Tips For Improving CTR?

by 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
    • 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?
  • 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
  • Profile picture of the author Krishna Kanth
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  • Profile picture of the author seo riveyra
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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.
    • 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.
    • 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.
  • Profile picture of the author RubberTaco
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  • 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.
  • 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
  • Profile picture of the author avemfly619619
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  • Profile picture of the author shifat ahamad
    Banned
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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
  • Profile picture of the author appkodes
    1. Start generating urgency with countdown timers
    2. Use ad extensions to increase visibility
    3. Use symbols to get attention
    4. Put the main keyword you’re bidding on in the URL of your ad
    5. Call your readers to action to get the click
    6. Before writing a word of ad copy, get to know your audience
  • 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.
  • 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
  • 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 ?
    • 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
  • Profile picture of the author Babu Bala
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