Clickthrough Rate (CTR) is a very important factor for any AdWords (PPC) campaign. CTR is defined as the number of clicks your ad receives divided by the number of times your ad is shown. Our clicks define the performance of our ads & tell us what works and what doesn’t right away. We should write three to four ads at a time to see the best performing ad which actually brings us the best results.
To increase the clicks (Quality & Relevant clicks) we should take care of the Ads quality, keywords & keywords matching options.
Here we are discussing some tried-and-true tricks (referred by Google itself) to make the Ad Text accurate & more appealing:
• Ad should be To the Point. Include the most relevant information about your business first. Make it concise, and encourage the user to take action.
• Include most relevant & best performing keywords in your ad headline, since that’s what people are looking for. It makes your ad seem more relevant. It will also bold your keywords in Ad text for the relevant search query.
• The best headlines are directly related to the keywords being searched. That makes your ad seem especially relevant to the searcher’s interests.
• Ad should have Call to Action points, like “Buy Now”, “Order Today”, “Online Shop Now”, “Join Now” etc. so that people should know what to expect when they click through.
• Ad description has to convey both the benefits of your product or service and the call to action. Keep everything relevant, short & simple as you can.
• Include prices and promotions. The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
• Choose a Destination URL that promotes the exact product or service your audience is searching for, rather than your usual homepage. Home page is a general page which actually represents your business. For example: if you are dealing in Golf products for 10 different brands but promoting only one brand say “Callaway Golf “ products then it is advisable to use the Callaway product related URL instead of Home page with all product range.
• Don’t forget to Target Your Ads. Take care of language & location targeting to reach your most targeted visitors. Targeting your ad helps eliminate unwanted clicks and gets your ad to the right audience.
• The best way to get your ad closer to the top of the search results is to be more relevant than everybody else. Relevancy of keywords & Ad text will help to increase the Quality Score also.
• Always write clear & compelling Ad text.
• Avoid using company name in Ad text unless you’re advertising an established company with a compelling brand that can distinguish your ad from others. Instead try to use the space in writing appealing & relevant ad.
• Take users to the most relevant landing page of your site.
• Try to Use keyword variations (such as synonyms or alternate spellings).
Technically, your ad position is determined by multiplying the matched keyword’s Quality Score by its maximum cost-per-click (This formula is called Ad Rank). Google reward more relevant keywords and ads by lowering the minimum cost-per-click you need to bid. The best way to improve your ad position without raising your cost is to have the most relevant ad text and keywords possible.
I am sure all these techniques will help to get more clicks that too from relevant/ targeted visitor segments.
Thanks for reading!!
Tags: Ads for high quality score, Adwords Ads, Best Ads, Clickthrough Rate, Google Ads, PPC ADs
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