Paying for Google Ads may seem like a straightforward way to market yourself online, but getting eyes on your business is only half the battle. Without the correct approach, there is no way to guarantee that your intended audience will actually click on the links in your advertisements.
In this blog post, we will be covering some strategies for improving the clickthrough rate (CTR) of your Google Ads that will help you make the most out of your marketing budget.
1. Focus on Your Quality Score
If you are not aware, Quality Score is a value that Google assigns to the keywords in your account, which is designed to measure the relevance and quality of your advertising compared to other advertisers.
Quality Score is not necessarily a number that needs to be optimized but rather a general indicator of the areas where you can improve—think of it like a report card on your ad quality.
There are many factors that are considered when determining your Quality Score, but the three main components are: expected clickthrough rate, ad relevance, and landing page experience.
We could spend an entire blog post focusing on Quality Score (let us know in the comments if this is something you would find helpful!), but the main point is this: provide your audience with what they are looking for and the results should come naturally.
2. Use the Right Type of Asset-Based Extensions
Google provides many different options for making your ads appear more relevant. Formerly called ad extensions but recently rebranded as assets, this feature allows advertisers to attach additional information, formatting, and links to their ads that help them stand out and improve CTR.
Google currently supports 9 types of asset-based extensions, with plans to add more in the future. We encourage you to look into the following assets and determine which ones might be relevant to your advertising campaign:
- •Hotel callout
- •Lead form
- •Mobile app
- •Structured Snippet
3. Take Advantage of Smart Bidding
Manual bidding for keyword advertising used to be a time consuming and often confusing process, but Google is trying to make this more user-friendly with their Smart Bidding feature.
With the rise of automation and machine learning, Google Ads now allows advertisers to optimize their bids and only enter their ads in auctions where they are most likely to get a click.
You will still need to set your own performance targets and customize the settings to your unique business goals, however, Smart Bidding will take some of the guesswork and time requirements out of the process.
4. Focus on Your Ad Copy
In the world of SEO, it can be easy to get wrapped up in the numbers and technological side of things—but this doesn’t omit the need for quality copywriting.
Ensuring that you are producing engaging, attention-grabbing content is still essential with paid advertising, and is an important factor for your CTR.
Fortunately, Google offers many different ways to try different copy strategies and compare the results, such as split testing and campaign experiments. If you find that a particular advertisement is underperforming, try switching things up slightly and see if the results improve.
Need Help with Google Ads? Contact LinkNow Media
We have only touched on a few of the many ways to optimize your Google Ads and boost your clickthrough rate. If you would like to learn more and get some additional help with your pay-per-click advertising campaign, you can reach our SEO experts at 1.888.667.7186 or firstname.lastname@example.org.