(713) 568-2763

Click-Through Rate: 9 Ways for Improvment

Click-Through Rate: 9 Ways for Improvment

Having a low click-through rate (CTR) can really kill a PPC campaign. A low CTR means your ad isn’t relevant to what the searcher is looking for or that your ad just plain sucks. This could lead to a higher cost per click, lower position. CTR is the biggest factor in quality score. So low CTR = low quality score = higher cost per click…who wants to spend money when they don’t have to?

Are your ads suffering from a low CTR? Here are nine ways that are a sure bet to give your CTR a boost:

Add some negative keywords

Run a search query report and see what people are searching for but not clicking your ad. Adding these to your negative keyword list will ensure that your ad won’t show up when those keywords are used.

Use a Different Match Type

Are all of your keywords broad matched? Do you sell only roses but your ads are showing for people looking for daisies? This could be because broad match will show anything remotely related to your keyword. Changing it to phrase, exact or modified broad match can help. If you absolutely have to use broad match, refer to #1 and add LOTS of negative keywords.

Include The Keyword in the Ad Copy

When you include a keyword in your ad, not only does it bold the word when shown and grabbing the searcher’s attention, it actually helps raise your quality score.

Ask a Question

Instead of the standard declaration of what your product or service is in the headline, spice things up with a question. This is a great way to stand out from other ads. You have to be careful with it, however. Make sure it is a simple question that requires only a yes/no answer. A good example of this would be for a doctor who specializes in healing carpal tunnel pain that reads: “Carpal Tunnel Pain?”

Use Punctuation

Yes, even using common punctuation can help boost your CTR. Adding a period to the end of the first description line in your ad can trigger Adwords to add it to the headline (extended headline), making it really stand out.

Stay Seasonal

Creating ad copy referencing the season or approaching holidays (i.e. Halloween, Christmas, Valentine’s Day) will help your ads look timely and relevant. This could have a very positive impact on your click-through rate.

Include a Call To Action

So you have negative keywords, phrase match keywords and the ad contains the keyword that’s great. What is the searcher supposed to do now? If you haven’t noticed, people are lazy nowadays. They need to be told what to do next. Include a strong call to action in your ad copy. This could range anywhere from “Call Us Today” to “Book Your Reservation”.

Utilize Your Display URL

Instead of www.yourwebsite.com, try using some unique text in the display URL. Add a product name, feature, benefit or a special promotion to the display URL. For example: yourwebsite.com/special-offer or descriptive-text.yourwebsite.com


Out of all of these tips, this is the easiest and quickest way to give your CTR a boost. If you’re in charge of one or many PPC accounts and aren’t utilizing Google’s ad extensions, you shouldn’t be calling yourself a ppc’er. There are currently 7 ad extensions in Adwords available for advertisers to take advantage of. If you’re new to PPC, I suggest adding the site links, location, call and social extensions.  Have an e-commerce site? Look into adding the product and seller ratings extensions to help increase your click-through rate.

Google has conducted a huge amount of research on CTR factors and found that Including location or phone information in a search ad increases CTR 6-8%.

Have questions about how Forthea can increase your click through rate? Give us a shout!


Davis Baker
Davis is the PPC Team Lead at Forthea and a digital advertising veteran of six years. Outside of the office, you can find Davis running, riding his dirt bike, or searching for the perfect cup of coffee (freshly ground and brewed with a French press. Anything less just won't cut it).


Leave a reply

Your email address will not be published. Required fields are marked *