Click-through rates are one of the primary methods that search engines use to determine which ads get shown and which do not. Most marketers understand the importance of click-through rates, and that is why CTR is one of the key metrics used to conclude whether a campaign is successful or not. But, increasing your CTR is easier said than done. With that being said, here are 3 easy ways to improve the CTR on your ads.
#1: Make sure your ads are positioned well
Proper placement of your ads is one of the key factors in improving click-through rates. A poorly positioned ad can absolutely kill your CTR, and bring down your whole ad campaign. So, what exactly constitutes proper ad placement? Well, ads should be placed in the best position to catch people’s attention. The best position for catching people’s attention is almost always the top of the page. Why? Because the top of the page is the first area people see when they load a web page, so ideally you want your best ad somewhere at the top of the page, where it will get the most views. If people have to scroll a bit before they see your ad, then your CTR is going to plummet.
#2: Choose keywords with low competition
One factor that determines the click-through rate is how competitive the keyword is. A study found that the click-through rate for keywords with a high amount of competition ranged from around .03 percent to just under 4 percent. While the click-through rate for low competition keywords was around .04 percent to about 4.5 percent. If you are having trouble finding low competition keywords, go after long-tail keywords, which are keywords that are over 3 words. These keywords typically have very low competition.
#3: Put your keyword in the URL of your ad
A display URL is the URL that is seen by users when your ad pops up in a search engine. Putting an important keyword in the display URL seems like a common sense tip, but surprisingly many people do not do this. Every ad has a display URL which is considered part of the ad text. Yet many marketers leave this space blank. Putting your main keyword in the display URL will not only improve your CTR, but it will also have a positive effect on your ranking in search engines.