Maximization of the click-through rate (CTR) is on the agenda of every online marketer. It is a sure-fire way to increase ad revenue because even health CPCs do not guarantee a steady flow of returns.
Some marketers tend to focus on boosting the quality score to achieve this task. Others think that a higher CTR simply means a better ad. I can’t really say these opinions are totally wrong but they’re sure not completely right.
Everybody knows that a higher CTR equals higher relevancy? Can you guess who is a big fan of relevancy? That’s right, Google!
If your quality score is high and ad positions are going up as well, this means that many Internet users are clicking on your ads. Hearing this is like a music to a marketer’s ears.
But don’t get too confident just yet. You have to do a lot of work before you’ll hear this music.
To help you with increasing the CTR, here’s a breakdown of some great tools together with my own experience using them. Enjoy.
This tool is an amazing service created by Google to help users monitor and maintain their site’s presence in the search results. It allows to make sure that the content is accessible, submission of the new content, resolve spam issues, maintain the site, and perform many other helpful operations.
How can one use Google Search Console to increase the CTR?
It’s the matter of changing date-ranges, options, and filters. For example, you can use a simple overview of the site’s performance from Search Analytics to determine which posts have the highest visibility. The Search Analytics section thus will show you the most and the least popular posts.
To increase the CTR in posts with the lowest visibility, you may perform simple actions like adding some structured data or tweaking meta description. Just go through the lists of poorly-performing content and make the changes.
The complete list of possible tweaks and changes includes:
- Make sure that title tags were different from headlines (<h1> tag)
- Make sure the most relevant keywords for a particular page appeared in the meta description
- Remove repetitive title tags and meta descriptions
- Reduce the number of characters in meta descriptions to 160 and less
- Change meta descriptions to make them more relevant and meaningful
- Make sure that the most relevant and important keywords are first in title tags
- Add elements like star ratings to the results
Monitor the results all the time and review the results after 30 days after the change. You will achieve a progress even though you made small changes. Typically, this method increases the CTR up to 5 percent, which isn’t so bad considering that you did not spend a lot of time doing it. Moreover, tweaking Google Search Console is completely free.
Also, I highly recommend considering writing evergreen content so the posts have a better chance for a consistent and high interest. Writing this content around keywords that bring value to the site will assist Google in directing traffic to your pages.
The main advantage of evergreen content is its relevance and usability regardless of the season. For example, if your website is about bodybuilding, then writing articles using the keywords such as “chest destruction workout” can be considered as an evergreen topic because people interested in bodybuilding are looking for chest workouts, no matter the season.
Don’t get too excited about this free method of increasing the CTR. I have spent a couple of hours tweaking the options in the Google Search Console for my own website exactly like described above, and here’s what I found. After a month, I decided to see the changes.
There were some increases in CTR. For example, the indicator went up by a few percent for most of the content. The highest increase was 5.5 percent (the article contained evergreen content). The lowest increases were 0.70 percent. One article went down in terms of CTR because it was a news-related one.
So, my final verdict is: use it. It won’t take a lot of time. Come on, you don’t have to pay anything plus it can really work for evergreen content. A small increase in CTR is nonetheless an increase, agree?
To determine the right keywords to include in your ads, this tool can be used. It provides features that can drive your site to the top of search results. For example, the analyzer allows to find competitors’ best keywords, discover new organic competitors, and observe position changes of domains.
How can one use the SEMrush keyword analyzer to increase the CTR?
Let’s analyze the functions more in-depth to see the benefits of using the SEMrush keyword analyzer. First, it allows users to see competitors’ best keywords. By determining which keywords work best for others, the task of getting a higher ranking becomes a lot easier.
Specifically, the data provided by the tool can provide valuable insights into organic content strategy of competitors. As the result, you can understand their keyword rankings because you’ll see all their searched terms divided into groups according to the position of the domain in search results.
Next, you’ll be able to view landing pages of competitors in the SERPs (search engine result pages) for every keyword you need. Finally, the value of the keywords can also be estimated and compared against various performance indicators, including competition, trend, and search volume.
The second great feature of the SEMrush keyword analyzer is discovering new organic competitors. The data is delivered by the SEMRush Competitive Positioning Map, which shows the direct competitors (the graphic at the top of the screenshot). The example below demonstrates the capabilities of SEMRush Competitive Positioning Map applied to ebay.com.
As the result of using the tool, you receive a report about your organic competitors. You’ll see the competition in great detail and improve your own keyword strategy.
The third major function is monitoring of position changes of domains. By tracking them, you’ll be able to determine where your organic search strategy is paying off and where is some room for improvement.
I thought that SEMrush keyword analyzer was great because it allowed to perform a quick and rich keyword research. It is a powerful tool with millions of domains and keywords, which makes it one of the best in the business.
Especially I liked to try the tool with competitors’ sites because that’s what serious marketers do! Also, I found the ability to determine the top keywords driving traffic to any domain incredibly helpful. For any marketer, the knowledge of top competitors’ keywords is one of the most important things.
If you’re thinking about using this tool for your own keyword research, my advice is: USE IT! It’s a great tool that provides valuable and relevant data for effective use of keywords.
While sending quality traffic from PPC campaigns is certainly important, it all comes down to the efficiency of the website. The sales directly depend on how effectively that traffic is converted into leads, so how about testing landing pages?
These are pages that aim to persuade a visitor to take a certain action, say enter email and name and become a prospect.
How can one use Optimizely to increase the CTR?
Optimizely has been specifically created for split testing landing pages. It does not require programming at all! All you have to do is insert the domain of your landing page, and the tool will upload it to the system.
Next, you can make a wide variety of changes to optimize the page. For example, you can remove, resize, or rearrange elements, edit text (even on CTA buttons!), change colors, etc.
Once these changes are made, the tool performs a test of the page to determine if they were effective in improving conversions.
I have never used an easier way to split test landing pages than Optimizely. Seriously, I loved working with the tool because it had a user-friendly editor of pages that made quick changes without the need to code.
I see Optimizely as a way to engage visitors and increase CTR because testing multiple options of homepage or landing page will determine the most engaging ones. By using it, you can experiment broadly across the entire customer experience.
If you prefer someone helping you with the keyword research and other strategies for increasing CTR, then Assignment Helper could be helpful. It can be used for analysis of competitors’ data, identifying keywords, creating promotion campaigns, and producing quality content.
How can one use Assignment Helper to increase the CTR?
The main advantage of using Assignment Helper is the human expertise in composing headlines, promotional texts, and descriptions. The experts with years of experience are ready to look at your online advertising campaign and provide you with helpful tips and suggestions.
The people working in Assignment Helper were quick to respond and receive my request. After the deadline I gave them (24 hours) passed, they sent me a detailed report saying I should use unique offers and CTAs. I was satisfied.
This tool does not need representation. It’s the most popular pay-per-click (PPC) advertising system developed by the search giant that serves millions of clients throughout the world.
How can one use Google AdWords to increase the CTR?
What we’ll discuss there is a number of quick ways to increase CTR of PPC ads. The following tips are helpful for everyone who uses the system.
First, let’s talk about ad extensions. As an AdWords user, you have a wide variety of ad extensions to select from that can take up some space on pages with search results. These ad extensions should be used to provide you with a competitive advantage and increase CTR.
For example, if you sell your products locally, you should add a location extension featuring your address. It’ll allow the viewers to see where you are even before they decide to click the ad. Next, if you take orders via phone line, why not use a call extension to be placed with your ads?
All these extensions can be found under Sitelinks Extensions (see the image below).
Keywords and Ads
Second, let’s discuss the relationship between keywords and ads once again. Let’s suppose you have selected 30 keywords. If you think that they have some relevant theme, then think again. It is a bad idea to have abbreviations, synonyms, and acronyms for the products you sell in the same ad.
For example, if you’re selling “gaming laptops” and someone searches for “gaming computers” and your online ad says “the best gaming laptops,” then it would be reasonable for someone to click on the ad that says “the most powerful gaming computers in the galaxy” instead.
Of course it would because the ad features the keyword.
So begin inserting individual keywords in distinct ad groups with their own unique ads. As the result, your CTR will improve as well as quality score.
Next, negative keywords could be used to increase CTR. Not only they have been proven effective at boosting this indicator but also stop spending on keywords one cannot capitalize on.
AdWords defines negative keyword as “a type of keyword that prevents your ad from being triggered by a certain word or phrase.” Here’s an example: if you’re selling gaming laptops only in Canada and someone types “gaming laptops Mexico City” and you know that you don’t ship internationally.
So, ‘Mexico City’ would be added as a negative keyword.
Next, if someone types “gaming laptops Walmart” and you don’t sell there, ‘Walmart’ would also be added as a negative keyword.
There are a number of things you could change to improve your CTR when it comes to headlines. First, you can put a special offer in the headline. Just an offer, that’s correct. This will work because of several reasons. One, the headline is often the only thing that viewers read. Two, everyone loves discounts and special offers. See an example below:
All of these ads have specific offers for everyone who click on them. It’s true that people love to get discounts and stuff, why not use it to your advantage?
Keywords in Display URL
This tweak is actually very useful but widely underused. Many online marketers leave display URL blank even though it’s an important part of an ad text.
Take a look at the image below to see what I mean:
Which one of these ads is more effective in terms of using display URL? Clearly, the first one. After searching Google for some yoga classes in Los Angeles, I found these two ads. All of them have adequate details about their offerings but the first one takes advantage of display URL.
You should adopt this approach as well since ads with keywords in their display URLs commonly have higher CTR than those without them.
Hope these options will helpful for you… What are your favorite tools when it comes to increasing CTR?