Preventing your ads from showing for words jamaica phone number library that aren't valid or in locations you don't serve will help significantly reduce your number of impressions.
How Do Impressions Affect Costs in Google Ads?
As I wrote in a previous article about how to increase your click-through rate, CTR is determined by the number of clicks over the number of impressions you receive for your ad.
A high Quality Score can cause your ads to appear higher than competitors who bid higher but have lower scores. This is because Google favors ads that get clicked more than competitors who may bid higher but don't get clicked. Even if you don't get more clicks, just having fewer impressions will lower your click-through rate.
In most cases, this is because your ads are appearing on mobile apps or high-traffic sites that are not relevant to your business.
Look at your placement reports and see where your ads are appearing. If they are prank sites or sites dedicated to different emojis or similar nonsense, block those placements. This will reduce a lot of impressions and generally wasted spend.
Google used to offer a simple solution to block all mobile apps, but it’s likely that this also affected their update bottom line when they changed it. You can block a number of mobile apps by going to Placements and clicking on Exclusions. Then, click on the pencil icon on the next page. This will result in a list of sites that you’ve excluded, but it will also list 141 different categories of apps that will be blocked. By checking each box, you’ll remove a lot of mobile apps from the Apple Store and Google Play.
Unfortunately, this still doesn't block all mobile apps.
