The Click-Through Rate is simply the percentage of the total ad views that lead to clicks. The CTR has emerged as one of the major factors that determine the Google’s Quality Score Formula, which is widely accepted and is used to estimate the position and the real cost per click of your ads. The click-through rate is quite vital for the advertisers; it helps them to determine the cost per click and the rank of the ad on the Pay per Click platforms like Bing Ads and Google AdWords. A website with high CTR is placed higher in terms of its rank and lower in terms of cost.
What is a good click through rate for Google AdWords?
Usually, an average CTR for a display ad is 0.35% and 1.91% for a search ad; anything that exceeds 2% and above is considered as an above average or a good click-through rate. A good click-through rate for the Google AdWords largely depends on the type of industry you are in, your business type, your profit-oriented goals and various other decisive factors.
How effective is your Ad campaign?
Keep the following points in mind while designing an ad campaign to ensure its effectiveness in the long run through increased CTR:
In order to be effective, your campaign needs to target a specific category of the audiences. Design the campaign according to the targeted group’s preference. The effectiveness of your designed ad campaign on Google AdWords can be analysed by monitoring your Click-Through Rates.
Measure the effectiveness of your ad campaign by calculating its CTR either as a whole or through the analysis of the CTR by the keywords or the ads. This will enable analysis of which component is more effective and which is not.
You ought to pay only for the registered clicks and so a low click-through rate may not be as disastrous as you think but it is, still, in fact, a sign of bottlenecks and issues that are hampering your conversion rates.
A low CTR can increase the cost-per-click considerably due to the poor quality scores. The factors that determine the quality score are the anticipated click-through rate, the relevance of the landing page and the relevance of the ad.
There is a myriad of factors that are taken into consideration before determining the amount you ought to pay for each click. Google has come up with an intricate bidding system through which a good quality score and top ad rankers are appreciated. The advertiser with better scores and higher ranks pay less than their low scoring competitors. Though it may seem unfair to many advertisers, it is Google’s way of appreciating and rewarding, the efforts of the advertisers who put the effort into optimizing their ad campaigns and strategy.
How to increase your good CTR?
The Click-Through Rate for Google AdWords has emerged as one of the most potent metrics for the advertisers. It may not be a part of your Key Performance Indicators, but it’s a sure-shot way that tells you about the effectiveness of a campaign optimization strategy.
The following tips will help you to improve your good Click-Through Rate for the Google AdWords:
No Broad Match Keywords
Using broad match keywords can serve as a trigger for various unintended search terms. The broad match keywords make the relevance of the ad copies suffer. A keyword should have a balanced combination of relevance and a target potential. A well-balanced keyword that has a phrase, modified broad or the exact match composition will help in securing relevant clicks and will also help in framing the targeted ad copies.
Ad Texts and keywords
Add prominent and relevant keywords in your content to maximize the chance of getting clicks. Don’t go overboard while adding keywords, maintain a fair balance while using them. The best approach is to add a relevant keyword once in the ad text and once in the headline.
In order to convince them of the landing page’s relevance, incorporate keywords in the display URL. When an ad convinces the users that a landing page is relevant to their search, it automatically improves the CTR too.
Numbers and symbols
Do you want to stay ahead of your competitors’ ads? Add a few numbers and symbols in your ad texts. It will add a differential advantage to your ad and will improve its CTR by gaining more attention.
Better relevance increases the Click through rate. One of the effective tricks to make your ad a relevant search is by adding a negative keyword in the content. Learn how to use a negative word proactively in your text to enhance the relevance of your ad.
Design your ad campaign for the Google Ad Ware keeping in mind the crucial factors that help you gain good CTR to emerge as a success.
Read More: How to do Conversion Rate Optimization
Also published on Medium.