Key Points On How To Improve Ctr In Google Ads

The most common question is- What’s the average click-through rate in Google Ads?

Usually, businesses, marketers, or clients want to know the benchmark of their own CTR. But most of the time it happens that advertisers push content to reach an average CTR and then leave it.

(The above-mentioned image shows the stats of one of the campaigns that our agency ran)

If you want to achieve optimal performance with your Google Ads then this blog is surely going to help you. We will show you when and why you should strive for an average click-through rate in Google Ads and show you exactly how it works

What is the Click-through Rate in Google Ads?

The general terminology of click-through rate is a ratio of clicks to impressions. So when your Ad appears on SERP, an impression occurs along with a click if the person viewing your ad clicks on it. CTR is the percentage of people who see your ad, and click through to your ad’s destination whether through the app store, landing page, or lead form.

CTR is a tricky PPC metric because if a high click-through improves your quality score, you are also counting on money with every click.

What Happens When a High Click-through Rate is Good?

A high click-through rate is an indicator that your ad is appealing to your audience. But with the way Google Ads work, there is a deeper benefit. The algorithm works like – high-quality ads with higher positions and lower cost per click. That is because Google doesn’t make money if no one clicks on the ad.

So then how does Google measure the quality of ads?

The quality score formula has three core components- relevance of ads, landing page user experience, and your expected CTR.

The expected CTR is how Google estimates the ad to perform, regardless of the position and other factors. As per Google, one can score average, above average, or below average for each keyword. The higher the CTR, the higher the Quality Score, and this leads to higher Ad rank. The lower your cost per click, the lower your cost per action.

Understand When a High Click-through Rate is not Good

Take note that if you are paying for every click on your ad, not every click is going to convert. So if you have a high click-through rate, that is perhaps bad as you are paying for clicks that are not going to be converted.

So, the goal needs to be getting the highest qualified click-through rate rather than the highest click-through rate. Another reason is getting a good bid on the top keywords. Some keywords come at a high price, if those clicks are converting, you are not yielding a high ROI. So ideally, you want a high click-through rate on keywords that are not relevant but also affordable.

What is a good CTR in Google Ads?

Relevant and affordable keywords, good CTR, average CTR scores on your expected CTR. An average click-through rate is between 4-6 % in any industry. In travel automobile or real estate, CTR varies between 7-9%

How to Improve the Google Ad Click-through Rate?

Now that we have understood the click-through rate in and out, let us understand the impact on your Google Ad Performance. The first approach is targeting.

1. Target your keywords- You need to target the right keywords. There are three types of keywords to focus on-

• Commercial Intent Keywords- These are those keywords that people type and have the intent to purchase like ( best website design companies in Bhopal). Avoid informational keywords like – what is a good website design company and what are the key metrics to choose the best website design company in India.
• Branded Keywords- These are another opportunity and not just your brand. Target partner brands, competitor brands, or other brands your target market may search for when they’re in buying mode.

2. Use Negative Keyword- This is required to keep your click-through rate in check. Negative keywords are the ones that you don’t want Google to show your ad for. So if you sell new cell phones, you get refurbished or used as negative keywords

3. Narrow your Audience Targeting- If there are no keyword target ads by narrowing your audience down to more specific criteria, you can more specifically cater your ad copy and improve your click-through rate, even if you aren’t getting as many clicks overall.

4. Keep it Simple- Include keywords in the headline and description. Don’t complicate your ad, and it is always better to use simple language. Eg- Google can read “World’s #1 website design company", whereas it is less convenient to read “No. 1 website design company"

5. Have the Actual CTA- Telling a user that you have what they’re looking for, that what you have is better than what your competitors have, is not a call to action. You need to invite your ad viewers to act. And to act now. Buy now. Download today. Though it’s just one or two words, it’s a micro-push that can make all the difference.

6. Put an Offer in the Headline- Offers, promotions, discounts, and free shipping is something everyone loves. But instead of including them in the description put them in your PPC headlines. This is because the headline is the first thing the searchers read and words like “ FREE “ light up the human brain.

7. Put the main keyword in the display path- Google Ads show ways after the slash of your descriptive URL. However, they're discretionary, you need to utilize them. Treat them as a part of your ad copy and use them to incorporate your watchword. In the models underneath, one of these isn't similar to the others. Those show ways can be utilized to reassure the viewer that you have what you are looking for.
       
8. Use dynamic keyword insertion, but don’t overuse- With dynamic keyword insertion, Google will automatically insert the keyword that triggered your ad into your ad copy or headline. Ads with dynamic keyword insertion have a higher relative frequency

9. Don’t rely too much on Ad Extension- Google Ad Extension can help your ad take up more space on SERP with a more clickable appeal.

10. Test more Ads- Make multiple ad copies and test more ads. Here is some comparison-

• Top 15%: Ads with a 2x higher click-through rate, and they occur in one of every six or seven ads.
• Top 5%: Ads with a 3x higher CTR and occur once in every 20 ads.
• Top 1%: Ads with a 6x higher CTR and occur once in every 100 ads.

Take Away Notes 

Average CTR is well and above average is way to go.  If you follow the above tricks and understand the campaign you are setting up, you will see higher impression shares, better ad position, lower cost per click, and lower cost per conversion. Here is a recap of how you can improve your click-through rate in Google Ads-

• Target the right keywords
• Use negative keywords
• Narrow your audience targeting
• Keep it simple
• Have an actual CTA
• Put a special offer in the headline
• Put the main keyword in the display path
• Don’t rely too much on Ad Extension
• Test more Ads

Follow these critical steps to identify the health of your Google ads and identify the optimization opportunities. If you want us to help you in your ad search sneak peek at our digital marketing service and get expert advice.