Increasing CTR (click rate) in Google AdWords
Click rate in Google AdWords specifies how often people actually clicked on your displayed AdWords advertisement. As an example, if your display triggered 1000 Impressions and clicked on for 10 times, it yields a CTR of one percent.
CTR is one of the most important key data in Adwords
Why is the click rate or CTR so important? Firstly, a high click rate reduces the CPC (cost of a click) and at the same time this also increases the traffic. It is for this reason that the click rates of your ads are decisive factors for the success of your AdWords advertising. Another positive aspect is the improved quality factor. A good quality factor (1 to 10) enables a better view and more favorable keywords positions.
How high does a good click rate go?
There is actually no value. Depending on the business area, the CTR is very different. For this reason it only makes sense to define the click rate on the basis of their historical values in your Google AdWords account. Good period for this are the last 6 months. From experience I would however generally say that a good CTR (click-through rate) is never less than 3%. Even in a highly competitive field of business.
As a lower limit we can set 0.05 %, because if your CTR falls below this value Google AdWords will react and disable your view after 1000 impressions.
What’s influencing the click rate?
Your keywords popularity
Although many general keywords generate impressions they are often left short of clicks. Rare keywords or keywords from niche areas get fewer impressions, so then are the questions much more targeted and with that also clicked on more often. It is also important keyword phrases such as “5 Stars Hotel Barcelona offer”. In comparison to that, the keyword “Hotel Barcelona” determines more impressions but also determines fewer clicks.
A more general or known keyword makes the competition bigger. Who’s advertising with the keyword “shoes” in Google AdWords campaigns has to deal with competitors such as Nike Adidas, Zalando and co., which automatically leads to a higher CPC and in turn to fewer clicks.
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Improve CTR through these three Optimizations
1. Optimize display texts and A/B test
It is of enormous importance displaying the relevance of the appropriate advertisement in comparison to the keywords. The more precise your search term reflects in the ad, the higher is the relevance of the advertisement and this in turn increases the click rate. Also, what’s important is the so-called “call to action”. This is only the common term for a call to action such as “buy now”, “order now” or “free download”. It is important also to be as fast as possible to identify which ads do work and which are not. With the so-called A/B testing can show you just 2 compete against each other and observed what prevails. But be careful, Google AdWords switches in the basic setting the ad to performance-dependent. This means that Google Adwords very quickly decides itself (much too fast) what ad gets better results and this ad automatically switches more often. This will hardly find out which display reaches a better CTR.
2. Improve keyword strategy and negative keywords
It is important to avoid impressions of users (and of course also clicks) that search for something completely different. For example, a fashion online shop which has only very high-quality designer fashion with a correspondingly high prices will presumably has no bargain hunters and also his view does not switch off when people search for “cheap used shoes” or ” free sweaters”. It is therefore important to consider under what keywords you definitely do not want to display ads on Google Adwords and exclude them.
A further important point are the keyword types in Google Adwords.
- Broad match: Your ad keyword will vary between similar word groups and relevant variations.
- Phrase match: your ad “keyword” is switched in search requests that contain the identical word group. Order and sequence is crucial.
- Modified broad match: your ad +keyword are/is in singular and plural, incorrect spelling and interwoven hereditary aft variants of the keyword base mode. The order is not important.
- Exact match: Your ad [Keyword] will only be switched when the search query matches with the reserved keyword or keyword combination.
- Negative keyword: Your ad -Keyword will not be switched for search requests containing this term.
3. Geo-targeting & time planner
Often neglected option but can also have a large effect. On the basis of the historical data can be read out in Google Adwords, at what time and the region in which the displays are most effective. But it is crucial to take into account a longer time period, at least 3 months, as otherwise there could no precise assumptions be made.
We see that for example also on Sundays and Saturdays from 12 a.m. though many impressions take place but the click rate falls dramatically, so it makes sense to suspend the ads at these times. Or even if you realize that in a special catchment area the ad does not work. Here it is important to see why in this area of the ad will not work. A solution here would be to create a new campaign with specially tailored to the area to create keywords and ads. However, there must be a completely new campaign is created, since on ad group level no geo-Distinction is possible.
- The click rate is the percentage of the user actually clicking on your ad
- The CTR is a decisive factor for the success of a campaign
- Flat, we can say that the CTR should never fall below 3%.
- To avoid general keywords and use Keyword Phrases
- You work with the keyword type in order to avoid unnecessary impressions.
- Test your ads with the A/B method
- Use negative keywords
- Check at what time and in what area your CTR is particularly low.
About the Author
Daniel Knoflicek runs the web agancy Slidebird Webstories since 2012 . The Agency is specialized in online marketing, webdesign and search engine optimization. He also founded the Start Up “Ernst M.” in 2015. Ernst M. produces vegan Jam in Austria. Daniel Knoflicek is responsible for the online markting and the brand awareness of this young Start Up. Furthermore Daniel Knoflicek startet to support the App DESK.WORKS as an Brand Ambassador. He coordinates and look after the co working spaces in Austria.