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5 Tips to Boost Your CTR on the Search Network

It’s a common known fact that click-through-rates are the main driver of Quality Score on Google’s search network. There is no doubt that the higher the Quality Score, the lower your click costs will be.

Since CTR can have such a significant impact on your campaign performance, it is something that you should strive to improve continuously.

1. Check If Your Average Position Is Too Low

Google adjusts the CTR component of Quality Score to remove the impact of a higher position in the search results. There is a natural increase in CTR as your Ad Rank improves.

However, if your average position is below the fold you might incur a lot of impressions without your ads getting clicked on because the advertisers ranked above you are getting most of the traffic.

Below the fold search results are those ads where you need to scroll down to find more information.

2. Ensure the Correct Groups Ad Text Are Shown

You don’t want the wrong ads (ad group cross-serving) to be served for your keywords. This can happen if you use broad or phrase match for example and keywords in one ad group could trigger ads in another ad group if Google ‘think’ it’s appropriate.

To combat this you can add negatives across ad groups to ensure that the correct ad groups ads are being shown.

3. Test Longer Ad Headlines

If your ad is eligible to appear on the left hand side (yellow background) on Google you can merge your headline and description line 1 (first line under headline) to make a new longer headline up to 60 characters. This automatically happens when your first description line ends with a punctuation mark.

4. Use Adwords Ad Extensions

Use ad extensions to make your ad stand out. As I’m writing this article not all the functionalities are available in South Africa, but here are the different Ad Extensions:

5. Improve Ad Copy

Test different call to actions to improve CTR. Use the ad preview tool to study competing ads on Google and write down which ads grabs your attention. This will give you some great ideas for new copy for your ads.

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