Answers
How do I lower my cost per acquisition?
Usually by removing waste rather than by bidding lower — and often by raising AOV instead.
The short answer
Usually by removing waste rather than by bidding lower — and often by raising AOV instead.
In order of how often it works: cut the searches that never convert, fix tracking so the bidding stops chasing phantoms, separate brand so you can see real performance, and improve the landing page the clicks arrive on.
Bidding lower is the last lever, and it often just buys less of everything. Raising average order value does the same arithmetic from the other side and is frequently easier.
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