In terms of paid searches, the click-through-rate (or CTR) is one of the most important metrics you can measure. This is simply because the click-through-rate is essentially the rate at which your ads are attracting clicks. It is measured as a percentage from the amount of impressions your ads receive. Therefore, the higher your CTR percentage, the more effective and successful your ad is which should inevitably lead to a higher rate of conversion.
Due to the high correlation between a high CTR percentage and high conversion rates, it is important to convert as many impressions to clicks as possible. In this post, I will explain a handful of techniques to ensure your click-through-rates are as high as they can be to improve the success of your ad.
Whenever your advert appears in the top two positions on google, you have an opportunity to benefit from sitelinks. A sitelink is an extra line of text at the bottom of your ad which is linked to a specific page on your website.
You can display from one to four site links at one time on an advert. However, there’s no need to worry even if you have more than four pages to link to, this is because you can create as many sitelinks as you like and Google will decide which links are best to display depending on the search.
Many Google ads still do not utilise the sitelink extension even though it can bring nothing but benefits to your ad. By having sitelinks, you have a much higher chance of attracting the right consumers to your site. If the title isn’t enough, the sitelinks should further indicate what users can find on your site making it more likely for them to click if they like what they see.
In recent years, Google introduced the option to add a description to your sitelinks. This is a relatively new feature, so not many advertisers use them. By adding a description, you can write two lines of text underneath each one of your sitelinks. By using this feature your ad will take up a lot more of the page space which will stand out more as well as push other adverts down the page.
Call extensions are very similar to sitelinks; they make it easier for users to contact you on any queries they may have. For businesses where calls from customers are very common (such as a taxi service or other service providers) this is an ideal extension.
The great thing about the call extension is that it’s one of the quickest ways to produce a conversion. Before even viewing your website, the user has the opportunity to call up and convert straight from the ad. Moreover, the call extension can be used on mobile and on desktops – the obvious phone call from your phone or the use of software such as skype on your computer.
Google also offers a feature which allows you to create a Google forwarding phone number. This will allow you to track how many calls you receive each week and how long they last. By using this feature, a phone call can then be tracked as a conversion in your AdWords if the call lasts longer than the duration you specify.
The keywords in your ad groups are one of the most important aspects of your adverts. Without the correct keywords, you will receive a lot of impressions from the wrong users which will inevitably result in many futile clicks that turn into nothing.
To improve your click-through-rate you will need a tightly themed group of keywords that directly relate to your ad. You should have a limited number of keywords that are tightly targeted to make sure your ad is as focused as possible.
For example, if your business provides phone repairs, you may think these keywords would attract the right kind of traffic:
Initially, these keywords look about right. However, they forget about the actual intent of the user.
The keyword, “phone repair” could be searched by a user to find a phone repair company, but the user could alternatively be searching for a way to repair their phone themselves. Similarly, “cracked screen” could be relevant to your service, but it could easily be concerning another device in need of repair which you do not cater for.
Fixing this problem, and resultantly improving your ad’s CTR, is simple. Ensure your keywords are as relevant as possible; instead of “phone repair” use “professional phone repair”, instead of “broken phone” use “broken phone repairer”, and so on. In addition, more restricted match types will further improve the specificity of your keywords so your ads will only pop up from the right searches.
When used correctly, negative keywords can save your AdWords account hundreds of pounds and increase click-through-rates. In a nutshell, your AdWords will not show your ad for any searches including the negative keywords added to that specific ad.
For example, if you are a wooden furniture company you do not sell plastic furniture, so to prevent your ad appearing for plastic furniture searches, simply add “plastic” as one of the negative keywords.
Many advertisers do not use negative keywords as they are hesitant about using it incorrectly. By adding the wrong negative keywords, you can potentially lose business from preventing a user that could be interested in your project from seeing your ad. However, using it correctly will specifically target the perfect customers for your ad which should improve CTR and ultimately increase the chances of a conversion.