Tips to Increase CTR in Google Adwords

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We increase the price per click.

An effective and obvious method to increase CTR in a short time in Google Adwords. It is clear that if you increase the price per click, then there will be high positions in the search results, and vice versa. But in this case, we are not talking about any savings or, say, about increasing the profitability of the advertising campaign.

There are other ways to increase CTR investor leads and save money at the same time.

We limit the topic of keywords.

If the word is general, it will attract a non-target audience. And "narrow" keywords will interest the right client. That is, the narrow query "buy iPhone 11 Pro" will be more clickable than the general query "buy iPhone".

Narrowly-themed keywords can increase CTR. But the high clickability of ads with such words is also explained by the fact that users compare prices. Therefore, using only this method makes no sense.

Adding ad extension.

Ad extension

Extensions, i.e. informational additions to increase the size of the ad, increase the visibility of the ad unit and, accordingly, can increase the CTR. Adding another extension is easier, cheaper and more effective than increasing the cost per click.

The illustration shows the results for the query “Buy plastic windows”, where the first and second ads have a higher click-through rate than the third, due to additional extensions.

Increasing the relevance of advertising blocks.

High relevance can be achieved in different ways. One of the most effective is to create one ad for one keyword. But this is optimal for small projects. For larger campaigns, time and labor costs are inevitable. Therefore, in such cases, it makes sense to add keywords to the ad text and title.

Another method is suitable for advertising campaigns that are divided by geographic coverage. The names of the corresponding localities can be added to the block headers for different regions. People often enter queries indicating cities, so localities in the advertising block are highlighted in bold.

We create an attractive advertising block.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
To make an ad tempting and interesting, you need to think of a unique selling proposition, some original approaches, something attractive to the client. Therefore, first, study competitors, and then make a list of words and calls to action. The following words usually attract users:

sale;

promotion;

discount;

cheap;

present;

for free;

for free;

accessible;

inexpensive;

hurry up;

we give;

hurry up.

Add negative words.

Another obvious way to increase CTR is to show ads only to the target audience. This means that you need to exclude unnecessary phrases and words that indicate that the client is not interested in your product, but in other information indirectly related to it. This is especially true for advertising campaigns that use broad match words set by the system by default and cover a wide audience. Therefore, do not forget to add negative words and monitor queries.

Changing targeting.

At the first stage, we analyze regional advertising for the least effective in terms of click-through rate. We turn off those localities where the CTR is low, there are many bounces and almost no conversion.
Targeting


Some regions stand out only by their low CTR. In this case, we recommend optimizing the ad block for the given locality by including the city name. Such blocks attract the attention of residents of the corresponding localities because they better match their requests.

If a person from Novosibirsk decides to search the Internet for a coffee maker in his city, he will first look at those search blocks where the text highlights "Buy a coffee maker in Novosibirsk". Ads with the key phrase "Buy a coffee maker" will be less interesting to him.