Do you advertise on Google Ads? Are you looking to improve the click through rate (CTR) on your ads? If yes, then this article is for you. Over the past few years, businesses across Australia have embraced the power of Google Ads (formerly AdWords). And there is a good reason for that: Google Ads is one of the best ways through which you can reach out to today’s tech-savvy consumer. So, let’s assume that you are a small business that’s based somewhere in Perth. How would you go about improving the CTR in your Google Ads?
What is meant by Click-Through-Rate (CTR)?
The CTR is simply the number of people who click on an ad after seeing it on their Search Engine Result Pages. It can be calculated as number of people who click on an ad/number of people who have viewed the ad.
What’s the average CTR for Google Ads?
The average CTR for Google Ads stands at 1.19%. If you are getting a CTR that’s below this, you need to do more to improve on your performance. And if your CTR is already higher than the average, then there can be no harm in trying out the tips that are given in this article. They may just be what you need to make further improvements! Here’s how you can improve your CTR in Google Ads:
1. Get Seller Ratings
How would you like to improve your CTR in Google Ads by 17%? Well, you can do so with the help of Seller Ratings. Carry out a search on Google today and you will notice that some of the ads that appear have a five star rating system. These are Seller Ratings. Seller Ratings highlight the kind of feedback that a business has received from its customers. They are based on the reviews that are left by people after doing business with a company. You can get Seller Ratings by signing up with a third party online reviews aggregator such as eKomi. You can also get them through Google Customer Reviews. According to Google, Seller Ratings can improve the CTR in your Google Ads by as much as 17%. So, though you will have to pay when hiring a third party review aggregator, it’s usually a worthy investment at the end of the day.
2. Carry Out Keyword Research
Keywords are the key to achieving success in Google Ads. As a business, you are probably quite aware of the keywords that you need to angle for. Let’s assume that you run a golf course in Perth. An obvious choice for a keyword for Google Ads would be “Golf course Perth.” Thorough keyword research ensures that your ads get delivered to the right audience, which helps improve your CTR. The great thing is that Google Ads comes with a top of the range keyword research tool that you can use free of charge. Once you have logged into your Google Ads account, go to Keyword Planner through “Tools and Settings.” In Keyword Planner, you can do the following;
- Get keyword ideas. This shows you alternate keywords that you can use for your ads.
- View the average monthly searches for your target keyword.
- Get a feel of whether the competition is low, medium or high.
- Get the top of page bids (low and high ranges). These are the minimum and maximum amounts that people have previously bid for your chosen keywords.
3. Include Your Keyword in Your URL
This is another way through which you can boost your CTR in Google Ads. Most advertisers don’t bother including their target keywords in the display URL. However, this tends to be a mistake. Including your keyword in the display URL helps your CTR in terms of visibility. Someone that reads your ad’s URL knows instantly that it is relevant to their query.
4. Use Ad Extensions
Ad extensions are an important part of the Google Ads experience. If you have not already been using them, then you have been missing out on a lot. Google offers a number of extensions that are designed to improve the performance of your ads. Not only do they give you additional real estate, but they also give your ads greater functionality. Available ad extensions in Google Ads are:
- Location extensions
- Sitelinks Extensions
- Callout extensions
- Structured snippet extensions
- Call extensions
- Message extensions
- Affiliate location extensions
- Price extensions
- App extensions
The call extension, as an example, puts a call button on your ad that allows people to instantly get in touch with you by clicking on the button. The Sitelinks extension gives your ad additional functionality by allowing you to add important links on your ad.
5. Add Negative Keywords
One of the things that you will notice when advertising through Google Ads is that your ad will get displayed on searches that are not really relevant to your business. An example would be having your ad displayed when people are looking for freebies. A solution to this lies in the use of negative keywords. These are the keywords that you specify in your Google Ads account on which you do not wish to have your ads displayed. An example would be to set all searches that have “free,” in them as negative keywords. “Free,” would then be added as a negative keyword. While this does not directly improve your CTR, setting negative keywords ensures that your ad gets displayed only on relevant queries. The ultimate goal for Google Ads is not only to get clicks, but also to ensure that these clicks are turned into conversions. And that’s probably not going to happen with people who are looking for freebies!
6. Capitalize Each Word in Your Ad’s Heading
This is another way through which you can improve the CTR in your Google Ads. Capitalizing each word in your ad has the simple effect of improving its visibility. The ultimate goal is to stand out from the crowd. Once you have done this, then people will naturally gravitate towards your ads.
Let us help you improve your CTR! Contact eKomi to book your demo and learn more today.