CTR or Click through Rate is a crucial in every PPC campaign. But does it really get your Return on Investment. I will say it is good for your Campaign but I don’t think it really bring in you a lot of money. Of course all the Pay per click managements systems works on click through rate to evaluate you account and reduce the bid for that particular keyword. For me still the keyword which gets you a lead or sale is more important than just clickthrough rate.

Recently Search Engine Marketers has lately stated focusing more on the click through rate. A Well written PPC ad may bring you a good click through rate. But it doesn’t convert better if it has a poor quality to convert.

Website visitors are smarter than before. They understand quality very well so if you are not providing better results for the keywords they have searched it is sure they will leave immediately. This will also affect your quality score in Google because out a faster bounce rate.

Some of the tips for increasing the click through rate in your pay per click campaign

1) Usually your main keywords which will get the maximum CTR for any industry. So focus on these keywords. Main keywords get maximum traffic of your pay per click campaign.

2) Write PPC text ads with stands out from the rest of the advertisers will get more clicks than the rest of the ads. Write an ad which catches the eye and use your creativity in writing the copy of the ad.

3) A better positioning of your ads can get better CTR. If you check your ads campaign go through the keywords which are getting higher impression but few clicks. This is because of a low positioning of your ads. Better the ad position more the click through rates. Recently with one of my campaign for my clients I noticed a better clickthrough rate after increasing he bid and positioned the ads between 2 and 3.

4) Avoid duplicate keywords across your PPC account. Because identical keywords can compete against each other the better performing key phrase will show more than the other keyword.

5) Create a Strong Call-to-action Pay per click ads. Ads which describe the benefits and features have more chances of being clicked. This Call to action ads encourages the visitors curious about your ads and will get higher CTR.

6) Create only Two ads in each group, Two set of ads can give you some idea about which one is performing better and eliminate the less performing one. And create better ads with the existing one. Testing is key here so you need to create and test these ads until you get a better ad which increases your CTR.

The bottom line is test and tweaking is key for any PPC campaign to improve your CTR which in turn increase your sales and conversation ratio.

Google recently started giving more importance to the quality score of the Google Adwords campaign on the basis of by measuring the quality and the relevancy of the ads, landing page and CTR. Google Adwords algorithm thinks that a top quality ad gets more clicks, due to its relevancy to the ad, also encourage the trust of the users as a results it is better for a long term performance of the campaign. Recently so many advertisers cost per click increase because of poor relevancy and poor quality of the ads. The importance of landing page into the quality score system will improve the over all advertising experience of the users.

You can improve the quality score of your Adwords campaign in several ways

1) Create quality landing pages with keywords related to the keywords you are bidding. Quality of the landing page is so important because when visitors visit your site you need conversation and user should have good experience while they land at that page. If visitors don’t like the landing page they will immediately click the back tab on your browser and leave your site, while so many people leave this way Google Adwords system think the landing page was not useful to the users and start increase the minimum bid and your keyword would become inactive for search.

2) Writing ads – Ads are more important from the user’s point of view. When you write an ad it needs to be attractive to the user otherwise visitors won’t click on those ads. If someone is search for “Pink Women Shoes” and if they find an ad with those key phrase on the title which is highlighted bold and it is a description with tells about its benefit and features I am sure someone will click and the ads and visit the landing pages and possible a purchase. So write your ad is very important.

3) Key phrases – during the early days of the Adwords program started you could use any word and phrases to bid. Now if you bid for a word which is not appropriate to your ad or landing page you Quality Score will be poor and need to pay high cost per click to bid for those keywords. And also earlier you can have tons of keywords to bid now smart Adwords marketers bid on less keywords and the right keyword which is working for them. Find the right keyword which is converting rather than have tons of keywords which get impression and click but not conversations.

So the Bottom line is the three important factors to increase a good quality score are landing page, well written ads and the right key phrase.

Pay per click is defined as an advertisement used on websites and search engine where advertiser of the ads will pay only someone click on the ad to visit to their website. So usually the advertiser will bid on keywords which the advertiser thinks that will lead to their website. It can also be determined as sponsored link on search engines which will appear on the side of the search engine results (SERPs). 

My name is Thomson Chemmanoor who has been doing Search Engine Marketing and Search Engine optimization for the last 10 years. I started this blog to give more information and latest news about what’s going on in the SEM world and how important is Pay Per Click for your online business. The sheer growth of PPC in the last few years shows how important it is to have an online presence for any business today. 

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