CTR improvement Steps:
1. Use the search phrase in the title then use those keywords in a speech like way in the body text. And if possible, even the domain name. For example. Google.com/adwords
2. Differentiation between matches, exact, phrase, broad
3. Look at your competitor's ad and use their great ideas, but always stand out from the rest, Differentiate your ad text
4. Location, location, location. What place is your ad showing? Does any research indicate that users clicks on the top 3 ad at most and rarely click the 4th. What does the golden triangle state? Is this way your CTR is low.
5. Unless your company is famous like Google or Yahoo, putting the company name in the Adtext is not relevant, unless the search is for keywords relating to your company's name
6. Implement at least 3 Adtext. Let them rotate for 2 or 3 weeks and re-work the best one, making variation of it. Now you will let 2 or 3 variations of the best one get rotated. Then do it once more. (3 level of Adtext creation) One month later after the three level creation, create 2 more totally different ad text. See if you can beat that previous "best ad text" variation. Why ever stop making new Adtext; you might get lucky one day and find oil! But is your landing page any good? “ If you can’t sell oil to the middle east, then you would have to go all the way to China”
7. Isolate keywords & Cost-benefit analysis - take those keywords that have great CTR and put them in its separate Adgroup. Watch those with really low CTR: Do you really need them. Are they dismissible. Does the cost warrant keeping them.
You can ad up few more points:
- Maintain your main 'Keyword-&-Ad' relevancy
- Use Global Negatives
While we talk about CTR in PPC Ad Campaign we must look at different prospects like
Enhancing Keyword CTR & Enhancing Ad/Creatives CTR-- both should be taken differently. Effective strategies are needed to build for bringing perfect harmony in your efforts to gain desired results.
OverAll CTR is based on:
- Keyword Quality
- Ad Text Relevancy
- Historical Keyword Performance
- & other Relevancy matrixs.
If you're bidding on "cowboy hats," there's a good chance that you'll show up for a search for "safety hats." Your ad gets the impression, but not the click since they weren't looking for cowboy hats.
You may be getting 100% of the traffic you're actually looking for, but all the impressions from the poorly-functioning expanded broad match will drag your CTR down.
So get to work with the search query reports, and make sure you aren't wasting impressions and missing out on a good quality score, simply because the wrong people are seeing your ad.
