improve your google ads ctr

Written by 2:44 pm Google Ads

7 Simple Ways To Boost Your Google Ads CTR

Here are 7 easy ways that you can improve your CTR on your Google Ads account, all of them you can implement today and start to see results.

July 18th 2020

Improving your click-through-rate on your Google Ads campaign can drastically improve your keyword quality score thus decreasing your costs over time. Here are some simple tips to get started right away.

1. Improve Your Relevancy

This is a pretty basic but fundamental concept in search advertising, put simply, the more your ad resembles the search term in question, the more likely users are to click on the ad. The easiest way to do this is to add the keyword you are targeting in the ad copy headline. You would think this would be easy wouldn’t you, but a lot of advertisers don’t seem to believe so! This all comes back down to structuring your Google Ads account so that it’s set up for success, tightly knit ad groups, small keyword groups and relevant copy and landing pages.

2. Dynamic Keyword Insertion

This is a pretty cool feature that has enabled lots of advertisers to achieve insane click-through rates without having to build lots of different ads. The idea is that the exact search query appears in the headline of your ad and is made for broad match targeting where the search terms can include close variants or phrases around the target keyword. So how does it work? Well, when you’re writing ad copy, start by entering an opening bracket (the curly one, not the square one), then you’ll be given an option to click on ‘keyword insertion’, ‘countdown’ or ‘location’, select the first one and a pop-up area will give you a guide to set this up, with the option to select some default text and whether to display the keyword in sentence case, title case or lower case letters. Within the ad copy, this will be displayed as {keyword:Your Default Copy}, do not be alarmed this is basically saying, the headline will try to fit in the search query, if the number of characters allows for it, if it doesn’t, then we will revert back to your default copy.

3. Introduce deals, incentives or unique selling points

One of the most obvious things ever right! Think about it though, when you search for a product, you want to know what is in it for me, what are you going to tell me in those 30 or 90 characters that is going to make me want to click on that ad? ​

4. Single Keyword Ad Groups (SKAG’s)

Exactly what it says on the tin, create an ad group with your top performing keyword, or the most relevant keyword to your business. It might take a bit of time and data to understand what these keywords are, but once you’ve identified them, structuring them in separate ad groups will subsequently help CTR, quality score, and conversion rate.​

5. Try a maximise clicks strategy

If you aren’t already experimenting with an automated bidding strategy, maximise clicks would be a good place to start. Set up an experiment to see whether maximise clicks improves your CTR over a CPC based bidding strategy.

6. Use audience data to upweight

It’s always a good idea to leverage Google’s own data to your advantage and by selecting audiences to observe within campaigns, will allow you to gather important insights into what general interests your visitors have, from there you can make important bid adjustments, so that those users get more air time for your ads. You can add audiences into a campaign for observation by selecting it from the menu items on the left side when viewing a campaign

7. Up-weight in best performing locations

As with audiences, making sure you are being granular with your locations is key to improving CTR. If you haven’t already broken out your locations then use the geographical data report to start targeting regions and upweighting where you see success. Additionally, downweighting or even pausing poor performing locations, can help to put more budget into those areas that perform particularly well.

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