Tips For Improving CTR?

by RubberTaco 22 replies
Hey Everyone,
I've been trying to think of and look for ways to improve my ctr in bing ads and was hoping for some insight.
Basically, if you were trying to improve your ctr for a campaign what are the steps you take to do so and what is the ctr % you aim for?
Thank you for any help!

-Ethan
#pay per click/search engine marketing (ppc/sem) #ctr #improving #tips
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  • Profile picture of the author dburk
    Hi Ethan,

    There is no one specific CTR that you should aim for, CTRs vary a great deal based on niche, location, device type, time of day, day of week, competition level, and search term.

    Do not make CTR a goal to aim for, CTR makes for a poor choice as a goal. That's not to say that CTR isn't an important metric to pay attention to, it just shouldn't generally be used for a goal, unless someone is awarding you a cash prize for reaching a specific CTR, don't make it a goal because you cannot deposit a CTR into your bank account, it has no tangible value, it's just a ratio that allows you to compare the performance of one ad to other ads.

    Of course you want your ads to perform as well as possible and measuring the CTR ratio is useful in understanding how you ad is performing. CTR is a way of measuring your ads relevance to your targeted audience. The more relevant you ad is to your targeted audience the more likely they are to click your ad, and the higher your CTR will be.

    It boils down to 2 things, precisely targeting your audience, and creating ads that your specific audience finds compelling.

    You can improve targeting by account and campaign structure, using market segmentation, tightly focused ad group keyword list topics and exact match keywords.

    You can make your ads message more compelling by A/B split testing various value propositions that are highly specific to the needs and desires of your targeted audience.

    Don't assume that your first guess at a value proposition is good enough. Perform Value proposition research on your competitors websites, ads, reviews, forums and articles in your targeted niche. Identify the best candidates for testing and setup ads for each distinctly different type of value proposition and split test 2 at a time to find the winning value proposition for your niche and for each individual audience segment.

    Improving the performance of your ads is a process of research, testing and analysis, and application of any insights gained for the next round of testing. Rinse and repeat as needed.

    HTH,

    Don Burk
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    • Profile picture of the author RubberTaco
      dburk,

      Thank you for that info! i'm still very new to im so i'm not exactly sure how to do the split testing and segmentation or the more in depth analysis exactly but i now know i need to research that and look into that because i've seen a few other posts in threads as well as yours that seem to be pointing in that direction. one more question, what would you recommend to do more in depth tracking? i keep hearing about clickmagic?
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      • Profile picture of the author dburk
        Originally Posted by RubberTaco View Post

        dburk,

        Thank you for that info! i'm still very new to im so i'm not exactly sure how to do the split testing and segmentation or the more in depth analysis exactly but i now know i need to research that and look into that because i've seen a few other posts in threads as well as yours that seem to be pointing in that direction. one more question, what would you recommend to do more in depth tracking? i keep hearing about clickmagic?
        Hi Ethan,

        There is nothing special needed to split test your ads, simply create different ads within the same Ad Group. AdWords will automatically split traffic to the different ads.

        What you do need to learn is exactly what to test within your ad's message. The most important thing to test in your ad creatives is the value proposition. You need to perform value proposition research to find the most compelling selling points that work for your niche. test at least 2 different value propositions throughout all of your ad groups. You may find that for some audience segments one value proposition works better than the others, but it can be different for each targeting segment, so test and confirm.

        Segmentation is just splitting your audience into segments that share a common set of attributes. You can segment by keyword, demographics, placements, networks, device types, purchase phase, interests, behavior, etc. Segmentation is one of the key concepts of any type of marketing.

        I recommend that you implement Google Analytics, nothing syncs up better with AdWords than Google Analytics, they are made to go together..

        Of course there are plenty of other marketing analytic software programs, but most do not compare to the capabilities of Google Analytics, which is free. You may be hearing noise about other tracking software due in part to the fact that the people recommending them are doing so for the affiliate commissions they might earn when you purchase from their affiliate link. I would take those paid recommendations with a grain of salt, if I were you.

        Start with Google Analytics, learn that program and if you find you need more tan that you can always implement additional software.
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        • Profile picture of the author RubberTaco
          dburk,
          Ok that makes snese i already have multiple ads in a group but i just have one group didn't realize that was split testing haha, the only problem i see with google analytics is that i am using bing ads as my ppc platform, does that still work properly with bing?
          Thank You!
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          • Profile picture of the author dburk
            Originally Posted by RubberTaco View Post

            dburk,
            Ok that makes snese i already have multiple ads in a group but i just have one group didn't realize that was split testing haha, the only problem i see with google analytics is that i am using bing ads as my ppc platform, does that still work properly with bing?
            Thank You!
            Hi Ethan,

            Yes, Google Analytics works well with any platform, including Bing, though AdWords integrates with Google Analytics better than any other platform. Bing is modeled after AdWords in many ways so data flows into Google Analytics in pretty much the same way, the only difference ifs that data doesn't flow back into your Bing in the same way it does with AdWords.

            If you have all your ads, and keywords, contained within a single ad group, then you very likely have an account structure problem. That has got to be hurting you more than anything at this point. I suggest you split you keywords up into many smaller ad groups with keywords that are tightly focused on a single attribute of your product or service offing. You can then write ads that are equally focused on the same specific attribute. This will likely improve your CTR tremendously.

            HTH,

            Don Burk
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            • Profile picture of the author RubberTaco
              dburk,
              Sounds like I need to check out adwords then! And yes i do have all my keywords and ads in one group, so your suggesting making more ad groups and taking my existing keywords and separate them accordingly to all of the groups? One more thing, how many ad groups would you suggest?
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  • Profile picture of the author toolswithtom
    Hey Ethan,

    dburk is spot-on in starting a test schedule - a successful test can increase your click-through rates dramatically (as high as 80% from my experience).

    One actionable tip I'd recommend trying is including a call-to-action in your copy (e.g sign up now, get started now). In the 8 years I've done Adwords the ads ALWAYS work better when you include a call to action (I wish I could explain why!).

    Hope that helps, Tom
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    • Profile picture of the author RubberTaco
      toolswithtom,
      Thanks for the tip, by a call to action in my copy are you referring to my landing page or the ad itself?
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      • Profile picture of the author abhishekknigam
        Brother when you are creating ad copies always try to cover your targeted keyword and call to action word. It will improve your CTR + decrease the cost of per click with the time.
        Signature

        Abhishek Nigam
        Owner | Search Engine Times |

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      • Profile picture of the author toolswithtom
        Originally Posted by RubberTaco View Post

        toolswithtom,
        Thanks for the tip, by a call to action in my copy are you referring to my landing page or the ad itself?
        In the ad - preferably in the description (line 2)
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  • Profile picture of the author abhishekknigam
    Dear Rubber,

    As per my experience with Bing Adwords. Below I am listing few parameters which will surely help you increase your CTR.

    1. Your ads should be on top 3 positions.
    2. Bid should be top of page bid.
    3. Include call to action words such as: Click Here, Buy Now etc.
    4. Your ad copies should be unique.
    5. Your ads should be relevant with your targeted keywords.
    5. Make longer ads copies with the help of different types of extensions such as: Call out, Site extensions etc.

    I hope above listed points will be useful for you.
    Signature

    Abhishek Nigam
    Owner | Search Engine Times |

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    • Profile picture of the author RubberTaco
      abhishekknigam,
      Thanks! I think i'm doing steps 1,2,4, and 5 right but i need to work on 3 and 6 those seem to be my weakpoints as of right now.
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      • Profile picture of the author abhishekknigam
        Rubber, if you will work on 6th point properly. It will catch more attention of users due a long size ads that will help you to improve your CTR.

        And my one personal suggestion is in Ad extensions try to show as many as USP's as you have about your product, company etc.
        Signature

        Abhishek Nigam
        Owner | Search Engine Times |

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    • Profile picture of the author Sergio80
      I dont think you can use "Click here" in your ad copy..



      Originally Posted by abhishekknigam View Post

      Dear Rubber,

      As per my experience with Bing Adwords. Below I am listing few parameters which will surely help you increase your CTR.

      1. Your ads should be on top 3 positions.
      2. Bid should be top of page bid.
      3. Include call to action words such as: Click Here, Buy Now etc.
      4. Your ad copies should be unique.
      5. Your ads should be relevant with your targeted keywords.
      5. Make longer ads copies with the help of different types of extensions such as: Call out, Site extensions etc.

      I hope above listed points will be useful for you.
      {{ DiscussionBoard.errors[10998772].message }}
  • Profile picture of the author dburk
    Hi Ethan,

    Yes, split your existing keywords into tightly themed ad groups. Create as many different ad groups as needed to have each ad group focused on a singular theme, that way each ad group can contain ad text that is highly specific and highly relevant to the targeted audience.

    If you try to use general themes and general ad text you will have poor results. People only respond well when the ad is highly specific and extremely relevant to their search term.
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  • Profile picture of the author vikpathania
    Here are a few ways:

    1. Use different keyword types
    2. Make use of negative keywords
    3. Build attractive landing page with engaging content and offers
    4. Create effective and catchy ad copies
    5. Test different ad copies
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  • Profile picture of the author avemfly619619
    [DELETED]
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  • Profile picture of the author PPC Dave
    Hey Ethan, the biggest improvements in your CTR will come from aligning the offer in your ad to the search intent behind your keywords.

    You want to have separate offers/ads for the different stages of awareness in your target market. Not every keyword searcher is ready to buy.

    Some keywords are research-focused, while others are buying-focused.

    For example, I generate leads in the automotive financing industry. We have a higher CTR by sending certain keyword traffic to a guide on how auto financing works, versus just sending all keywords straight to a page that asks them to apply for a quote.

    At the end of the day there are countless smaller details that affect CTR, but the biggest one by far to get right is the offer in your ad itself. You can't overcome bad CTR from an offer that doesn't resonate with the intent behind the keyword.

    Cheers
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  • Profile picture of the author AffiliateTutor
    Having a very organised campaign structure can do wonders for your CTR. Make sure you keep your adgroups incredibly tight. You should only have a few keywords in each adgroup and they should all be highly related to each other and your ad. Relevancy is key.
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  • Profile picture of the author Babu Bala
    CTR means Click Through Rate
    formula
    CTR=no of clicks/no of impression*100
    If you want maintain good CTR use ECPC
    Enhance Click Through Rate
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  • Profile picture of the author johnbelley
    These's no way to improve it, don't thing CTR is everything how you can say that more improving CTR can lead you to success ?
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    • Profile picture of the author dburk
      Originally Posted by johnbelley View Post

      These's no way to improve it, don't thing CTR is everything how you can say that more improving CTR can lead you to success ?
      Hi johnbelley,

      Of course you can improve CTR. And it is indeed important that you try to improve CTR as it is a major component of your keyword's Quality Scores.

      If your competitor's ads have a better CTR than your own, they will also have a better Quality Score, forcing you to pay a higher cost for the same ad slot. That will drive up your CPA and reduce your campaign's profits.

      You can improve your CTR by better account structure, and more compelling ad text.

      HTH,

      Don Burk
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  • Profile picture of the author seo riveyra
    adwords quality should be increased it should always be greater than 60%
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