Last Updated: June 4, 2023
Your campaign’s CTR can tell you a lot about the campaign you have set up. It helps you understand if your ad copy aligns with your targeting. The higher the CTR, the better your ads align with the targeting you have set for the campaign. But, how to improve CTR in Google Ads campaigns is a question many advertisers face.
How to Improve CTR Within Google Ads
Here are a few tips and tricks you can follow to improve the CTR as a part of a brand’s PPC campaign management.
Use Relevant Ad Extensions
A standard text ad allows you to add headlines, descriptions, and a URL path. Along with this, Google Ads also allows you add ad extensions such as callouts, sitelinks, and structured snippets. These extensions help advertisers provide more information that is relevant and useful for the person viewing the ad. By showcasing more information, there is a higher chance that a user will click on your ad, thus leading to a higher click-through rate.
Pause Low Performing Ad Copy
If you are following Google Ads best practices, you probably have at least 3 ads per ad group. Check to see if there are any particular ads that have a lower CTR. Consider pausing them down and/or replacing them with other ads, as one reason for a low CTR could be that users do not find your ad as relevant to what they are expecting from their Google search.
Align Ad Copy with Keywords
Make sure that the ad copy you are creating are relevant to the keywords you are targeting. There is no point in writing a compelling ad if it is not at all relevant to the keywords they show up on.
Don’t Use Keywords That Are Too Broad
While broad keywords may get you impressions, that does not mean it will get you clicks. That’s why it is important that you choose keywords that are specific to the landing page and ad you want to promote. The impressions may be lower, but the CTR will definitely improve.
Group Related Keywords into One Ad Group
Have a different ad group for each group of keywords you plan to target. This will allow you to write more specific and relevant ad copy, leading to a higher CTR.
Include the Keywords You Are Targeting in Your Ads
Including keywords in your ads will not only make the ad seem more relevant to the user, but it will also improve your campaign quality score. This will help improve your overall CTR.
Add Negatives
Go through the Search Terms Report in Search campaigns and Placement Report in Display campaigns. With the help of these reports, add irrelevant keywords and placements as negatives/exclusions respectively. This will help block out irrelevant impressions, hence helping improve campaign CTR.
Run A/B Tests
Confused which ad copy will lead to better CTR? Run them both and pause the lower performing ad copy. Of course, if both are doing equally well, you can consider keeping them both within the ad group. But, with the help of these tests, you will be able to better understand what kinds of ads get you a better CTR.
Test Dynamic Search Ads (DSAs)
DSAs are a feature in PPC campaign management that automatically generates ad copy based on the content of a website or landing page. Unlike traditional search ads where advertisers create specific keywords and ads, DSA leverages the power of machine learning to dynamically match search queries to relevant website content. This means that when a user searches for a keyword related to a website’s content, DSA can create an ad on the fly that directly corresponds to the search query. This helps improve the CTR of the ad copy by providing users with highly relevant and tailored ad content, which increases the likelihood of attracting their attention and enticing them to click on the ad. By eliminating the need for manual keyword research and ad creation, DSA saves time and effort for advertisers while enhancing the overall effectiveness of their PPC campaigns.
Now that you know how to improve CTR in Google Ads campaigns, it’s time to make some implementations!
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