![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/CTR-300x89.png\")
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Amongst all the PPC metrics, CTR or Click through Rate<\/a> is predominant. It is not just a crucial indicator of how the ad is performing but it also plays a vital role in reducing the cost of advertising.<\/p>\n In PPC, advertisers pay for clicking on their ads. When people type a search query in search engine related ads show up in the sponsored spaces.<\/p>\n And whenever an interested visitor clicks on the ad, the advertiser pays money. In short, companies pay to bring traffic to their websites.<\/p>\n Click through rate is the ratio between the number of times an ad appears and the number of times it is clicked.<\/p>\n Suppose, an ad appears 1000 times and gets 6 clicks. Therefore, the CTR is 0.6%. In the case of AdWords, Google says 2-5% is a good CTR. To get good CTR advertisers bid on high performing keywords and design campaign keeping the psychology of the respective customers in mind.<\/p>\n CTR has an important part in increasing revenue. In the case of AdWords, Google rewards high performing advertisers by lowering their bid amount.<\/p>\n Image Source: Optimizely Blog<\/a><\/p>\n CTR also directly affects the Quality score of an ad campaign. The quality score indicates an ad\u2019s CTR, relevancy of keywords, landing page and ad text and historical AdWords account performance. Improved quality score triggers lowering of ad spend<\/a>.<\/p>\n A high CTR denotes better conversion rates. The original search of the visitor is more likely to be directed to the most relevant topic.<\/p>\n With high CTR, a low-budget ad campaigner can garner high profit and brand recognition. It all depends on the selection and density of keywords. Keyword selection depends on you and your PPC account manager.<\/p>\n [bctt tweet=”CTR is directly related to Quality Score. Higher CTR means good Quality Score and lower ad spend.” username=”adstriangle”]<\/p>\n It all depends on the selection and density of keywords. Keyword selection depends on you and your PPC account manager.<\/p>\n Your account manager can\u2019t recognize your target customer without your help. Only the owner knows the true nature of his company and how it works.<\/p>\n Through gaining a thorough understanding of your company from you, your account manager can design the ad to attract the right audience.<\/p>\n Relevancy of Keyword also gets improved with such close association of the client and ad creator. It also helps in figuring out the negative keywords.<\/p>\n Keywords that do not define your company should also be carefully placed in AdWords. It will keep wrong searchers at bay and save valuable clicks.<\/p>\n For example, if your product \u2018red jacket\u2019 also comes under the purview of \u2018free red jackets\u2019 then interested visitors will wrongly click on it.<\/p>\n No company does business to give it away free. So, this way several clicks would be lost.<\/p>\n CTR for being so much important metric, some valuable tricks to increase it have been discussed here.<\/p>\n <\/p>\n It is all about going with the flow and making your ad more relevant to the visitor. Every season comes with a festival with it.<\/p>\n While creating your ad copy you put a reference or the exact name of the festival in order to make the ad look timely and relevant to the user.<\/p>\n It helps the customer to find your ad from the sea of companies who sell similar products. It improves CTR for it improves ad\u2019s relevancy.<\/p>\n Relevancy also works in increasing quality score of entire PPC campaign.<\/p>\n While creating headline include seasonal elements. For example Christmas, thanksgiving etc. In the US there are 40 national holidays.<\/p>\n If your ad is targeted to a specific geographic area, try to capture<\/p>\n <\/p>\n Image Source: Google Search<\/a><\/p>\n Trademark is the mark of trust. When a company displays their trademark in their ad copy it signifies that the company is has a brand image.<\/p>\n Nowadays, most of the customers are brand savvy. They do not buy things unless it has a distinct brand image.<\/p>\n It actually matters of creating a brand reputation that creates a feeling of faith with conviction. Trademarks increase CTR in a good way.<\/p>\n Trademark is subject to copyright. You have come up with your own unique trademark that would increase your brand value.<\/p>\n You have to be cautious regarding the use of a trademark. Google has strict rules and regulations regarding this.<\/p>\n You cannot use your competitor\u2019s trademark in your ad copy. If your ad infringes copyright issues then your company can face legal actions.<\/p>\n In the UK, USA, Ireland and Canada trademark laws are quite stringent. If any of those countries ask Google not let their company\u2019s trademark, Google cannot allow anyone to use it.<\/p>\n <\/p>\n Image Source: Google Search<\/a><\/p>\n Who does not want to get something for free? Seasonal offers, discounts, and free gifts are sure shot CTR enhancers.<\/p>\n Free gifts like free eBook, free evaluation, buy one and get one free etc are good for increasing CTR.<\/p>\n Put that special offer in your headline. At the headline, it would work most effectively.<\/p>\n <\/p>\n Image Source: Google Search<\/a><\/p>\n Do not project the price of the product in the ads. Its presents significantly decrease Price often reminds viewers that they have to spend a lot.<\/p>\n Always project the advantageous side of your product or service in your advertisement. It comes handy when your product is not the cheapest one among its competitors.<\/p>\n Effective way-out is projecting the discounts instead. Projecting what they can save rather what they have to spend, works more like an interesting proposition.<\/p>\n Suppose, instead of saying that a customer has to spend $100, if you say that they can save $20, it would sound more profitable deal.<\/p>\n <\/p>\n The domain name comes from the fourth line of the advertisement. This URL signals searcher in what website they would land after clicking on the ads.<\/p>\n It does not have to be the actual address of any page of your site. The root domain and the display URL (where the user goes) have to be same.<\/p>\n For the domain name, Google gives 35 character long spaces that should be utilized. Except the domain name take the rest of the URL as the part of marketing copy.<\/p>\n Product name, features, benefits can be added there. Use of URL like this makes ads more attractive.<\/p>\n <\/p>\n Using ellipses in the ad makes the viewer more inquisitive about what more it has to it. These three dots ignite the mind of the viewer to click and look more into it.<\/span><\/p>\n It is another weapon of increasing CTR. For example \u201cTo make you home termite free read it\u2026\u201d<\/span><\/p>\n A termite stricken viewer would definitely click on the ad. Ellipses garner relevant CTR that has possibilities of receiving conversion.<\/span><\/p>\n <\/p>\n Image Source: Google Search<\/a><\/p>\n A catchy line, a one-liner or the tagline of your company works significantly to increase CTR.<\/span><\/p>\n It is the like the crux of what the company sells or what it serves. It could also be a unique feature of the service that puts the company apart from its competitors.<\/span><\/p>\n USP of a company is a very much important part of marketing practice as well as increasing CTR.<\/span><\/p>\n While doing pay-per-click campaign keep the fact in mind that it is a game of probability. Small spenders often bring more profit than big spenders.<\/p>\n These tools help in building a comprehensive campaign.<\/p>\n <\/p>\n The headline is the main area of your ads. The headline should be catchy enough to catch the attention of your potential customer.<\/p>\n Usually, visitors have the very low attention span. An ad gets hardly 5-10 seconds to catch the attention. To achieve this within such a short span of time the ad copy should be enough creative and unique.<\/p>\n A compelling ad copy reflects the psychological aspect of the customer. Reading their mind is the most challenging task for an ad creator.<\/p>\n Carefully selected keywords, keeping the need of the market in mind ads must project company\u2019s different offers.<\/p>\n <\/p>\n Do not get so serious about writing ads. Your ad is not going to publish in any journal. The main aim is grabbing attention and for that, you can go the way you want.<\/p>\n There is no such rule that grammatical sensibility has to be maintained in the ad copies. You are open to doing all kinds of experiments in order to create something better than the rest.<\/p>\n If your ad is audible and clearly puts the information across to the visitor that is enough.<\/p>\n <\/p>\n Testing is seminal to PPC advertising. Here probability rules the game. So, to make the ad hit the pinnacle you have to keep testing spree alive.<\/p>\n Create different ad copies bearing different messages in headlines and description. Now, check with ad copy is getting more clicks.<\/p>\n If your existing ad is giving very good result then don\u2019t stop there. There is always room for surpassing the previous achievement in PPC. Enhance your ad further for better results.<\/p>\n With making little changes in headlines and description, run the ad for a week. See how ad\u2019s performance improves or goes down side. Only through testing discovering the sweet space for your ads is possible.<\/p>\n Features are the qualities and characteristics of your product or service.<\/p>\n On the other hand, benefits are positive effects that are going to be advantageous for your customers.<\/p>\n If you want to create an ad copy that highly compelling and attracts a majority of clicks, you need to highlight your benefits rather than the features of your product or service.<\/p>\n The customers are more interested in knowing what advantage will they get by purchasing that product or hiring that service. It is the benefit of the product\/service that initiates the customer to make a purchase.<\/p>\n Image Source: Google Search<\/a><\/p>\n Ads must have a clear call to action. Clear call to actions works like an instruction that moves the visitor to act.<\/p>\n It is better to add CTA at the third line of the Advertisement and it should be 35 characters long.<\/p>\n Some example of CTA is \u2018call now\u2019, \u2018contact us\u2019, \u2018download the ebook\u2019, \u2018shop now\u2019 etc.<\/p>\n <\/p>\n While bidding for keywords Google suggests going for broad match keywords. Technically broad match keywords should always be avoided.<\/p>\n Broad match keywords are ideal for bringing more traffic to the website. But they often bring the good amount of irrelevant traffic inflow. Apparently, it looks enticing but it finishes up valuable clicks. In spite of registering good CTR, it fails to generate revenue.<\/p>\n Google, being a good merchant wants his clients to use broad search more. With more traffic clicks would get exhausted quickly and money has to be refilled.<\/p>\n If with the existing setting your ads fetching good sale and revenue then let it be. Such settings, if disturbed, often bring bad results.<\/p>\n Narrow keywords, being exact, brings more relevant search. The keywords here are more product oriented and does not cover a large area of search real estate.<\/p>\n In the case of negative keywords, the reason remains the same. Narrow keywords, consisting of exact match and phrase looks to cater prominent visitors.<\/p>\n <\/p>\n If you already have some low performing ads running, go and overhaul them. Rewrite them by putting right keywords.<\/p>\n But remember, before going for applying a change your ad must go through at least 100 impression shares. See the bounce rate of your website and measure the effectiveness of the ads.<\/p>\n Targeting higher click through rate is always advised, as it ensures getting good conversion and ROI.<\/p>\n <\/p>\nHow Good CTR feeds PPC advertising Performance<\/strong><\/h3>\n
![\"\"](\"http:\/\/adstriangle.com\/triangle\/wp-content\/uploads\/2016\/03\/20-PPC-CTR-300x205.png\")
<\/p>\nHow to Improve CTR<\/strong><\/h3>\n
After deciding that you want to opt for PPC campaign keep following points in mind-<\/h2>\n
1. Implement Seasonal Headlines<\/span><\/h3>\n
2. Use of Trademarks<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/registered-symbols-300x122.png\")
<\/p>\n3. Put an Offer in the Headline<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/discount-300x67.png\")
<\/p>\n4. Take Out Prices & Ad Discounts<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/offer-in-the-headline-300x52.png\")
<\/p>\n5. Use the Display URL as Marketing Copy<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/display-url-in-ad-300x67.png\")
<\/p>\n6. Ellipses can make viewers click on your ad<\/span><\/span><\/h3>\n
7. Include Your USP<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/USP-in-ad-300x85.png\")
<\/p>\n8. Write Compelling Ads<\/span><\/h3>\n
9. Ad-texts should be to-the-point and less elaborative<\/span>
\n<\/strong><\/span><\/h3>\n10. Put Ads in Testing <\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/ad-testing-300x150.jpg\")
<\/p>\n11. Focus More on Benefits Rather than Features<\/h3>\n
12. Have a Clear Call to Action<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/CTA-300x94.png\")
<\/p>\n13. Avoid Broad Match Type<\/span><\/h3>\n
14. Low Performing Ads Should Be Restructured<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/reconstruct-300x150.jpg\")
<\/p>\n15. Introduce Negative Keywords<\/span><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2016\/03\/manual-bidding-300x150.jpg\")
<\/p>\n![\"\"](\"http:\/\/adstriangle.com\/triangle\/wp-content\/uploads\/2017\/03\/adextension.png\")
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