So, your latest adwords campaign isn’t getting the results you were hoping for? Then it’s time to take steps to increase your click-through-rate (CTR). In this blog, PPC Executive Chloe Prior talks through the top ways to enhance your CTR.
What is Click Through Rate & Why is it an important metric?
Google Adwords allows users to measure many different metrics in order determine the performance of each campaign. One of these key metrics is Click Through Rate (CTR) which is the percentage of total ad views that result in clicks. It is also a key factor in Google’s Quality Score formula as Google uses keyword quality score to determine your ad position & cost per click (CPC). It is important to maintain a good CTR as this will lead to your ads ranking higher and lower costs leading to an efficient campaign.
Countdown timers allow you to let potential customers know about upcoming sales or booking deadlines. Adding this feature to your ads will create a sense of urgency amongst potential customers because they will be able to see a countdown for how long is left in your sale. As they are a dynamic feature, you won’t have to do anything once they have been added to your ads. By creating a sense of urgency you are increasing your chances of improving your Conversion Rate as well as your Click Through Rate.
If you have a sale that will soon be coming to an end then test countdown timers on your ads and compare their performance against your standard text ads.
For more information on how to use countdown timers to increase CTR, check out this blog on how to use dynamic features in Adwords.
Ad extensions give your ads more prominence and get you more clicks and valuable user interactions, such as calls. Ad extensions make your ads more appealing, often at a lower cost per additional click than the cost of moving up a position. It is important to enable each ad extension that makes sense for your business. For example, if you want people to call the business from the ad then it would make sense to include a call extension. If you are an accommodation company then you can add a structured snippet extension to include more information about your featured hotels. Sitelink extensions provide up to four additional clickable elements to your ads and having these extra links to click on can lead to an improved Click Through Rate.
Call To Actions (CTA)
You may be using Call To Actions already in your ad copy without realising the positive impact these can have on the performance of your ads. Call To Actions are phrases that encourage customers to take a certain action. By adding Call To Actions such as ‘Find Out More’ or ‘Book Today’, customers are given a direct action to take after viewing your adverts. By making the next step for the customer clear, a well-placed CTA can be the difference between your ad receiving a click or being ignored.
A/B Ad testing
If you want to know which variations of your ads perform better than others then it is important to carry out A/B Ad Testing. By doing this you can test which headline & description combinations work well together, allowing for a better understanding of which ads have a good CTR and those where improvements could be made.
A/B Ad Testing also allows you to test which CTAs lead to an improved Click Through Rate. For example, if one of your CTA’s is ‘Buy Now’, then you could test ‘Buy Today’ on your ads and this could be a good option if you are also running Countdown Timers. This would contribute towards creating a sense of urgency therefore increasing the chances of an improved CTR.
Main Keyword In Display URL
It is important to include the main target keyword in the display URL as this gives potential customers another signifier that your ad is the most relevant to their search query. If a user is searching for ‘Football Coaching’ and see this term in the display URL then they will know that the ad is relevant and so they are more likely to click on your ad. Whilst this may seem obvious, it is common to see ads that don’t include the main keyword in the display URL.
Looking for more PPC tips? Check out all our Adwords advice here.
Did you know: Cedarwood Digital also offers in-house Adwords training programmes with company Director Amanda Walls. View our full list of training options here.