5 Ways to Increase Paid Click Through Rates

An effect paid advertising campaign depends on your ability to get people to click on your ad. At the same time, you want to get the right people to click on your ad. You want visitors that are actually interested in what you’ve got to offer.

When pay-per-click (PPC) advertisements aren’t bringing in the sales leads that you expected, you don’t need to scrap your entire campaign. You just need to start tweaking your campaign to improve click through rates (CTR). Many throw away their campaigns without optimizing it or making adjustments to try and see if other elements can be changed in order to increase your CTR. 


Here are 5 ways to increase paid click through rates.


Improve the Headline

The first place to start is with your headline. It’s the first thing that people see and it’s how you get them to click on your ad. This makes the headline the most important part of your PPC ad campaign. Believe it or not, writing an effect ad headline or copy is a skill that will require many trail and errors in order to perfect your craft. Everyone writes differently and each ad copy will be different. The best writers do not merely write what they think is good but they keep the customer in mind. They know their customers and use specific keywords that could trigger interest out of them. It’s important to do your research about which keywords can be used within your headline that could produce a higher CTR. 

The headline needs to be 25 characters or less. You have limited space. Use it wisely. Keep these tips in mind:

  • Use keyword phrases in your headline
  • Don’t use your business name in the headline
  • Solve a problem or ask a question


Include Keyword in Display URL

The focus keyword of your PPC ad should be used in your display URL. This is the visible URL that appears under your headline. You’re allowed to edit the display URL, even if it doesn’t match the destination URL. However, becareful that the final destination URL does match the display URL in a close way. Google, Bing, Facebook, and other ppc platforms have a screening system that has become more detailed over time. Your display links need to match the display URL to a certain degree or else your ad will not be approved. 

You can include up to 35 characters in the display URL. This will include your domain name, along with space for your keyword. The ad will direct users to the URL that you specify in your display ad box. Keep it relevant and keyword specific for better ad displays. 

You may need to purchase a domain name or make a subdomain with your main site domain to create a possible landing page URL. This would save you more down the road without having to purchase a different domain everytime you place a different ad.


Don’t Include the Price in the Ad

When you include the price of a product or service in your headline or description, people are reminded that they’ll be spending money.

Instead of showing the price, you could display a discount or savings. For example, if you’ve got a product that regularly costs $50 and it’s on sale for $25, you could highlight the 50% off or the $25 discount.

Most people will try and find the value of a product before getting it’s price. If you give this away from the start, it will work to divide your good leads from your not so good ones but, you do run the risk of a lower CTR. Keep it value centered and priced centered, your potential leads will come to the price on their own.


Deliver a Specific Message

Before you go live with an ad, you should review it and ensure it delivers one specific message. Your ad can’t be ambiguous.

You should never try to promote more than one thing at a time. When a person views your ad, they should know exactly what they’re going to find when they click the link.

When you finish writing your ad, read it and ensure its direct and to the point. Don’t fill it with keywords. Write in a way that a person can easily understand.

The online market has made people very attention span driven. Not only that, it has also educated them to make split second decisions regarding the things they are searching for. Be direct, specific, and clear with what you’re offering otherwise you have already lost their interest.

Use Ad Extensions

Google introduced ad extensions several years ago, and they are available for free. They offer additional ways to entice people to click your ads. This includes site links. Site links allow you to include additional links in your ads.

Your ability to include extensions depend on your Ad Rank. The Ad Rank is determined based on the quality of your ad and your landing page.

In the end, improving your click through rate depends on a quality ad. You need to use a short headline that gets to the point quickly.

The body of the ad provides a line or two to elaborate on the message presented in the headline. You only have a few lines to make an impression and attract the right visitors.

As a final suggestion, you should take a look at what your competition is up to. View ads for relevant keywords and examine their landing pages.

Tweak your PPC campaign using these tips to boost click through rates. If you want more internet marketing suggestions that are practical and applicable to your campaigns, register for our news letter with weekly tips and resources. 

Thank you for your time.


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