Increase your AdWords CTR through these 4 Definitive Methods

The purpose of search engine optimization is to get better search engine rankings for your website in the search engine result pages of major browsers and finally make a good business. It is true that businesses enjoy long-term benefits through SEO, but they have to invest heavily in terms time. And no one has to tell this but for businesses time is money. Now, coming to Google AdWords program, it is actually a great source of income for tech giant Google, but it’s should not be missed that even business organizations are finding the method a great alternative to the long-term SEO process. Now, the issue that is being addressed is, we know the success of Google AdWord campaign depends on click-through rate and now what if the CTR is low?

I mean what if the CTR is plummeting? I know you would pay Google only for the actual clicks and not for impressions, but why it should it be a reason to worry?

Why should you worry about Low Click through Rates?

Even though you are paying only for clicks, not having sufficient clicks may put a hole in your pocket. How? Let’s see that.

Hmmm, do you know what sets Google’s AdWord campaign apart from other PPC Ad campaign systems?

It’s the term ‘QUALITY SCORE’.

Now as explained by a former Googler, apart from monitoring every ad that is bid, the Ad relevancy is also monitored through the number of click-through-rate of every keyword. If the keyword’s relevancy came down below 0.5%, Google used to disable the ads for poor relevancy.

Later, instead of completely disabling an Ad for the poor quality, which is nothing but the low-quality score, Google started taking more commission for the keywords with low-relevancy.

Quality Score matters, but for who?

Both Google and Advertisers, because,

1. GOOGLE:
   • The search giant will ensure that whatever the keyword that is bid is relevant to the search queries.
2. ADVERTISERS:
   • With a good quality score, they can easily enter an auction. Also, a good quality score and CPC bid will determine their ad rank, which is very crucial for their business.

Ad Rank = CPC Bid X Quality Score

So, it’s quite clear that businessmen cannot or should not withstand the sight of the CTR dipping.

In this blog post we are going to learn some advanced methods to improve click-through rates.

1. Use Negative Keywords to Channel the traffic to Exact Keywords

PPC ad campaign is not always bidding and using the right/relevant keywords. Adding negative keywords is equally important.

If regular keywords tell Google how your Ad campaign is relevant to the users, negative keywords tells what keywords are not relevant to your business.

By adding negative keywords, you will,

• Avoid paying for useless clicks and improve the quality score.
• Create more relevant ad groups.
• Improve click-through-rates.

Let’s say a plumber wants to put up an ad that speaks about his services. He can add ‘plumber services’ or ‘plumber services, CA’. But the possibility is when a user who is searching for plumber jobs may click the service ad and land on his website. Even though there is a click, the visitor will not convert because he is looking for a job and not the service. So it’s obvious there will be no conversion.

When the plumber adds ‘jobs’ as a negative keyword, he is telling Google that Ads should not come up if someone searches for ‘Plumber jobs’. This way ad will be relevant and the plumber can improve the quality score.

2. Utilize ValueTrack Parameters

With ValueTrack, it will be easier for you to analyze each ad that is clicked based on the {keyword}, matchtype, and {network} tags.

So what exactly is a ValueTrack parameter and how does it work?

The ValueTrack parameter is a type of URL parameter that provides information about a clicked ad based on the parameter used.

These URL parameters when added to the ad’s landing page URL, you will be provided with the information regarding to the source of ad clicks.

The information can encompass the geographic location from where the user clicked your ad and the device through which the ad was viewed to the search network that was utilized for the action.

Tracking location information has numerous benefits. Suppose your website is selling ‘winter clothes’, you can see from which geographic location you can expect maximum ROI.

This way you will witness maximum CTR when you funnel you ad campaign efforts towards a particular geographic location.

3. Pull Out Duplicate Keywords

How to identify a duplicate keyword?

Duplicate keywords hurt Adword campaign because the traffic will be divided between two ads of same types that are targeting the exact network as well as the region.

Let’s say you are selling Red Sports Shoes for women, and your ad reads something like this, ‘Women’s Red Sports Shoes’. If the same ad appears in NewYork and Chicago, it’s not a problem. But if the same ad appears or targets same geographic location, then it’s a case of Ad duplication and you are competing against yourself.

In few words, avoid this,

Duplicate keywords (Identical Keywords) Same Match Types Targeting the Same Audience

Also, for BROAD MATCH, ads like this are considered duplicates.

1. Strawberry Cupcake Frosting
2. Frosting Strawberry Cupcake

So, should we completely stop using duplicate keywords?

Absolutely not.

It’s not a problem if you use same ad campaigns for different geographic locations or with different match types.

4. Use Dynamic Keyword Insertion in your Google Ads

The purpose of dynamic keyword insertion is to make your ad more relevant by automatically inserting the specific search terms used by the customers.

Google AdWord campaign is all about reaching the customers by creating ads with keywords that match their search query words. The dynamic keyword insertion feature helps advertisers to create customized ads as per the customer’s search query.