How To Get Higher Clickthrough Rates (CTR) On Your Google Adwords
Campaigns
by Ben Chapi
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Published on this site: January 2004 - See
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There
are a number of ways to improve your
clickthrough rates (CTR) for ads on Google Adwords. Here are some tips to
help you get started.
- Target your ads to the right Audience.
You do this by selecting keywords and phrases which are
relevant to your product or service. Avoid keywords that
are too general because although they generate a large number
of impressions, they often generate very few clicks. To
improve your CTR, use more descriptive phrases so that your
ads will only appear to prospective customers searching
for what you have to offer.
- Use the correct keyword matching option(s).
Google offers four different methods of targeting your ads
by keywords: Broad Match, Phrase Match, Exact Match and
Negative keyword. By applying the most focused matching
options to your keywords, you can reach more targeted prospects,
improve your CTR, reduce your cost-per-click and increase
your return on investment.
- Target your ads by location and language.
When creating your adwords campaign target your ads by location
so that you maximise your sales and improve your CTR. Target
the right audience by selecting the language and countries
that you want to reach.
- Use your main keywords in the Title or Body Text of
your ad.
By using your keywords in the title or ad body text of your
ad, it will stand out from your competitors and grab the
eye of your prospective customers.
- Create different Ad Groups for different search phrases/keywords.
This will allow you to refine your ads and test them for
relevance and therefore maximise your clickthrough rates.
For example, if your service offers loans, you can create
different ad groups for home equity loans (and all other
phrases that incorporate this phrase), consolidation loans,
student loans and so on.
- Calculate what you can afford to pay for each clickthrough.
You will find that more focused keywords and search phrases
have a higher conversion ratio than other more general keywords.
It's a good strategy to pay more for clicks from keywords
or phrases with a high conversion ratio than from the more
general keyword groups.
- Use highly targeted Keywords and search phrases.
Be specific when selecting keywords and search phrases for
your campaign. General keywords will be more expensive and
will result in lower clickthrough rates. If you're bidding
on general keywords that are relevant to your site consider
using the Exact match and the Phrase match keyword matching
options in order to increase your CTR.
- Test and monitor your ads to get the best clickthrough
rates.
Refine and fine-tune your ad to maximise click throughs.
With Google you can do this in real time. You can do this
by creating different ads for each ad group and then checking
which ads have the best clickthrough rates.
- Give Google users a compelling reason to click on your
ad link.
The easiest way to do this is to provide something of value
for free. You can also achieve this if you tailor each keyword
to your offer and use relevant terms/ words in both the
title and the ad body. Use a different ad for each keyword
group or search term. This increases relevance and the likelihood
that Google users will click on it.
Ben Chapi owns Venister Home Business and Affiliate
Program Classifieds at www.venister.org/.
He is also webmaster for
www.best-debt-consolidation-loan.co.uk/
and
www.home-equity-loan.org.uk/.
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