How to improve the CTR in Google Ads ?
CTR in Google Ads
Click-through rate, or CTR, is hugely important for advertisers. In most PPC platforms, including Google Ads (formerly known as Google AdWords) and Bing Ads, your CTR helps determine both your ad rank and your cost per click. The higher your CTR in Google Ads, the better your ranking and the lower your costs.
Click-through rate is the percentage of total ad views that result in clicks, and it is one of the key factors in Google’s Quality Score formula. Google uses Quality Score to determine both your ad position and actual cost per click.
Why Is CTR Important in Google Ads?
When CTR increases, web traffic increases, which can lead to a higher number of conversions. It is important, then, that you have quality ads that attract the user’s attention. High CTRs lead to Google considering the ad as relevant to users and as a result, you will have a cheaper CPC or Cost Per Click.
All this, in turn, influences SEO positioning. The more visits a digital web page receives, the better position it will have on Google.
Practical tips to improve the Google Ads Click-through-rate (CTR) :
Use Ad Extensions
Make full use of the ad real estate. With ad extensions, you can showcase additional information, features, services, contact details or specific links to specific pages in your marketing website.
Ad extensions are free to add. Google Search network offers a number of ad extensions ranging from reviews, price extensions, contact details.
Sitelink ad extensions
If you want to take people to specific pages on your website- then sitelinks are the answer.
Whether it’s the contact us page or specific products or digital services, sitelink ad extensions further help in getting a potential customer take specific action.
Google ads allows up to 4 sitelink extensions to be shown in your digital ad, though you can create more and the algorithm chooses up to 4 to show.
Use Dynamic Keywords Insertion In Ad Text & Keywords in Display URL
Using keywords in headlines, descriptions or display URL is a sure-shot way to improve Quality Score. And a good Quality Score means more chances of the algorithm triggering your ads for relevant searches.
According to Google; ” Keyword insertion can help improve your ads’ relevance to potential customers by automatically updating your ads with the keywords in your ad group that caused your ads to show.”
Know Your Audience and Get Creative With Your Ad Copy
This might seem like a no brainer and yet is most under-utilized. Do your research and check out what your competition is saying in their ads. Make sure your ads carry your brand’s tone of voice that’ll resonate with your target audience.
Bid Higher
Maybe, you’ve tried all the techniques and hacks and still, your CTR is low. Check your Search Impression share, your ads page position. If you’re not showing in the top 3 results on page 1, you’re pretty much losing to marketing competition. Increasing your bids can help get your ads a better position, therefore better Impressions and Clicks. An improved ad position will lead to an improved CTR. But this might also lead to an increase in cost.