As one of the leading SEO agencies Manchester one of the services we offer to our clients is management of their paid media campaigns. In order to ensure our campaigns are working effectively, we track a number of metrics, one of which is click through rate, otherwise known as CTR. In this post we will take a closer look at CTR, why it is important and some ways you can go about improving it.
many different definitions of CTR out there, but here at SEO MCR SEO consultants manchester
we define it as: ‘the number of clicks received divided by the number of
you to discover how relevant and helpful your Google ads are, and how
successful your chosen targeted keywords are as well.
improving your CTR help?
your CTR the better your ad will rank meaning:
ads have more visibility and will therefore achieve a larger proportion of
impressions than they are eligible to receive
site visits due to an increase in visibility
cost per clicks (CPC) due to the better positioning of the ads
a higher conversion rate (CR) due to higher CTR and the fact that potential
customers have more information about your product/service and so are more
qualified to make a decision after clicking on ad
you optimise your PPC ads to improve your CTR?
Use Countdown Timers. The countdown function in Google Ads automatically updates your ad to
easily let customers know how much time they have remaining for special events
or sales. This drives a sense of urgency for the customer, and encourages them
to act now. You can do a manual
countdown yourself by updating your ad on a daily basis, but it is far easier
to use the inbuilt countdown customiser to create one which will automatically
update on a daily basis and therefore save you time.
Use Ad Extensions. You may not realise this but Google actually prefers it when you get a
higher CTR as the more people that click your ad, the more Google gets paid.
Because it is in their best interests that your CTR is high, they will do what
they can to help you achieve that. One way they allow you to do that is by
advising you to use ad extensions. There are various types of ad extensions
available such as review extensions which allow you to showcase third party
reviews and rankings in your ads.
Symbols can really help your ad to stand out from the rest of the ads on the
page – as long as you use them correctly. If an ad with a symbol in is placed
next to a series of similar ads selling the same service or products then the symbol
can really make your ad stand out more. It is worth giving it a try and
inserting a symbol into your ad copy to see if has an impact on your CTR or not
– they should do as they will help your ad to get noticed.
Use Main Keyword in URL of Ad. This tip is related to building trust with the
audience of people your ad is targeted at. If you put the main keyword you want
to target into the URL this will give your readers an extra clue that your ad
is the one that is most relevant to their search. When they see your URL they
will know that your ad is providing them with exactly what they are looking
for. This may sound incredibly simple, but you would be amazed at how many
companies do not use their targeted keyword in their URL. Tweak your ads today
and see what difference it can make.
Use a Call to Action. Call to actions (CTA) are classic marketing tricks that can make a
huge difference to all sorts of things, from blogs to paid ads. Research even
shows that the human mind expects a CTA from a paid ad – people want your ad to
make them click through as it gives them satisfaction to do so. People are
inherently curious, and so they want to find things out. Adding a CTA such as
‘find out more’, ‘get yours today’, ‘purchase here’, or ‘sign up’ can really
improve your CTR and be the difference between people clicking through or
ignoring your ad.
Know Your Audience. It is not as simple as boosting the amount of traffic you get though,
you also want to make sure that the traffic you do get is the right kind of
traffic. This is where knowing your audience comes into play for a variety of
reasons. Firstly, if you know who your audience are, then you can discover what
blogs they like to read, what they search for in Google, and the sites they
visit. You can also get to know how they describe the services they offer and
you can use this information to fuel how you word the copy on your site to
match. Knowing how they compare and choose products on your site will help you
to structure your site and prioritise content. There are various ways you can
find out who your customers are – by talking to them or by pulling together a
customer profile using educated guesses.
Test Out These Tips
All of the tips we have mentioned above are simple to implement but the most important thing to remember to do if you try any of these is to test them to make sure your audience is responding to your changes in a positive way. The way to do this is to ensure you are attracting the traffic that is right for you by measuring conversions rather than just an increase in the amount of clicks. If you really want to make sure you are getting the best out of your PPC campaign, then you should get in touch with the fantastic Manchester SEO team here at SEO MCR to find out more.