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Increase Your Google Ads Click Through Rates

Increase Your Google Ads Click Through Rates

One metric that all advertisers ought to consider working with is the CTR (Click Through Rate) of their AdWords advertisements. While it is still fine if you do not consider it an important performance indicator, it can help you know whether the strategies you have employed in your campaign are working.

It provides insight into whether the campaign optimization strategies in use are heading in the right direction. The following are ways to increase your Google Ads CTR:

1. Do Not Use Broad Match Keywords

Using a broad match keyword often triggers numerous search terms, which may not have been your intention. As such, the relevance of the ads to the search terms used by the user will suffer more when you use these terms.

When this happens, the first metric that will be impacted will be the CTR. The best approach would be to strike a balance between target potential and the relevance of each keyword. Consider using a combination of an extra match and a phrase.

Alternatively, opt for an exact keyword match with a modified broad. The two approaches will help you to write extra targeted copies, remain relevant, as well as get to save on irrelevant clicks.

2. Employ Creativity When Drafting Your Ad Copy

Technical aspects aside, you need to employ creativity with each ad copy being created. Go through the ad copies released by your competitors and look for ways to communicate the same message, but in a more creative manner.

Try and think beyond the keywords. Your focus should be on targeting the intent of your searchers’ as opposed to targeting the search terms they are using. Targeting intent makes it easier to come up with better writing ideas.

3. Use Keywords in All Your Ad Texts

You increase the likelihood of ad contents being clicked by users when they possess prominent keywords. It is relevant as it is meant to reflect what people are searching for online.

But this is not to mean that you should stuff keywords in all ad copies. Stuffing or overusing keywords makes the ad appear superfluous which in turn negatively affects the CTR.

Where possible, use the keyword once in your description text and once in the headline. If it is not possible for you to use the keyword in both locations, consider using its synonyms.

4. Try Bidding Higher to Improve the Position of Your Ads
Keep in mind that any tip that can help you improve your ad position may also be in use by your competitors. As such, if the competition is using the same tips that you are using, it may prove challenging to improve your CTR.

But this is not to say that it is impossible to achieve this fete. You could consider increasing your total number of bids. Increasing the number of bids will immediately increase the CTR, and the position of your ad will also start to improve.

The downside to this move is that it is likely to increase your costs significantly.

5. Use Keywords in Display URL
The CTR will dramatically improve when the ads manage to convince users that your landing pages are relevant to what they need.

Why you ask? Well, it all comes down to the psychology of the search. Using the keyword in a display URL helps convince users that the landing page where this ad will lead them to is important and relevant to their search criteria.
6. Utilize Countdowns When You Can

AdWords users are allowed to use countdown times in their ad copies. If you think or believe that the timer may work for you, then go ahead and deploy it. It has been proven to assist in improving the Click Through Rate.

7. Use Number or Symbols in Ad Headlines

Using numbers of symbols in a text copy provides your ad with a differential advantage over the others. Symbols and numbers attract the attention of the user more quickly than pure text helping enhance the CTR.

8. Check Your Performance on Search Partners

Your ads will be triggered by the partner sites by default if you have not chosen to opt out of this service. The websites will typically garner fewer clicks and lesser impressions thereby negatively affecting your CTR.

But this is not always the case. There are rare instances where the search partners perform better in certain campaigns. Therefore, before you make the decision to opt out, check with the partner sites to confirm.

9. Use Device Modifiers

You may notice that there are times when your ads seem to get more exposure on mobile phones as compared to computers. The reason for this is that there could be more search volumes in handheld devices than on computers.

Nonetheless, this is not an indication that the mobile devices will end up giving you better CTR than desktop computers. The use of device modifiers will provide you with more control and will help you make adjustments to the bids based on how they are performing.

Use the modifiers to control how your ads will get triggered in various internet-enabled devices.

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Vanessa Simms
Vanessa writes on a range of subjects for the Search South blog, but has a strong focus on her core interest area of Google AdWords management best practices.