How To Increase Clickthrough Rate

Click Through Rate (CTR) is a vital metric for any Google AdWords campaign – not only will it improve your adverts’ performance and lower advertising costs, it will also bring more visitors to your website ready for you to convert into paying customers.

Optimising your average CTR will improve your overall performance within AdWords, because Google will recognise that your adverts are more relevant – even if your competitor is paying more per click than you are.

For example: your business is bidding £2 on the keyword “business support service” but your competitor is bidding £5 per click for the same keyword.

If Google shows these adverts to visitors who have searched for that keyword phrase a total of 15 times, and your competitor’s advert gets 1 click but your advert gets 6 clicks, Google will show your adverts above your competitor’s even though you’re bidding a lower amount per click because Google only gets paid per click.

How can you increase clickthrough rate in Google AdWords so that your adverts are at the top of search results?

How to increase clickthrough rate

Step 1: Research Your Competitors’ Adverts

Tools such as SEMrush allow you to research the businesses in your niche who are bidding on Google Adwords. Look at the copy they are using. The adverts closest to the top of the results will have the highest CTRs, so those are the ones to focus on. Using your own copy, see if you can create a better version of the top-performing adverts.


How to increase clickthrough rate


Step 2: Use Relevant Keywords in Your Ad Copy and URL

Make sure that your advert copy contains the search queries that your ideal customer might be entering into Google. If the ad copy matches their search query, it demonstrates relevance and they are much more likely to click through to your website. Edit your display URL so that it features the main keyword for that ad group.


Step 3: Schedule Your Adverts

Ensure that you have set up an advert schedule so your adverts are only running when your target audience is online. An example of this is if you’re in the B2B niche – you could be wasting money if you advertise outside of office hours. However, if you’re in the new baby niche, sleep-deprived parents may be searching for sleep aids at 3am in the morning so having adverts running would be beneficial.


Step 4: Target Your Adverts by Location

You don’t want to show everyone your adverts if you have a business that is geographically limited. If you run a coffee shop in Worthing, you don’t want your adverts to be shown to people searching for a coffee shop in Portsmouth.


Step 5: Use Advert Extensions to Increase Your Visibility

There are a number of extensions in Google AdWords that will give you more “search engine real estate” – i.e. your advert takes up more space in the search engine results. Adding things like callout and structured snippet extensions are very easy for most businesses. If you have a customer services team, you can add a call extension. Review extensions enable you to leverage any positive press or good reviews you have, and there is some anecdotal evidence that indicates the review extension will increase clicks by up to 65%.


How to increase clickthrough rate


Step 5: Use Title Case and Symbols for Your Headlines

Small edits to the way your adverts appear can make a big difference to your CTR, and using title case for your headlines is one of those edits. You can split-test this to see if it has an impact on your adverts before rolling it out across your entire account. Similarly, using symbols such as @&% has been known to improve CTR.


Step 6: Use a Call to Action

Ask visitors to do something and increase your chances of them clicking through. Using words like “Sign up”, “Find out more here” and “Join for free” will encourage visitors to take action and click on your advert.

Paid search advertising is a great way to grow your customer base and expand your reach. Working with a specialist company such as Broadplace to optimise your adverts and to get as much out of your Google AdWords account as possible will give you the best chance at success.

PPC Ad Copy

We all know that ad copy is important, and there are hundreds on articles available online that tell us how to make ad copy relevant and how to make Google love our ads. Yes, it’s important that Google approves, but isn’t it just as important that the audience is attracted to it?
Where can we find that balance?
Let us briefly go over what Google considers when determining a Quality Score for ads in very basic terms:
1. Correlation between landing page and ads
2. Consistency between keywords and ad copy
Makes sense, right?
Well, it does until we put it into practice! People will stuff ads with keywords, or create ads that are loaded with what Google wants but doesn’t necessarily make sense to someone reading it.
Let’s assume I (Jeff) own a plumbing service.
An ad like this would be approved by Google, but it really isn’t all that attractive, and probably quite similar to hundreds of other ads.
This isn’t to say that Google hasn’t mentioned or recommended emotive ads but the algorithm probably doesn’t take it into account when calculating the quality score.
What does the audience want?
1. Speech fluidity and good flow. This isn’t always easy to do! Two description lines with 35 characters each is quite limiting. Using words based on the area you target (football vs. soccer, or moving vs. removals) works wonders.
2. Calls to action. We all know we have to do this; people are so much more likely to do things when they know what’s in it for them and are told what to do.
3. Consistency with what they typed in. Personally I don’t suggest dynamic keyword insertion in most cases, but when your keyword base expands, so should your repertoire of ad variations.
4. Ads that appeal to their emotions. Maybe one of the most difficult to implement, but, it’s definitely worth the time. Writing your ads for the customer means that you’ll be targeting the right people (higher CTR) and you’ll stick out in the sea of industrially stamped out ads.
So how can we achieve this balance, reaching a high quality score while being enticing (catching the attention of the paying customer)?

Research and then testing (ad infinitum)
1. Find the words that people search for, put it in their keywords and put it in the ads.
2. Find out how people speak, put it in the landing pages, put it in the ads.
1. Test what works – each industry has a different voice and personality. It might work for others but not for you.
2.Test words in ad copy, format, punctuation, display URLs, etc.
3. Record the data from when changes were made, see if the quality score has changed (after some time, immediate quality score might not be accurate) to see if Google likes your ads, and then record clicks/CTR/conversions to see if your audience likes it!
So once again, back to my plumbing company
This ad would also be approved by Google, but it appeals to their situation, has a call to action and promises an outcome that they can look forward to.
Ad copy is so incredibly important, and is one of those things that can really boost the performance of your account. It may be time consuming and unpredictable, but it will usually yield pretty positive results. Happy testing!
Written by Jeff Chang

5 Things I’ve learned in my First Month as a PPC Account Manager


  1. If I had to choose the one thing that I like the most about this job, it would have to be that there are so many ways to do everything; the versatility and resources that we as PPC account managers have at our disposal is immense. Along with the fact that this industry is still in its infancy, there are best practices but no defined methodology which means our techniques and approaches are limited predominantly by our creativity.
  2.  Putting everything I’ve learned into practice has not been an easy task. I did a course in SEO and PPC in Canada (highly recommended) and so I had previous experience in using AdWords – or so I thought. AdWords Editor is your best friend; although it can’t do everything for you it makes your life so much simpler. If anyone reading this isn’t already an account manager, but would like to be one, I suggest you get familiar with AdWords Editor, Google’s AdWords interface and Google Analytics. Proficiency in Excel will be that extra cherry on top. I’m sure there are other useful tools depending on the scale that you work at.
  3. I feel that in many ways the ability to manage clients in a well refined manner is crucial. There needs to be an equal level of competency between the technical capabilities of an account manager and their ability to communicate with and manage their clients. It doesn’t matter how well their accounts are managed if the relationship with the clients are weak, though of course the inverse is true as well.
  4. In the same vein, PPC jargon usage is a two sided coin because when it comes to clients, bombarding them with technical, industry related terms can often lead to confusion and a very “salesy” feel. When it comes to colleagues, use as many terms as needed to paint the most specific picture, especially when asking questions.
  5. Ask questions! This doesn’t mean that you should ask about everything because, despite what my elementary school teacher said, there are stupid questions. Some things are easily found out with the help of a little Google-fu (also a necessary skill). However, I found that watching and asking makes learning much quicker and also in many cases I learn of more logical ways to do things. My lack of experience means that I often cannot plan for scalability issues, and by asking I reduce the need to fix things later on. Also, as mentioned earlier, the industry is still growing and as exciting as this is, the variety of ways to accomplish each tasks can be daunting. So sorry Mr. Sinatra, ain’t gonna do it my way.

Written by Jeff Chang

Extensions & Adrank

What is Adrank?

Your adrank takes into account the predicted impact of ad extensions. This essentially means that ad extensions will have an impact on the price you pay per click (cpc) and the position your ad is eligible to show in.
Adrank is a more important factor in the algorithm which decides whether your ad will be displayed with different extensions/formats.
-> Adrank is a value assigned within Google AdWords.
-> Adrank is assigned at keyword level.
-> Adrank is calculated every time your ad is eligible to appear.
-> Adrank determines where on the page your ad is eligible to show.
How Is Adrank Calculated?
The primary factors in calculating Adrank is:
-> Quality Score
Your Quality Score is a value assigned at various levels of your account. The most important element of Quality Score is:
-> CTR (Click-Through-Rate)
What Are Ad Extensions?

Location extensions

Call extensions


Adding your business address number. Adding a number or “click to call” button. Additional deep links to related pages.


Social annotations

Seller ratings

App extensions

Sitelink Descriptions

Show endorsements from users on your ads. Add customer-submitted ratings to your ad Click To Download” button on your ad Additional descriptions to support sitelinks

What Do We Do?
-> Make sure that clients’ accounts have up to date, and relevant extensions and ad formats.
-> The impact (largely CTR) of your extensions and ad formats (mobile) will see changes for you in terms of your CPCs and Avg. Position.
-> This affects your competitors, even if everything in your account remained the same in terms of Adrank. If their extension impact is greater they will likely see reduced CPC and improved position. Which will knock on to you!
-> Monitor Your Quality Scores – Either take an account benchmark or use a QS tracking script to benchmark your quality scores so you can assure this variable stays the same.
-> Create a spreadsheet for all our clients to document which extensions and ad formats are implemented + the key metrics. (CTR, impression, click type, conversions)
-> Check out the CTRs of your extensions/formats, benchmark, optimise.
Remember this takes into account the predicted impact of ad extensions and formats, so don’t go extension crazy thinking your Adrank will jump. Make sure they are useful and will actually have an impact on CTR.

What Makes Good PPC (Pay Per Click) Campaigns?

Using pay per click campaigns, or PPC Campaigns, is a great way to get better search engine results.  Essentially, there are 5 basic things you need to do in order to get the most out of pay per click advertising. Use keyword tools to analyze its effectiveness.  Share the keyword research.  Keep track of what searches are producing.  Always, always keep continuously monitoring which pages are being downloaded from the internet.  Consider the value of an ad when the natural ranking of a page is working very well.  Link exchange can be great, but pay per click might be needed when you wish to cross categories.
Moving right along then, always keyword selection and adjustment are highly important.  Increasing traffic, improving search engine rankings, buzz talk about your business, and credibility for your website are all things that will get better when you use PPC campaigns.  If you want to do this without paying any money, then you will need to use SEO techniques with some articles and blogs that are online published.  Also, any efforts that you can do in getting backlinks will help your website as well.
The next part of Pay Per Click campaign management that we’ll discuss is your landing pages.  Keep in mind that SEO rules do not apply to pay per click.  Depending on the type of traffic you purchase, this type of campaign can generate some great results.  So put some good time and quality work into the design of your website and landing page. If your landing page appears useful or otherwise a good place to be, visitors will stay, and they will look around.  Make sure your website is easy to read.  Don’t make your pages too long, either.  Use good color designs and give great content.
Understanding the major differences between SEO and PPC is vital to the success of your search engine placement and traffic.  Using pay per click is a more direct, less involved way to get this traffic, while search engine optimization with articles, links, and keywords can be a bit more involved.  Either way, you should try both and see what works for your website or your type of business.  Don’t be surprised if one method works much better for you than the other.  That is often the case.  Each and every business works differently, so the marketing and advertising budgets and outcomes will work differently according to the specifications of each.
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