When it comes to your digital marketing toolkit for small business, Google Ads offers the quickest solution to netting customers. Done correctly, you can expect to see results from your ad campaigns almost instantly – though conversely, a poorly planned campaign can eat away a large amount of your budget and cause negative effects to your business. If you are new to the land of Google, click-through rates (CTR) are one of the biggest indications that your campaign is performing well. But if you’ve already delved into Google Ads and your ads have resulted in little to few website visitors, you may be wondering where you’ve gone wrong. To give you a better idea on what goes into making a Google ad that gets people clicking, we’ve included some of our top tips on ‘How to improve CTR in Google Ads’, in our handy guide below.
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How to improve CTR in Google Ads
#1: Improve your quality score
A quality score will show you how relevant your ads, keywords and landing pages are to a person who sees your ad. There are many factors when it comes to determining your quality score but detailed keyword research, the relevance of ad copy, user experience and quality of your linked page are the biggest deciding factors. Higher quality scores typically lead to lower costs and better ad positions.
#2: Write a strong ad copy
When it comes to creating good copy that converts, you want to pack all the core keywords & correct information in the shortest form possible. Avoid anything vague or long-winded, as a viewer is quickly scanning to see if they can find the right result. For example, if a business owner is searching for a digital marketing agency to improve their search engine results, they don’t need to see an ad containing a copy about the company values, or technical mumbo jumbo. A clear and concise line with a value proposition centred on the desired keyword is a good start to developing powerful ad copy.
#3: Gain Attention with Title Case Text
Speaking of generating strong ad copy – as per Google’s Best Practise – utilising title case is a relatively easy way to grab someone’s attention. Instead of writing out a sentence like you normally would i.e. ‘Affordable personal trainers’ give some extra oomph by capitalising each word, ‘Affordable Personal Trainers’.
#4: Make the most out of ad extensions
When it comes to ‘how to improve CTR in Google ads’, ad extensions are something every company should be utilising. Google offers several extensions you can use to expand your ad and create more calls to action. A site link extension is one of the more common ones used and allows a website to create an umbrella-like formation of links that will take customers to specific pages on your website. Call extensions are ideal for users on a mobile, and allow a potential customer to call a company directly by clicking on the extension in the ad. If your company has a lot of positive reviews, you can also add a reviews extension that shows customers you’re a reputable company. Using multiple ad extensions will not only help make your ad stand out from the competition but can also make it a lot easier for customers to reach your website.
#5: Integrate negative keywords
When you launch a Google search campaign, you’ll want to spend your money at targeting keywords your potential customers will click on – and not attract people looking for something else. For example, if you’re a company that sells house awnings, you don’t want to attract people looking for car awnings for camping. If someone clicks on your page and can’t find what they’re looking for, it not only costs you money but can also affect your bounce rate (how long someone stays on your webpage). Implementing negative keywords can ensure you show up for the right searches and reach the right customers the first-time round.
#6: Hire a digital marketing agency to help
When it comes to getting your Google Ads right, sometimes it’s best to get the professionals involved. At the end of the day, you’re dealing with your own money, and trial and error can end up costing a lot of money and netting you little to no results – and worst-case scenario, it can negatively affect your business. A digital marketing agency can create, track, and manage Google Ads campaigns, and do all the legwork when it comes to generating click-throughs that will yield positive results for your business.
Looking for a Brisbane digital marketing agency to help you with Google Ads? Get in touch with the team at Resurge Digital for more information on ‘How to increase CTR in Google Ads, or if you have any questions about digital marketing. You can call us on 1300 659 035 or via our online form a member from our team will be in touch shortly.