Have you ever wondered for an advertiser, wherein the competition is so steep to be on top of the search engine page results what does a lower click-through-rate implies?

Simple and straight – lesser traffic, leads, or sales.

Undoubtedly, a higher Clickthrough Rate (CTR) has many advantages: an increase in website traffic, higher conversion rate, better quality score,, and lower cost-per-click (CPC).

What else can a business want?

It means if the CTR is high, business performance is good and on the other hand it is a matter of concern if the CTR rate is low.

So how do businesses improve their campaigns’ click-through rate when they have limited budgets on Google Ads?

Let us explore what is CTR and different ways to improve it.

What is Clickthrough Rate (CTR)

A click-through rate is defined as the ratio that showcases how often your ppc ad viewers end up clicking it. CTR can be used as a tool to gauge how well your keywords and ads are performing.

In simple terms, CTR is the number of clicks that your ad receives divided by the number of times your ad is displayed. The formula would be:

Clicks ÷ Impressions = CTR

For example, if you had 10 clicks and 100 impressions, then the CTR would be 10%.

So, what is a good CTR for Google Ads?

Usually, Click-through rates differ from one campaign to another, but on average, the 4%-5% range is considered to be good.

And above 10% is great. It means your strategies/approach are bang on. Do more of it.

Sometimes you can even find CTRs over 50%, but it is very rare. It happens generally for branded campaigns.

13 Practical Ways to Enhance Click-through Rate (CTR) in Google Ads

As you are aware of how click-through rate impacts your Google Ads performance and how critical it is to have a good click-through rate, we can discuss how to accomplish one. 

We have narrowed down a few of the actionable approaches that will help you to understand and increase the CTR.

1. Target Relevant Keywords

For startups or small businesses, it is vital to target the right keywords. There are three types of keywords to focus on for higher click-through rates:

• Commercial intent keywords: These keywords are for the people who have an intent to purchase. Avoid using informational keywords as it results in lower CTR.
• Branded keywords: These keywords do not limit opportunity just to your brand. They target the partner and competitor brands, or other brands your target market may look for in a purchase mindset.
• Local keywords: The local keywords tend to get high CTRs because local searchers usually have a high commercial intent.

2. Use Negative Keywords

Leveraging negative keywords keeps a check on your click-through rates. Negative keywords are those you would not prefer Google to show your ad for. Negative keywords restrict a person from clicking your ad. They are not sure about going ahead with a purchase decision.

3. Narrow your Target Audience 

For businesses that do not run search or keyword-targeted ads, they need to check their audience targeting. By narrowing your audience down to more specific criteria, you can cater your ad copy more and accelerate your click-through rate.

Here is how to enhance Google Ads CTR with ad copy.

Low click-through rates could be because you’re bidding on the wrong keywords. But in most cases, you can increase CTR, conversion volume, and ROI by simply writing compelling ad copy.

4. Keep it Simple & Readable

Understand that no ads are in full, especially online ads. The best practice is to keep your ads simple so they can communicate an effective message at a glance. 

Pro Tips:

• Try including the focus keyword in the headline and description, but don’t repeat it.
• Never use the full character count if it is not needed. 
• Avoid complicating your ads with abbreviations that are not intuitive.
• Always you simple language that reads easily.

5. Rightfully Place a Compelling CTA

Rightly conveying to the users you have exactly what they are looking for and that is better than your competitors will certainly appeal to them. 

However, having an exciting CTA will invite your ad viewers to take the desired action. For eg – “Buy now” or “Download today”. CTAs are usually one or two words but it’s a micro-push that can make all the difference.

6. Add a Special Offer to your Headline

Who does not like special offers, promotional discounts, or free shipping? 

Businesses can include the offers in the Pay Per Click (PPC) headlines not just limit to adding in the description. 

Adding the headline can be a great benefit because of the following reasons:

• A headline is the first thing searchers read most of the time. 
• The numbers in headlines always tend to perform well, Words like “free” click users and push them to act.

7. Include the Focus Keyword in the Display Path

Google Ads display paths appear just after the slash of your destination URL. It entirely depends upon your requirements. 

Businesses can use it and consider it as a part of their ad copy and use it to include your keyword. Those display paths can indicate the value or reassure the viewers that you have what they seek.

8. Design Emotional Ads

Playing the emotional card always helps. An emotional ad copy is a must-have for increasing your click-through rate. 

Follow the secrets while using an emotional ad copy:

• Keep the emotional ad copy subtle. 
• Avoid using all caps, hyperbolic words, or exclamation points. 

For example – The two ads below are in context to public speaking coaches a solid ad copy.

• The first ad uses terms like “best public speaking coach,” “level up your public speaking skills,” and “tailored”. That’s pretty good.
• The second ad focuses on using emotional words and phrases, like “Speak more confidently,” “Boost your career,” “Live your best life,” and “Unlock your potential.”

9. Follow Dynamic Keyword Insertion

When you follow dynamic keyword insertion (DKI), Google will automatically insert the keyword that triggered your ad into your ad copy or headline. 

You need to make sure that the insertion of dynamic keywords should not be overused. Usually, the ads with DKI have a higher relative frequency than those without. It means DKI should be part of your toolbox as it tends to produce higher early returns. 

Note: It is fruitful but only to a certain extent hence should not be relied on much.

10. Leverage Ad Extensions but don’t rely on ad extensions

Using Google Ads extensions can be a great way to improve CTR. Your ad copy takes up more space on the SERP by using ad extensions and offers a more clickable appeal. 

Research says that using site link extensions did slightly better than those that did not. Ad extensions do not accelerate the CTR by 2x or 3x but certainly, the ad copy becomes exciting.

However, just like DKI, use ad extensions judiciously but do not rely completely on them.

11. Write Compelling Ad Copy

Remember that the key to a great CTR is to create an appealing ad copy. Your ad copy should be very relevant to each specific search query. 

So, how do you write a good ad copy? 

Pro Tips

• Use the headlines for the most important information
• Keep your ad copy relevant to your specific search query.
• Exhibit your unique selling point and what makes you stand out. Ensure to add all relevant business information in your ad copy.
• Include a clear Call To Action (CTA) and use countdown timers to trigger loss aversions.

12. A/B Test Google Ads Variations

Another way of improving the CTR is by actively A/B testing different ad copies. It will help you to identify the ads to focus on and which to pause.

Google Ads campaign experiments are available for search and display network campaigns only. You can schedule a maximum of five experiments but run one at a time.

CTR is one of the key metrics to determine the best ad performance. Always weigh the CTR with the impressions and clicks volume. 

Note: CTR of 100% out of 1 impression, doesn’t make that ad the best.

13. Test more ads

Every time you create an ad copy, try to use a different copy to have more chances to handle each user query. Then they will be tested against each other by the Google rotation system. Responsive search ads improve CTR with ad copy testing by mixing and matching headlines and descriptions. Google’s system chooses those that are the best fit for the user query.

Wrapping Up:

If you are among those who want to improve the quality of your Google Ads campaigns there are several elements that you have to take into consideration. And you will come to know more about it from Nucleo Analytics, the number one digital marketing agency.

We have an in-house team of experienced digital marketers who will comprehensively explain how CTR can be improved by writing good ads, with compelling ad copy. You will know why is it vital to create variations of ad copy and ad types to allow you to test the best-performing ads. We will explain how Google Ad Variations can be utilized to perform more scientific comparison testing. The digital marketing team will also share tips to make your ads as close to the search query and provide relevant details. Know how to use site extensions and include as many details as possible, including product prices or features. 

We are just a call away! Connect with us at +91- 959-209-7054 to book an appointment. Visit www.nucleoanalytics.com to learn more about our services.