Ranking well in Adwords and maintaining a high Quality Score has become an increasingly difficult task for many pay-per-click advertisers. One major component in factoring Quality Score is your ad’s click-through-rate or a metric that judges its ability to generate a high number of click-throughs relative to the number of impressions incurred.
There are a number of simple action items that can significantly increase your click-through-rate or "CTR" over time. I've compiled a list of the top things to consider when trying to increase CTR for your ads.
1) Use Campaign Keywords in Ad copy
Including campaign keywords in your title and/or in a description line can significantly increase your CTR. When keywords are present in ad copy, Google will bold the keywords. This in turn increases the perception of the ad’s relevance to the keyword searched and helps attract the user’s attention. Clickable's ActEngine offers users recommendations to include campaign keywords in their ad copy when there is opportunity to do so.
2) Use a Price and Call to Action in Your Ad Copy
Including a price will help filter window shoppers vs. searchers more likely to make a purchase. Also, the use of a call to action such as, "Buy Now" or "Call Today" can help draw a searcher’s attention.
3) Use Keywords in Your Display URL
For some advertisers this is not an issue, for example I sell "blue widgets" and my domain is www.bluewidgets.com - the domain is already keyword rich. If your domain is more generic or you are bidding on a wide variety of keyword phrases consider the following: add a "/keyword" at the end of your domain (example - acme.com/blue_widgets)
4) Use Attention Grabbing Keywords in Your Ad Copy
Have you ever stood in the grocery line and quickly glanced over the magazine rack? Searchers scan over ads in a similar fashion and the use of attention grabbing keywords like "Free", "Outstanding", "Outrageous", and “Limited Time Offer" can help draw in users.
5) Increase Your Ranking by Increasing Your Bids
Many users only pay attention to ads in the top half of the first page. Studies have also shown a precipitous decline in CTR for each incremental position. That said, one of the fastest ways to increase CTR is to increase your bids. Target a position in the top 5, but keep in mind that ultimately you should judge a keyword’s performance on conversion metrics - cost-per-action (CPA) and return-on-investment (ROI) and not solely on CTR.
Disclaimer:
This article has outlined a list of 5 powerful tips that will help any PPC advertiser increase their CTRs. I cannot stress enough that CTR should ideally not be used as an account performance metric on its own. CTR is one piece of the complex PPC puzzle and marketers need to be aware that while driving a high CTR can be beneficial, it is more important to understand that for long-term success you will also need to focus on traffic relevancy and monitoring your CPA/ROI metrics.
Tony, Clickable SEM Guru
Note: Clickable employees volunteer several hours a week to helping other search marketers succeed. "Clickable Gurus" participate in numerous online search communities to provide straightforward answers to numerous questions, and, each week, one of the gurus posts a search marketing tip to the Clickable Blog.
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