Click-through rate (CTR) is one of the most important metrics of a pay-per-click (PPC) marketing campaign. As you may already know, it reveals the percentage of users who click a PPC ad. Whether you promote your business on Google Ads or Bing Ads, you should optimize it for a high CTR. If your ads have a low CTR, you’ll struggle to attract traffic, thereby hindering your ability to sell products or services. So, how exactly can you can increase the CTR of your PPC ads?
Include Keyword in Headline
Regardless of what you are selling, try to include your PPC keywords in the headlines of your ads. If you are bidding on a specific keyword, it should be included in the headline of all ads triggered by that keyword. Doing so improves the relevancy of your ads, allowing for a higher Quality Score as well as a higher CTR.
Perhaps the most important tip to increase your PPC ads’ CTR is to split test. In other words, don’t use a single ad and landing page to promote your products or services. Even if a linear campaign such as this is driving sales, you might be able to generate more sales at a lower cost using a different setup. Therefore, you should get into the habit of split testing multiple ad and landing page variations when running a PPC campaign. If one combination outperforms another combination, delete the underperforming landing page and ad and replace it with new ones. Split testing allows you to see firsthand what works and what doesn’t. And using this information, you can create a profitable PPC campaign with a high CTR and conversion rate.
Fill the Space
Take advantage of all the space available in your PPC ads by filling it with text. Short ads consisting of just a single, short sentence are less likely to attract clicks than longer ads. By taking the time to create longer ads, you’ll attract more clicks and achieve a higher CTR.
Don’t overlook the use of extensions when creating PPC ads. As explained here, Google Ads supports a variety of extensions, all of which are free for advertisers to use. The call extension, for instance, displays a button in your ads that users can click to call your business, whereas the price extension displays the price of your advertised product in your ad. There are more than a dozen extensions available in Google Ads, and even Bing Ads offer extensions to advertisers.