When advertising on Google (Google Ads, formerly Google AdWords), CTR is a key indicator to monitor and constantly optimize. Why? What is a good AdWords CTR? And what are the ways to optimize this indicator? This is what we will see in this article.
What is CTR on Google Ads (formerly AdWords)?
CTR is an important metric on Google AdWords . It is the click- through rate (CTR) of your ads. In other words, the number of clicks they received divided by their number of impressions.
For example, if your ad was viewed 1000 times and clicked 20 times, you would have an AdWords CTR of 2%.
What is a good AdWords CTR?
The answer to this question is that there is no such thing as a good click-through rate on Google AdWords.
CTR varies greatly depending on the sectors of activity , the keywords targeted, the competition, your positioning in your market, the targeted geographic area, etc. It also depends on the type of campaign you are carrying out.
Display campaigns (banner ads) typically have much lower CTRs than Search campaigns (on the search engine). Here we focus on the AdWords Search CTR.
According to a study by Wordstream , in Search, the average CTR in 2018 across all sectors and countries is 3.17%. However, this indicator should be taken with a grain of salt because it is precisely an overall average.
Why improve your AdWords CTR?
But why improve my AdWords CTR you might ask, why is this important for my campaigns?
There are 2 reasons why it is essential to work on optimizing your AdWords CTR:
Better CTR = More clicks for an equal volume of impressions. If your ad is printed 1000 times, with a click-through rate of 2% it gets 20 clicks, while with a click-through rate of 4% it gets 40!
Relevance of your ads to searchers. A high CTR shows that searchers are interested in your ads (and potentially your offer) because they often click on them when they appear in search results.
Impact on the quality score. The quality score is an indicator measuring the quality of Google Ads keywords. It is notably based on the expected click-through rate of the ads. By improving your CTR, you will be able to improve the quality level of your keywords. However, the quality level of the keywords is taken into account when putting advertisers in competition.
10 tips to improve your AdWords CTR
To improve your AdWords CTR, there are 2 elements to work on: your keywords and your ads .
Keywords
1. Exclude irrelevant keywords, following a search term analysis
Analyzing search terms allows you to check the queries for which your ads were displayed. With this analysis, exclude irrelevant or underperforming keywords.
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2. Favor Exact and Expression targeting
Keyword targeting, or match types, are exact, phrase, broad, and modified broad. For more information, I invite you to read my article on AdWords keywords and match types .
Exact and Phrase targeting are much more specific than Broad targeting. That’s why I recommend maximizing keywords with these targeting in your Google Ads account. Also, for an ad group targeting keywords in Exact or Phrase, it will be easier to tailor ads to that keyword.
3. Work on your “long-tail” keywords
So-called “long-tail” keywords are keywords that contain several (three or more) words. These are keywords that are each not very searched for, but which together can represent a significant share of queries on Google.
These keywords are much more specific than New Zealand WhatsApp Number Resource 5 Million generic keywords (e.g. “buy dell 13 inch computer” vs. “computer”) and generally reflect a more specific search intent on the part of the user. This is why “long-tail” keywords generally perform better if your ad and landing page meet the user’s need.
Working on your “long-tail” keywords can therefore help you improve your AdWords CTR.
4. Adopt a granular campaign structure
Adopting a granular Adwords account structure means:
This way, the ads match the targeted keywords and are therefore more relevant to Internet users with regard to their query. This results in a agb directory better click rate and more qualified traffic.
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5. Tailor your ads to your keywords
As noted above, ads should be tailored to keywords and thus to user queries. The advert corresponding precisely to the query, there is a greater chance that the user will click on it!
So remember to include your keyword in the title of the ad and the URL path, and even in the description if relevant (without repeating yourself too much!).
6. Use all available ad space
With expanded text ads you get:
3 titles of 30 characters maximum each
2 lines of description of 90 characters maximum each
2 URL paths of 15 characters maximum each
Use all this space to promote your products and services!
You can also test responsive search ads and compare their CTR with expanded text ads.
7. Implement ad extensions
Ad extensions help increase visibility and make ads more relevant to users by highlighting additional information. They therefore have a beneficial effect on AdWords CTR.
It is therefore essential to implement the relevant extensions for your campaigns. Here are the possible ad extensions:
If relevant, tailor ad extensions to campaigns/ad groups.
8. Include your strengths and competitive advantages in your ads
To improve your AdWords CTR, work your ads well by highlighting your strengths and competitive advantages. A current promotion? Talk about it. A unique competitive advantage? Don’t forget it.
Emphasize the strengths of your product/service and the benefits for the user! Don’t go into too much technical detail about the specific features of the products, but rather highlight what these products will bring to the user.
9. Use calls-to-action
Calls-to-action are action verbs such as “discover”, “sign up”, “download”… They encourage the user to act quickly and therefore… to click on your AdWords ad.
10. Do continuous testing
Finally, testing is essential in digital marketing and especially on Google Ads. At the ad level, test different messages, tones or calls-to-action to analyze what shows the best performance in terms of CTR for your business and the keywords you are targeting.
Testing is definitely what will allow you to improve and continually grow your AdWords account. Think about it from the moment you launch your campaigns!
NB: Only one element should differ between version A and version B of a test to be able to draw conclusions. To obtain statistically significant results from a test, you need to accumulate a sufficient volume of data. It is also important to keep in mind that user behavior can vary depending on seasonality; certain types of messages therefore obtain better click-through and conversion rates at certain times.
CTR isn’t everything: conversions are what matter
Finally, CTR is certainly an important performance indicator, but it is not the only indicator to closely monitor when you launch a Google Ads campaign.
In many cases, what will ultimately matter to you will be the conversions made on your site. These can be purchases, requests for information, registrations, etc. and represent your objectives. It is therefore essential to set up conversion tracking on your site and to optimize your campaigns to obtain the maximum number of conversions at a profitable cost per conversion.
