Your Click-Through Rate (CTR) in Google Ads is very important in bringing down your Cost per Click (CPC) and overall spend.
A higher CTR will help improve your Quality Score (QS) which alone will bring down your CPC. A higher CTR also allows you to outrank your competitors even if they are bidding more than you. Google wants to give its customers the best results possible so it’s going to favour Text Ads with the higher CTRs.
Here are five ways you can improve your Google Ads CTR:
1. Compelling Ad Copy
I cannot express enough that you need to spend time writing your Text Ads. It’s not simply a case of writing any ol’ text so that you can set your campaigns live.
Include your Ad Group’s keywords in your Ad Copy is vital to improving your CTR. On top of this, a strong call to action to entice the user into clicking your ad will improve your success.
You can use the SEMRush tool to see what your competitors are writing for search terms that you enter.
Google recommends running three Text Ads per Ad Group.
2. Effective Display Path
An effective Display Path is one that includes your keyword(s) where possible. Google allows for 30 characters, separated into two parts, each of 15 characters, with a hyphen in between.
Your Display Path is the text that appears after your domain below your descriptions, as if it were the page name.
3. Single Keyword Ad Groups (SKAGs)
One method to allow you to include your search terms in your Text Ads is to separate your keywords into SKAGs.
Including your keywords in both the Headline, Description and Display Path where possible will draw more eyeballs to your ads.
4. Title Capitalisation
You can make your Text Ads stand out by using title case in the Headline, Description and Display URLs. Your ads will stand out from the competitors who aren’t using this trick.
5. Ad Extensions
Google has a number of Ad Extensions to help you make your Text Ad stand out from the competition. Using the full range of options increases the size of your ad. The bigger your ad the more chance it has of being seen.
Here are the Ad Extensions I virtually use for all of my clients’ Ads:
- Call Extensions
Adding Call Ad Extensions to your Text Ad makes it easier for users to get in touch. This option allows users to click to call on their mobile device.
Calls can be recorded in Google Ads.
- Callout Extensions
Callout Ad Extensions are statements that can be added to your Text Ads. You can add up to four at a time.
- Review Extensions
This Ad Extension differs from star ratings as they work by allowing you to enter a snippet of a review from a verified site, such as Trust Pilot.
- Sitelink Extensions
The Sitelink Ad Extension is an extra line of text when your ad appears in the top three results. They look similar to what Google created for brand name organic search results years earlier.
You may use up to four sitelinks at any one time. You can create more than this and Google will rotate between any four at any one time.
- Structured Snippet Extensions
Structured Snippet Extensions can be created to show product data below your Ad Copy.
They can be created for Amenities, Brands, Courses, Degree Programmes, Featured Hotels, Insurance Coverage, Models, Neighbourhoods,Service Catalogue, Shows and Types.
You can add up to 10 values per snippet.
6. Ad Scheduling
Run reports to see what days of the week and times of days your ads convert best, and most importantly, when they don’t covert at all.
Ad Scheduling allows you to choose when you want to show your ads as well as allowing you to increase or decrease your bids at certain times of the day.
For example, if you’re getting lots of converting visitors between 9-5 then you may decide to increase your bid during these hours in order to show more frequently and/or rank higher. Alternatively, if you’re getting lots of impressions but few clicks and no conversions whilst you’re asleep, you may want to pause your ads during these hours.