How will you Increase the CTR?

Digital Marketing
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Improving Google Ads Click Thru Rate (CTR) sounds easy, doesn’t it? Just write your adverts, add some keywords, enter your card details and watch the sales and enquiries start flowing in, right? Well not exactly, as there is a little more to it than that especially now with Google’s recent changes and the rise of mobile traffic. Gone are those days of throwing money at it and seeing what sticks.

If you don’t structure your Google Ads account well enough or manage it effectively, the click through rates of your adverts could be low and you’re basically giving your competition a helping hand by increasing their ads CTR. .

Improve your Quality Score

[Quality Scoreis a metric tracked in Google Ads that gives each keyword in your account a score from 0 to 10. It’s a measure of the relevance and quality of your advertising. the likelihood that Google predicts someone will click on your ad, and an assessment of the experience the user will have if they click through to your site.

Use the best ad extensions

Currently there are around 10 types of ad extensions. Usually not all of them are applicable to every campaign you’ll run, however if you’re not taking advantage of all the different extensions then you’re missing out. Using the full range of extensions increases the size of your ads and makes them appear more relevant, which you’ve guessed it, improves the click through rate.There are other benefits as well,

Utilise smart bidding strategies

With the rise of automation, Google Ads really has stepped up it’s game with smart bidding strategies.

The beauty of smart bidding is that Google will automate when your ads appear, with a view to only entering your ad in auctions where you are more likely to get a click

By entering more precise, more targeted auctions, you will get a higher click through rate.

Gone are the days of automated bidding meaning manual with enhanced CPC.

est different ad types

You don’t have to stick to just expanded ad types anymore. [Responsive text ads have been shown to increase click through rates. They have the added advantage of being able to use more than just the 3 headline fields and the 2 description fields in expanded search ads. This increases your chances of showing a more relevant ad for a relevant search.

Write compelling ad copy

You should be writing compelling ad copy that stands out from your competitor’s adverts. If your ad copy is interchangeable with your competition then your CTR is likely to suffer.

Try to highlight your unique selling points, why should people click your ad and not your competitors? What do you offer that the others don’t? Keep these USP’s in mind when you’re writing your adverts.

Create tightly themed keyword groups

All the options in the Google Ads interface are designed to encourage you to add multiple keywords into your account and into your Ad Groups. The problem with this is that having lot of keywords in one single AdGroup impacts on the relationship between advert text and keywords in each ad group.

Split test advert copy

Google Ads gives you the tools you need to [run experiments in your campaigns. One type of experiment is a split test, where you create different variations of your ad copy.

When it comes to split testing your adverts you should be trying to do this with 2 or 3 ads in each ad group.

Highlight pricing in ad copy

So this one is mainly for ecommerce websites and yes it’s true that you have ad extensions to do this but adding the price of a product in the advert copy can often improve CTR.

Especially if your price is lower than that of your competition and this is immediately evident when someone sees yours and their ads side by side.

Use remarketing audiences

A [remarketing campaign enables you to serve perfect ads tailored to specific users. For example, you could choose to serve a specific ad to a visitor who has looked at a particular product or service on your website.

You can choose to target visitors who are already familiar with your brand, or you can create specific ads to upsell more products to existing customers.

If they know you, then they are more likely to click on your ad.