Starting your Google AdWords (nowadays Google Ads) campaigns, you might be thinking it is all about finding some keywords, creating your ads and Google does the rest for you. Unfortunately, it takes more to perform a successful Google Ads campaign and to improve your Google Ads Click Through Rate (CTR).
But why is the CTR so important?
CTR is a performance metric that expresses the number of times an ad is clicked versus the number of times it has been viewed. It is being used to indicate the performance of an ad copy. Improving your CTR is one of the fastest ways to increase conversions and subsequently generate more sales.
In this article we will look at 7 ways on how you can boost your Google Ads traffic by improving your CTR.
Table of content:
- Improve Your Quality Score
- Use ad extensions
- Create different Ad groups
- Write appealing ad copies
- Test different ad copies
- Utilise smart bidding strategies
- Use remarketing audiences
1. Improve your Quality Score
The Quality Score is a measure that shows how relevant your ads, keywords and landing page are to a person who sees your ad. It is a metric of Google Ads that gives each keyword a quality score from 0 to 10.
Ads with a higher Quality Score receive a higher ranking and are linked to lower costs for the advertiser at the same time. Google predicts the likelihood that someone will click on your ad and assesses the experience the user will have after clicking on the link and landing on your webpage.
These are the three factors that affects your score:
- Expected Click Through Rate (CTR): How likely is someone to click on your ad based on how well it has performed in the past?
- Ad Relevance: Does the ad response to the users search intent?
- Landing Page Experience: After clicking on the ad, does the user find the right information on the landing page according to what was stated in the ad copy?
To improve your Quality Score there are several factors that must be taken into consideration. By starting to look at the three mentioned factors above, on both an individual and overall view, and optimizing your ad copy by using targeted keywords in the headline and description (the more specific the better) is a great start.
2. Use ad extensions
Together with your ad copies, Google gives you the opportunity to expand your ad with additional information, making your ad more visible and giving people more reasons to click on it. It is important that you are using all the extensions relevant to your business goals.
Here are some of the most used ad extensions:
- Sitelink ad extensions: Make it possible to link directly to specific pages of your website, like the about us page or the shop page.
- Callout extensions: Gives you the opportunity to add additional text to your ad, like “30 days money back guarantee” or “2 years of warranty”
- Price extension: Label your products with their prices, so that users can see your offerings right from your ad.
- Lead extension: Use this extension, to get people to sign up to your newsletter from your ad.
There are a variety of other ad extensions offered by Google Ads. You can decide whether to use these to help you achieve your business goals.
By the time you have finalized your keyword research, you may have noticed keywords that reflect different search intentions and needs of users as well as their current stage of the sales funnel. Here is where the use of different ad groups becomes important.
Adding multiple keywords into one ad group impacts on the relationship between ad copy and keyword. If the ad groups have up to 20 keywords, your ad copy will not be able to respond one-on-one on the users searching request. The end result is that your quality score and CTR will be affected in a negative way, as your ads would not fulfil the requirement of being relevant.
Instead, be aware of grouping just those keywords which are close variants of each other, in order to create ad copies including the targeted keyword at least twice.
When writing your ad copies, it is important to think about the experience your visitor is having from query, to ad copy, to landing page. If your prospects feel like they might be going down the wrong path, they will hit the back button and conduct another search. So, make sure that your landing page responds well to what you are promising in your ad copies.
Furthermore, be as specific as possible and depending on your product or service use the copy approach suiting best to your business. Here is a quick rundown of the major types of ad copy approaches:
- Features: highlighting the physical aspects of the products or service.
- Benefits: calling out the positive outcomes the visitor will have from your product/service.
- Problem: focus on the actual existing issue to relate to the problem the visitor is trying to solve.
- Solution: focus on the solution to the prevailing problem the user is facing.
- Testimonials: using actual feedback to demonstrate social proof.
- Top of the class: calling out any awards, ratings etc. to show you are the best.
Additionally, add a call to action in all your ad copies. We are running ads because we want the visitor to take a specific action, right? Once they understand what you want them to do (filling in a form, making a purchase etc.) they will have less doubts on whether your website responds to their search query.
Here are some good examples using the ad copy approaches mentioned above:
Since you might not know which ad type is working best for your business from the beginning, testing different ad copies will give you the chance to improve your ad’s constantly. Try to create 2-3 ad copies for each ad group, by implementing slight changes each time and replacing those with a lower performance with new ad copies.
Another way on how to test different copy variations is by using Google’s responsive text ads. You can use more than just 3 headlines and 2 descriptions and let Google test for you which combination might lead to higher conversion.
Choosing the right Google Ads bidding type and implementing a solid strategy for adjusting bids is critical to make your ad more visible and more likely to click on it. If you are not staying ahead of your keyword biddings, you can end up wasting your entire budget on just a few clicks.
There are several bidding strategies, to respond to different kinds of businesses and their individual goals. If you are focusing on gaining clicks to generate traffic to your website, you may consider the following two strategies:
- Maximise Clicks: An automated bid strategy with an average daily budget, automatically managing your bids to bring you the most clicks possible.
- Manual CPC bidding: As the name tells already, this bid strategy lets you manage your bids yourself. You can set different bids for different keywords. Here it is important to track your campaign performances on a daily basis to improve your biddings for higher converting keywords.
Check out Google Ads help page to find out more about all bid strategies.
With a remarketing campaign, you can run perfect ads that are tailored to specific users. For example, you can choose to show a specific ad to a visitor who previously has viewed a specific product or service on your website.
You can target visitors who are already familiar with your brand, or you can create specific ads to sell more products to existing customers. If they know you, they are more likely to click on your ad.
There are different ways on how to improve your Google Ads CTR. With the right approach and strategy, you won’t just save money by decreasing your advertising costs, you will also increase your conversion, by delivering your ads to the right person. Need help? Schedule a meeting today, to discuss the best Google Ads strategy for your business!