ads are expensive and have a high CPC. But with the right strategy and dedication, you can lower your costs and improve conversions by using long-tail keywords, new keyword variations and bid management tools like Google Optimize. For more ways to improve your ad performance, contact us today for a free consultation.
