When it comes to Google Ad campaigns, advertisers are always on the lookout for ways to improve their metrics. This is the only way to have any success out there. Quality scores and click through rates (CTR) are the best way to improve your search results and your overall bottom line. The CTR is the ratio of users who click on a specific link to the total viewers who look at the page.
What is a Good CTR (Click Through Rate)?
Improving your CTR is a great place to start, but how can you tell what constitutes a good CTR. A 10% CTR may seem good but when the industry average is 20%, then you realize it is not as good as you thought. The only way to gauge how well your CTR is doing is to understand the industry average and where you fall against it. This also helps you understand how well your campaign is doing and how successful your advertisements are performing. There are a number of factors that influence the CTR of averts and it is essential for advertisers to understand these. From the headline through to the copy and trust factors, it only takes one to be wrong to impact the overall CTR. On the other hand, when you get them all right, you will have more hot leads then you can count. For every industry out there, Google ad click-through rates are always a lot higher than the display rates. This is mostly because of the quality of users looking at the ads. On Google search ads, results are displayed by keyword searches only. On display networks, the ads are displayed on relevant sites, but this may not always be done right. This can reduce the number of successful click-throughs your ads will get.
What Matters for CTR?
When it comes to using the standard Google search network there are several important factors that need to be considered for your ads.
- Headline: This is one of the most important aspects of and PCC ads as it is the first thing that many users will see. The headline is a great way to lure people to the copy. Headlines are typically 60 characters long and need to stand out as well as get straight to the point. A dull headline can have a big negative impact on your CTR as many people will skip past it and move to the next ad.
- The Copy: The copy or ad description comes directly after the headline. You typically have about 80 characters for this and they should be used to persuade the reader to click on the ad. The copy should expand on all benefits and should provide details about the product or service. Just talking about the product or service will not be enough though, you must persuade them to choose you.
- Ad Position: This is often overlooked when it comes to CTR analysis but is very relevant. While it is impossible for Google to place every ad at the top of the results, there is a system in place to effectively position them. Whoever is at the top will get the most clicks so it may be worth investing in the payments that will get your ad close to the top.
- Ad Creative: This is important if you are using display networks as the ads use a different format. These adverts rely on a picture format known as a creative which will draw attention to the ad. These creative are essentially virtual billboard posters which give the advertiser more control over their ads and their display. You can choose your own font, colors, and schemes as well as add sound if you desire to stand out.
CTR rates can range from 2.09% to 6.05%, so if your current rate is between these numbers you are doing well. If you fall below the lower rate, then you need to tweak your ads to achieve a better rate. It is important to remember that CTR can chance so you need to monitor it closely. You may not always have that high CTR rate, so keep an eye out to ensure you make changes as needed to keep you ahead of the game.