Your AdWords CTR is the number of times your ad is clicked on, divided by the number of times your ad is shown (impressions). But, why is this value key to the success of your AdWords advertising and how can it be improved?
The closer your keywords and ads relate to each other and your business, the more likely it is that someone will visit your website. Your CTR can therefore be a strong indicator of how relevant your keywords and ads are to people searching for your products or services.
What Is A Good CTR?
CTR can vary a lot between advertisers and the keywords you choose. What might be a good rate for a general keyword with lots of impressions could be a poor rate for a targeted keyword with few impressions. It is therefore not possible to provide a general rate that everyone can
expect to achieve.
However, when using AdWords, you should be aware that Google expects your ads to obtain a CTR of at least 0.05%. Fail to meet this basic target, and AdWords will start to show your ads a lot less often than you would like.
Any relevant keyword or ad should be able to achieve a CTR of at least 1%. In fact, Google have been unofficially quoted as stating that a CTR of 2% should be possible as an average for most campaigns.
Why Should You Care About Your AdWords CTR?
The whole success of your campaign can be defined by how good your AdWords CTR is.
It can:
· Show you, which keywords and ads are not performing and are in need of optimization.
· Increase your traffic, improving the chances of you making a sale.
· Improve your Quality Score lowering your average cost per click.
How To Improve Your Click-Through-Rate
You now understand what CTR is and realise how important it can be to the success of your AdWords campaign. However, if your CTR is very low, what can you do about it?
TIP 1: Target Your Ad Groups
· Avoid general keywords. Instead, focus on targeted keywords that describe your actual products or services.
· Arrange your keywords into tightly related ad groups.
· Create ads for each ad group that are highly targeted towards the keywords within that group.
TIP 2: Write Headlines That Stand Out
Look at the headlines other advertisers are using in their campaigns. If there are a number of ads with the same headline then try not to follow the crowd. Make your headline stand out by saying something different. However, make sure that it is also targeted.
TIP 3: Test The Search Network
Some keywords and products work better when used only in Google search. Others work better when seen across the Search Network. Test your keywords with the Search Network turned on and off to see which performs best.
TIP 4: Dynamic Keyword Insertion
With Dynamic Keyword Insertion, your keyword is automatically inserted into your ad. This is particularly useful when you have a number of closely related keywords as they can trigger the same ad without loosing their individual relevancy.
However, this feature of AdWords should be used with caution as it can create some very strange ads.
TIP 5: Scheduling
Once your AdWords campaigns have been running for a few weeks, you can use your reports to see at what times of the day your ads are clicked on most often. You can then schedule your ads so they are shown only at these times.
Adrian Key is a professional AdWords consultant and editor of the AdWords Adviser, a blog dedicated to making AdWords profitable for small business. If you found this article on improving your average AdWords CTR helpful, then subscribe to Adrian’s free newsletter, claim your bonus ebook and get more great tips and advice every week on AdWords at:) www.adwords-adviser.co.uk
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