po polsku
illustration: DALL-EThe rise in costs is not a temporary anomaly but a long-term trend affecting companies’ marketing strategies worldwide. Several key factors drive the dynamic increase in click prices:
- Increased competition. Digital transformation, accelerated by the pandemic, brought thousands of new advertisers into Google Ads. More firms compete for the same users, driving up auction prices.
- Fewer clicks. Users click ads less often, especially when answers appear directly in search results. The introduction of generative AI in search has further reduced click availability.
- Automation and lack of transparency. The growing role of tools like Performance Max means systems set bids automatically, often raising them in pursuit of predicted conversions. Advertisers lose control over how budgets are used.
How to optimise advertising campaigns?
In response to changing conditions, optimisation efforts are expanding beyond campaigns to the whole customer acquisition process:
- Broader data perspective. Instead of focusing only on CPC, analyse metrics such as cost per lead (CPL), conversion rate (CR), lifetime value (LTV), or return on ad spend (ROAS).
- Raising campaign quality. Better keyword matching, more effective ad copy, and fast, intuitive landing pages help improve quality scores and reduce costs.
- Diversifying marketing channels. Investing in SEO, social media, email marketing, or partnerships reduces reliance on a single advertising ecosystem.
- Using first-party data. Data directly from customers is key for effective remarketing and personalised messaging strategies.
- The rise in CPC in Google Ads is not just about higher costs, but about decreasing control over how these costs arise. Automation, like Performance Max, works as a black box today. We do not know why a specific click cost what it did - says Borys Marushchak, performance marketing manager at Harbingers. - This forces us to think beyond campaign settings. True optimisation now starts on the landing page, in the purchasing process, and in customer service. Focusing on lifetime value (LTV), not just ROAS, is the only way to remain profitable in today’s ecosystem.
Rising Google Ads costs are now part of the changing digital advertising market. Instead of competing only on bids, focus on strategic adaptation, full sales funnel optimisation, better data use, and building long-term customer value. In today’s reality, quality and flexibility, not budget, determine competitive advantage.
source: Harbingers/Biuroprasowe.pl
COMMERCIAL BREAK
New articles in section Marketing and PR
Connected TV and borderless advertising. The ID5 report
KFi
Viewers are moving away from cable TV. And they are doing it en masse. Already 86% of Europeans watch content via Connected TV and global ad spend in this segment is set to double by 2028. The industry is undergoing a communication revolution.
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
See articles on a similar topic:
Email Marketing Done Right. How to Avoid Ending Up in SPAM
BARD
One in three Poles receives between 10 and 20 promotional emails daily, and more than half receive at least 10, according to a study by Redlink. For an email to stand out among the competition and be read by the recipient, three key factors are essential, capturing the most attention from recipients.
Dietary Supplements. How to Distinguish Information from Marketing
Ewa Zygadło-Kozaczuk
Where can you find reliable information about dietary supplements, and how can you distinguish factual information from advertising? The answer is not straightforward. In fact, additional doubts arise.
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
