Improve Your CTR in Google Ads
Jul 18, 2024Before I show you three ways to improve your CTR (Click-Through Rate) in Google Ads, let’s first explore why this metric is so important.
With Google Ads, Google only gets paid when someone clicks on your ad. This means if you have a higher CTR than your competitors, Google is more likely to show your ads higher in search results.
Here's a simple scenario to explain how this works:
- You have a CTR of 10% and a CPC (Cost Per Click) of $1.
- Your competitor has a CTR of 3% and a CPC of $2.
Who wins that auction? You do, even with a lower CPC. Why?
Because over 100 searches, with your CTR of 10% and a CPC of $1, Google gets 10 clicks, earning $10. But with your competitor, over 100 searches with a CTR of 3% and a CPC of $2, Google gets 3 clicks, earning $6.
This explains why CTR is so crucial.
👉 Boost Your Google Ads Conversion Rate with These Steps
Now that you understand the importance of CTR, the next question is, “What is a good CTR?”
For search campaigns in the last 12 months, the average CTR was 6.42%, which is a good benchmark.
Here are three ways to increase your CTR:
1. Have Relevant Ad Groups
Ensuring your ad copy is relevant to the user's search terms is crucial. This also involves directing the user to the most relevant landing page on your website.
The best way to do this is to structure your Ad Groups using the STAGs method.
STAGs = Single Theme Ad Groups
This means grouping all of your keywords with the same theme or meaning into the same ad group.
For example, if you are advertising a lawyer’s services for:
- Car Accident Claims
- Medical Negligence Claims
- Personal Injury Claims
You would group these relevant keyword themes together so that when:
- Someone searches “Car Accident Claims,” they see your ads for this service, which takes them to your “Car Accident Claims” landing page.
- Someone searches “Personal Injury Claims,” they see your ads for this service, which takes them to your “Personal Injury Claims” landing page.
2. Use Dynamic Keyword Insertion (DKI)
Dynamic Keyword Insertion (DKI) is a powerful tool to increase relevance.
This works by inserting the keyword that triggered your ad into the headline of your ad, so the user sees what they searched for in your ad.
3. Stand Out from Your Competitors
When writing your ad copy, make sure to:
- Google the search term you are writing an ad for.
- Check the ads of your competitors.
- Make your ad copy different.
A great way to do this is to add % or $ values to your ad copy. This helps your ad stand out and can make your offer more compelling.
Improving your CTR in Google Ads can lead to better ad placement and more clicks, ultimately driving more traffic and conversions. Implement these strategies to see a significant boost in your Google Ads performance.
