If you are running ads on Google, then the click through rate (CTR for short) is one of the most important metrics you should be focusing on.
What is click through rate?
Click through rate is the number of impressions a post or an ad gathered relative to the number of clicks it received.
It’s important to be aware of the click through rate metric especially when running marketing campaigns where you pay for impressions.
How to calculate click through rate?
Multiply the number of clicks by 100 and then divide the intermediate result with the number of impressions. The output will be your average click through rate.
If you are not a big fan of math then use this click through rate calculator for the job.
1. Use as many ad extensions as possible
Every ad should definitely have the Sitelinks ad extension. It’s really important for people to access more than just your landing page.
You can make the sitelinks into separate call to actions that get the person to act right now!
If you have special deals or offer free shipping at your e-commerce store, then make sure you use the Callout extensions to highlight your special offers.
Maybe you have ads for specific products? Then make sure you use the Price extension to show the prices for products that people are looking for.
If your business has a phone and customers often call you, then add the Call ad extension to your ads.
2. Remove keywords with low-quality score
Each keyword in an ad group has its own quality score. Google does not want to serve low quality content to its users, that’s why they measure the quality of every keyword.
Having low-quality keywords in an ad group may decrease click through rate and add to the cost per click for other keywords.
Fortunately, Google makes it really easy for you to find out if your keywords are of high quality. Here’s how you can do it:
Go to your Adwords dashboard and click on the Keywords menu item on the sidebar menu. Then go ahead and click on Search Keywords.
Once there, go ahead and click on Status to sort the keyword table. There you will find all the keywords sorted by their quality. Go ahead and select the low-quality keywords and remove them.
3. Fill in as many headlines and descriptions for responsive search ads
Instead of filling in only 3 or 4 headlines and descriptions for responsive search ads, fill in as many as you can.
Google will go ahead and take into account the search query and select the most relevant headlines and descriptions to display.
Google is also pretty good at this so that’s why you should give it as many options to choose from as possible.
Try to use keywords in both the headlines and descriptions. It can help out a lot with click through rate.
4. Make sure your ads are being seen
It may be possible that your ad is not being displayed on the first page of the search results. That’s why it’s really important that you adjust your bid strategy when needed.
Once you’ve been running your search campaign for a few days go ahead and take a look at your keyword list.
Click on the Max CPC tab to sort your keywords.
All the keywords that are not making it to the first page are highlighted in this table. If there are any keywords that have too low bid, then they will also show up here.
If you want people to click on your ad then they have to see it, that’s why it’s a good idea to match the keyword bid so it will be displayed on the first-page search results.
When to not adjust your bidding strategy?
You should not adjust your bidding strategy if you are not 100% certain that the keyword will pay for itself.
If the cost of customer acquisition gets too high there may be no point in bidding that aggressively on the keyword.
Make sure that the revenue the customer generates will make up for the aggressive keyword bid.
5. Test different ad combinations
Instead of creating just one or two ads go ahead and create as many ads as possible. Don’t create them all at once. Analyze what kind of ads are working and try to mimic the more successful ad copies with different content.
Having more ads will give Google a larger variety of content to display to people who use search keywords you are targeting.
Google is really good at automating the previously mentioned process and displaying the most relevant ads that users are more likely to click on, but for that, they need a lot of content to serve.
Make sure that your ads vary in terms of content, otherwise it won’t help you boost your click through rate.