Some campaigns provided by Google

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aim for objectives other than clicks and conversions, such as: increasing visibility and brand awareness, improving brand reputation. These campaigns generally have lower CPCs, since it is assumed that users who click are of lower quality than those who come from Search Network campaigns. The latter, in fact, are reached exactly when they are looking for your product or service, and therefore are more likely to click and convert.

In this case, we are talking about Display and Video campaigns , which should always be considered within a complete Google Ads strategy .

Techniques to Reduce Google Ads CPCs
There are some precautions to put into business phone number database practice to lower the outlay relative to the average CPC of Google Ads. In particular, it is possible to:

Choose keywords carefully , opting for both the volume and the search intent you intend to respond to, avoiding excluding the most expensive ones (but excellent for conversions). A useful trick: evaluate both low-cost keywords and high-performance keywords, even long-tail ones.
Segment the audience and geolocalize , to maximize the relevance of the ad and address a target interested in your business (setting parameters such as: gender, age, interests, behavior and geographic location).
Experiment with negative match strategies to further segment searches, appearing only for the most relevant ones and consequently increasing the quality score
If you want to know more about pricing and advertising campaigns, you can read more here:
How much does Google Ads cost?

Why You Need an Agency to Optimize Your Google Ads CPC (and Achieve Your Goals)!
As we have shown you, CPC has variable costs. But to grow, make yourself known to a new audience (and sell or generate leads ) you must continue to invest . By stepping aside, avoiding the purchase of keywords that identify your brand, you could do a favor to your competitors (who are willing, instead, to pay the amount that you have given up).