12 Ways to Improve Your Click-Through Rate in Google Ads
In this detailed guide, WordStream shows us how to strive for an above-average CTR in Google ads.
Table of contents
- What is click-through rate?
- Why does high CTR matter?
- What is a good CTR in Google Ads?
- How to improve Google Ads click-through rate
Why does CTR matter in Google Ads?
The click-through rate is a tricky PPC metric because, while it improves your Quality Score, you’re also paying for each click. Let’s dig a little deeper into this.
When High CTR is Good
A high Google Ads click-through rate is beneficial because it indicates that your ad copy is appealing to your target audience.
However, there is a deeper benefit to the way Google Ads work. Higher quality ads are rewarded with higher positions and lower cost per click by the Google Ads algorithm. Why? Because Google does not make money if no one clicks on its ads, it prioritizes the ads that are most likely to succeed.
And how does Google assess ad quality? Its Quality Score formula remains a mystery, but we do know its three main components:
- Relevance of the ad and landing page to the keyword.
- The landing page user experience.
- 👉 Your expected CTR. 👈
The higher your CTR, the higher your expected CTR, and the higher your Quality Score. Higher Quality Score leads to higher Ad Rank. Ads that rank higher get clicked more at lower costs. The lower your cost per click, the lower your cost per action.
What’s a Good CTR
[Word Stream] Catch our latest Google Ads benchmarks here.
For many industries the average CTR is between 4-6%. An above-averate CTR would be something like 7-9%. If you’re in travel, automotive sales, or real estate industries you’d want to strive for 10-12% CTRs (above the 7-9% averages). If you’re in the arts and entertainment industry where the average CTR is almost 11%, you’x be looking at 13% or higher.
Here’s a quick recap of the 12 ways to increase your CTRs.
- Target the right keywords
- Use negative keywords
- Narrow your audience targeting
- Keep it simple and skimmable
- Actually have a CTA
- Put a special offer in your headline
- Put your main keyword in your display path
- Create emotional ads
- Use dynamic keyword insertion, but don’t overuse it
- Use, but don’t rely on ad extensions
- Test more ads
- Pause the bottom third of your account
[SPONSORED] From $50k to $3M with Native Ads
Running native ads? Don’t miss this opportunity to learn from the biggest players in the market.
6H Agency, one of the biggest advertisers on Taboola, has successfully scaled from $50K to over $3M per month.
And they’ve spilled the beans on how they did it.
6H Agency, Voluum Tracker, and Taboola jointly hosted a free webinar 2 days ago, to reveal the secrets of scaling on native traffic!
Missed the webinar? No worries – you can access the recording here:
➡️ 6H Agency: One of the biggest advertisers on Taboola
➡️ Taboola: One of the biggest native ad networks
➡️ Voluum: THE most popular ad tracker among affiliates
This trio knows a thing or two about native ads. 💡😉
What You Will Learn:
➡️ Effective media buying strategies
➡️ Native ads optimization
➡️ Techniques features and functionalities to make your life easier
➡️ Lander split-testing strategies
Plus, 6H will share 2 success stories from their clients in the Lead Gen & Ecommerce industries.
Native ads can get tricky… but if you’re leveraging the right tools, you could be making millions. Voluum Tracker and Taboola have been the backbone of 6H scaling from $50K a month to over $3 Million.
Learn the key to success from 6H’s CEO and which Voluum + Taboola features he used!
🚀 – Marketers Now Can Import Pinterest Ads Into The Microsoft Audience Network Read more link
🎭 – Reddit Feels the Need to Tweak Its Feed Read more link
🤔 – The Ethereum Merge, Explained Read more link
🍏 – New Apple ad spots are coming by the end of the year Read more link
Showerthoughts – Generally speaking, when you feel stupid it’s because you just got smarter. by /u/jacklupin
The New Google Ads Destination Requirements Policy: What You Need to Know
If you’re running Google Ads, you may have recently received an email from Google about a new Destination requirements policy. An email with scary words like “enforcing,” “disallowed ad experiences,” and “this policy change may affect your account.”
What does it all mean? What is a disallowed ad experience and how can you know if you have any? I dove into the deets on this to supply you with everything you need to know. (Don’t worry—it’s not as scary as it sounds.)
Table of contents
- The short version and why
- Terms to know
- What ads will be disapproved?
- What happens with a disapproval?
- What you need to do
- Better Ads Standards cheat sheet
What is the new Google Ads Destination requirements policy?
The short and simple version:
Basically, starting in October of 2022, any of your ads that lead to landing pages with additional ads—in particular, annoying, disruptive, or insecure ads—will be disapproved.
Google has always had policies in place for this, but what constitutes one of these experiences will now be defined according to the Better Ads Standards (more on this in a bit). There’s also a tool available to you to help you identify and replace experiences on your site that violate this policy (more on this also in a bit).
FEATURED STM THREAD: How To Build Landing pages?
Need some advice on how to build landing pages? Don’t worry, you’re not alone! Actually, this was the title of the most viewed thread on STM for the past week:
Attn: Need advice on LP Builders…
One of the new STM members “alexisling” asked for help on what LP builder to use. He was considering Unbounce or ClickFunnels… both not exactly cheap solutions, especially when you run decent volumes and produce a lot of conversions.
What other options are there? You can hire a coder and get some LPs built from scratch, you can rip some LPs from SpyTools and have them cleaned by someone, you can also use WP… and the list goes on.
Check the thread to find out about one option you have likely not considered yet at all… and it’s a great one! Link to the thread is below: