A Couple Of Secrets For Improving Your AdWords CTR
May 9, 2011 | Adwords Tips And Tricks
Your AdWords CTR is the number of times your ad is clicked on, divided by the number of times your ad is shown (impressions). But, why is this value key to the success of your AdWords advertising and how can it be improved?
People are more likely to click on one of your ads if your keyword and ad relate closely to each other and your business. The CTR of your keywords can therefore be a good pointer to how relevant your keywords and ads are to the people searching for your business.
What Is A Good CTR?
It is not possible to give a broad CTR that every advertiser should be able to achieve. It can vary a lot amongst advertisers and even between keywords.
However, if you want your ads to show as often as possible, it is vital that your keywords get a CTR of at least 0.5%. Any lower, and Google will judge your keyword and ad as irrelevant and start to show it in the search results much less.
Any relevant keyword or ad should be able to achieve a CTR of at least 1%. In fact, Google have been unofficially quoted as stating that a CTR of 2% should be possible as an average for most campaigns.
Why Should You Care About Your AdWords CTR?
Your AdWords CTR can make a very big difference to the success of your campaign.
It can:
· Highlight those keywords and ads that are under performing and are in need of your attention.
· Increase the number of visitors to your website, providing you with more opportunities to make a sale
· Improve your Quality Score lowering your average cost per click.
How To Improve Your Click-Through-Rate
So far, you have learnt how important your CTR is to the success of your AdWords advertising and you now know how important it can be to your campaigns overall success.
However, if your CTR is very poor, how can you improve it?
TIP 1: Target Your Ad Groups
· Avoid general keywords. Instead, focus on targeted keywords that describe your actual products or services.
· Arrange your keywords into tightly related ad groups.
· Create ads for each ad group that are highly targeted towards the keywords within that group.
TIP 2: Write Targeted Headlines
Your headline is the most important part of your ad. It is what people see first and attracts them to your ad. Make it as targeted to your keyword as possible.
TIP 3: Highlight Your USP In Your Descriptions
· Include features in your descriptions that separate you from the crowd, e.g. price, free shipping, money back guarantee, certain product features etc.
TIP 4: Run Display Network Campaigns Separately
The performance of your ads will not affect your Quality Score on the Search Network or in Google Search. It is however, considered good practice to run your Display Network ads in separate campaigns.
Keeping them separate makes evaluating and managing your campaigns a lot easier.
TIP 5: Scheduling
Once your AdWords campaigns have been running for a few weeks, you can use your reports to see at what times of the day your ads are clicked on most often. You can then schedule your ads so they are shown only at these times.
Adrian Key is a professional AdWords consultant and editor of the AdWords Adviser, a blog dedicated to making AdWords profitable for small business. If you found this article on improving your AdWords CTR helpful, then subscribe to Adrian’s free newsletter, claim your bonus ebook and get more great tips and advice every week on AdWords at:) www.adwords-adviser.co.uk
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