Increasing CTR for your Search Engine Marketing campaigns

Why is increasing CTR (Click Through Rate) important? CTR is a rough indication on how your campaigns are performing. A higher CTR in general means that the users that saw your ad found that it was relevant to what they were looking for.

CTR is only one of the indication of how your campaigns are performing and should not be the only KPI for your campaigns. This is a common misconception that new advertisers commonly make. A high CTR may only mean that the Adtext that the user saw seem relevant to his query. However, activities after user clicks on the ads cannot be tracked unless some sort of tracking tool was implemented. A free web analaytic tool to track user behaviour and clicks would be Google Analytics. It is a free tracking tool offered by Google to anyone.

Don't be mistaken, even with all my ranting, it is still crucial to improve your CTR. If you have defined a conversion in your campaigns, having a high CTR is an important stepping stone to increasing your conversion.

Here are some tips to improve your CTR:

• Using DKI in your adtext. However, keywords in your adgroups have to be carefully selected so that your ads will make sense and contribute to the effectiveness of your ads.
• Capitalizing the first character for all the words in your adtext. This will tend to make your ads stand out.
• Make sure your adtext and your landing page and website in general are speaking in the same frequency. Although this does not contribute directly to improving your CTR, users will tend to linger longer at your site. Long time = higher chance of a conversion.
• Test and measure different ad messenging. Have a few variants of ad text and set them to rotate evenly. After a few weeks or even days, you should be able to see what kind of ad messenging works and what does not. Cull the ineffective ad and run those that are working for that particular adgroup.

The above are just some basic tips to improve your campaign's CTR. If you require any assistance regarding your campaigns, please contact us at Webnatics. We provide free consulation!