Top 10 Tips for Increasing Click-Through Rates of Search and Display Ads in Google Ads

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The success of Google Ads campaigns depends heavily on ad click-through rate (CTR). However, even experienced media buyers can struggle to increase CTR when promoting a new offer.

In this article, the team from YeezyPay, a leading agency that provides Google Ads trusted advertising accounts, explores effective tactics to improve click-throughs. By implementing these expert-backed strategies, you can outperform competitors and drive more conversions. Whether you're a Google Ads expert or a newbie, these proven methods will help you optimize ad CTR.

Understanding CTR in Google Ads



Before exploring strategies to boost CTR, we should understand why the CTR metric is so critical for Google Ads:

Unlike other platforms, Google Ads directly correlates ad quality and keyword value based on the click-through rate. Simply put, a higher CTR signals higher quality to Google's algorithms. Ads with a higher CTR get better ad positioning amidst competitors at the same cost-per-click. Better ad positioning leads to improved visibility, and better visibility not only drives more conversions and revenue but also reduces overall advertising ad spend.

What is considered a normal CTR in Google's search and display network?



It's important to note that the click-through rate (CTR) in Google Ads can vary depending on factors such as the niche, geo, ad relevance, position, and presence of ad extensions. In search advertising, the CTR typically falls within a range of 5% to 35%, excluding brand queries. However, it's important to remember that these figures can vary significantly based on the niche and target country.

On the other hand, the click-through rate for ads in the Display Network tends to be lower compared to search advertising. A typical CTR for display ads is around 0.5%. Achieving a CTR of 1% in the Display Network is considered above average for an affiliate marketer.

How to increase CTR on Google Search and Display Ads

Increasing ads' click-through rate (CTR) in both search results and the Google Display Network can significantly improve campaign performance. Here are some effective strategies to boost CTR on search and display pages.

Increasing CTR in Search Ads

Let's begin by exploring ways to increase the click-through rate of ads in Google search results.

Track metrics and improve keyword quality

For search advertising, the Quality Score plays a crucial role. You can monitor the data that influences this metric by adding additional columns at the keyword level in your Google Ads account. The metrics that contribute to the keyword quality score include:

- Predicted CTR
- Quality of the landing page
- Relevance of the ad text



By adding these columns, affiliates can monitor positions in real time. If their positions are average or below average, they can optimize the ad text and keywords, as well as consider using a more relevant landing page. Replacing a keyword and improving its quality not only enhances the CTR of an individual ad but also improves the CTR of the entire ad group.

Additionally, ads with high quality and better relevance will secure more advantageous positions in search results compared to competitor ads with a low Quality Score coefficient. As a result, the CTR of the advertising campaign improves, and the affiliate doesn't necessarily have to increase their bid in the auction.

Improving ad relevance



To ensure the highest level of relevance, it is recommended to create separate ads for each keyword. However, managing a large advertising campaign with numerous keywords can be time-consuming and demanding. One of the simplest solutions to address this issue is to incorporate the most relevant keywords into the ad's title and text through dynamic keyword substitution.

Furthermore, ads that are highly relevant to their intended audience are less likely to be rejected or flagged by Google algorithms. To streamline the ad moderation process, expedite approval, and prolong the lifespan of your account, you can use Google Ads trusted agency accounts. These accounts offer enhanced trust levels for affiliates and media buyers, and you can access them through YeezyPay.



Strategic keyword selection and audience narrowing

In search advertising, low click-through rates (CTR) can often be attributed to poor keyword and phrase selection. To achieve a high CTR, it is crucial to choose keywords that closely align with the requests of the target audience. Affiliates should focus on using narrowly themed words and queries as they tend to generate more targeted leads compared to general phrases.

If the CTR in a Google Ads search advertising campaign is below 3-5%, it is likely that the ads are being displayed to an incorrect audience due to poorly chosen keywords, resulting in a wasted budget. Therefore, it is essential to assess the relevance of keywords not only before launching advertising campaigns but also during the ad display to the audience. Additionally, media buyers should continuously analyze the approaches and key queries employed by their competitors and incorporate the most successful ones into their own advertising campaigns.

Adding negative keywords

In addition to selecting relevant positive keywords, media buyers and affiliates must also continuously develop and optimize negative keyword lists. Negative keywords are search queries that would lead to irrelevant clicks and impressions from users outside the target audience.

By identifying and adding negative keywords, you can prevent your ads from appearing in irrelevant search queries or displaying to audiences that are unlikely to convert. This optimization technique helps to improve the overall quality and relevance of your ad campaigns, ensuring that your budget is allocated towards reaching the right audience and generating meaningful results.



Adding personalized geolocation names in the ad copy

When running a campaign that targets different geos, it is important to include the names of these locations or localities in the ad titles and descriptions. This personalized approach often results in higher click-through rates (CTR) as users tend to engage more with ads that mention their specific location. For example, an ad that references the name of a city like London is more likely to attract the attention of a resident in that area.

By including personalized geolocation names in your ad copy, you create a sense of relevance and connection with your target audience. It shows that your offer or service is tailored to their specific location, increasing the likelihood of engagement and conversion. This strategy can be particularly effective when targeting local markets or promoting location-specific deals, events, or services.



Adding extensions to ads

Adding extensions to your ads is another great way to boost the click-through rate (CTR) in Google Ads. By including extra features like pricing details, promotions, contact information, images, and more, your ads become more eye-catching compared to other search results. These extensions provide additional lines of information, making your ads stand out and attract more clicks.



Increasing cost per click

If you want to quickly increase the click-through rate (CTR) of your ads, another fast-track approach is to raise the CPC. However, it's important to first check the average position of your ads. If they appear too low, then increasing the cost per click might be worth considering. According to data from YeezyPay, a company that provides trusted agency advertising accounts to advertisers, ads that rank below the fourth position on average are practically invisible to the audience.

By implementing these strategies, affiliates can improve the CTR of their ads in both search results and the Google Display Network. This can lead to better campaign performance and overall results.

Increasing CTR of ads in the Display Network

To maximize the click-through rate (CTR) of ads in the Google Display Network, it is important to focus not only on the text component but also on continuously improving the visual elements, such as videos and static images. The ad should be clear and user-friendly, capturing the user's attention and aligning with their search query. In order to achieve this, you should consider the following tactics:



Regularly update your ad creatives

Even the most effective ad creative can get saturated over time, losing its impact and failing to engage the audience, which can lead to a decrease in conversions. That's why it's crucial for media buyers to regularly update and experiment with new approaches in their ad creative.

Instead of completely discarding the ad, you can refresh it by testing different color schemes, graphics, and text variations. This allows you to combat saturation and ensure that the ad remains captivating and effective, continuously attracting attention and driving results.

Analyse competitors and replicate the best approaches from their campaigns

If an advertiser notices their click-through rate (CTR) is lower than competitors' ads, it strongly indicates their ads are not catching user attention or resonating with the target audience as well.



In this case, studying and analyzing a variety of advertisements from competitors can offer valuable insights into their strategies, messaging, and triggers. However, it's important not to blindly copy their texts and graphic elements. Instead, the focus should be on identifying weaknesses in competitors' ads and leveraging them to highlight the unique selling proposition (USP) of your own offer.

By understanding what makes your offer distinct and appealing to the target audience, you can emphasize those strengths in your updated ads. This will help differentiate your ads from competitors and attract the attention of potential customers who are seeking a specific value or benefit.

In addition, incorporating various calls to action (CTAs) or trigger words can be effective in improving CTR. Words like "Sale," "For free," "A gift," and similar phrases can create a sense of urgency or convey added value to the audience, encouraging them to click on the ad.

Regularly testing campaign approaches

With Google Ads, you can continuously test hypotheses, keywords, search queries, and advertising angles. These tests allow you to improve your CTR based on the results and insights gained. Alternatively, you can use the responsive ad feature to let the advertising platform handle the testing process for you.

Conclusion

The click-through rate (CTR) of ads in Google Ads is incredibly important because it directly impacts the cost and visibility of your ads. A higher CTR means more potential customers will be driven to your landing page without increasing your cost per click.

To boost your CTR, it's crucial for affiliates and media buyers to carefully review and optimize their keyword lists, including negative keywords. Make sure they align with your offer and landing page content. Additionally, employing targeted ads, geotargeting, and using ad extensions can greatly improve your chances of success.

Remember, a successful campaign requires keeping an eye on your competitors' ads, regularly updating your creatives, and testing new ideas. To speed up the moderation process and reduce the risk of ad rejection or account suspension, consider launching your campaigns through trusted Google Ads agency advertising accounts like the ones provided by YeezyPay.