When you are managing paid campaigns, there are moments where you have to make quick decisions based on your campaigns’ objectives, budget, and target cost per conversion or cost per acquisition (CPA). However, in order to be effective, it is important to take all factors into account and then take action. In this article, we have shared some simple filters which can be used to reduce cost per conversion by reducing the max cost per click (CPC) of your keywords in Google AdWords that increase your sales and revenue.

Campaign Goals

  1. Is it to reduce cost per conversion?
  2. Is it to keep your position between 1-2 for brand keywords?
  3. Is it to spend more on converting keywords?
  4. Is it to reduce cost per click?

In this post, I’ll be sharing a set of Google Adwords filters that can be used to increase the return on investment (ROI) on your Google AdWords Search campaigns.

To do this, find out the keywords that are consuming the campaign budget but not getting any conversions. To identify this, use the following filter and then label them.

  1. Conversions = 0
  2. Clicks >= 10 or {30% of daily clicks}

Using this filter, you will see the keywords that are only getting clicks, but no conversion. label them as “Bad Keywords”.



Remember, if your objective is branding, then these keywords would be great for generating traffic to your site. However, if the goal is to reduce the cost per conversion, you will need to pause these keywords.

Identify Keywords with Highest Conversions

The second step would be to identify the keywords with the highest number of conversions and optimize their bids to spend the maximum return on them.

To find those keywords, apply the following filter:

  1. Conversions > 10 Or {10% of your daily conversions}

Now, label these keywords as “Good/Imp” or “High Conv”.

Since these keywords are responsible for bringing the maximum number of conversions, make sure their bids are competitive enough to show your Ad copy in the top positions of SERPs.

Once you see these keywords, apply these criteria to the same filter.

  1. Max CPC < Top page bids
  2. Average Position worse than 2



Now, select the new set of keywords and edit their bids using the “Raise to top page bids” option. Please note if your history shows that you do not perform in the top ranks, then increasing bids would not be a good idea.

To save some money on keywords you need a good quality score.

Apply the following filter:

  1. Quality Score >= 7 or 8
  2. Max CPC Bid > Top page bids
  3. Average position better than 2

Select the keywords and reduce the bids to the actual top page bids. You can find the actual required top page bids by adding a top page bid column to your table. Doing this will reduce the extra bid amount from the keywords to reduce the overall cost per click.

Note: Do not forget to select the keywords and label them as “High QS”.

Label Your Keywords

Using Labels for Ad groups, keywords, and campaigns makes them look different from each other. This will help increase the visibility of the data in your report. Here are some examples of different labels that can be used to optimize a set of keywords.

For “performing keywords”  use labels such as “Fav”, “Imp”, “Most Conv”, “High QS & Conv”, etc. For non-performing keywords, label them as “Bad Keywords, “Low QS & Conv”, etc. name them as you see fit, but the goal is to separate them from the rest of the data.

Reduce MAX CPC

Using filters based on your strategy can help cut the cost for non-performing keywords and invest more in performing keywords.  This will help maximize your budget to meet the goals of your business.

We hope you found this article useful. To know more about how we can help you get more conversions, please contact our paid search experts. We would be happy to provide a free consultation.