Let’s first understand what Google Search Ads is. These are basically the text ads that are shown between search results on a Google results page. Now, why do businesses as well as individuals use it so often? According to some data, Google Ads can enhance brand awareness by 80% and position your business on a display network of 2 million websites. So, it’s evident why individuals use it frequently.
While handling a Google Ads account, one of the metrics businesses/individuals should be focussed on is the click-through rate (CTR). This metric demonstrates the sum of users that click on your ads in a certain period. It may be exceedingly high or astonishingly low, but you should not be disappointed or over-excited about it. It needs to be worked on continuously otherwise it may fall drastically. Businesses won’t attract the traffic, queries, or deals that were anticipated and it will disturb your business objectives and ROI while helping your rivals. So how do you boost Google Search Ads CTR or click-through rates? Keep reading…
Elaborated below are 10 recommendations to boost CTR (Click through Rate) –
Compose Gripping Headlines
Since your headlines seize attention and extract responses from users, businesses and individuals cannot deny the importance of headlines. Convincing headlines attracts clicks without a doubt. So, incorporate command words, numbers, and emotional triggers to make it inviting. Certainly, include your main keyword. Take for example, in place of “Purchase Wrist Watches Online,” test with” 35 % Off: Travel in Style with Our Customized Wrist Watches.” Some data shows that headlines comprising numbers attain a 200% better CTR and approximately 25% higher conversion rates.
If you’re running promotional campaigns or providing limited-time deals, adding time-sensitive promotions and promo codes to headlines will encourage more clicks as individuals will be curious to know more about the campaign. Moreover, this will surge the CTR and thereby, it will also lead to a conversion boom.
So, assess diverse versions to understand what reverberates with your target demographic. Take note, character limits are restricted, so make sure every word is used appropriately.
Design Appealing Ad Copy
An engaging ad copy always helps. Your ad copy should prove your understanding of the users and what propels them to take action and evidently present constructive solutions. Ad copies should highlight your USP and communicate certain urgency. Use vigorous phrasing for presenting both user benefits and product information. In place of “We sell organic food,” attempt “Give a Boost to Your Diet: Consume 100% Organic Food.” Add a firm call to action (CTA) that generates a prompt response.
Incorporate Emotional Triggers
Since emotions impact decisions, as well as ad clicks include words, phrases, images, or sounds that arouse a definite emotive response in your audience. Tap into your audience’s ambitions, concerns, curiosities, excitement, fear, frustrations, desires, and more within your ad copy. Incorporate terms that trigger pertinent feelings, moods, etc., about your offerings and deals. For a yoga center offer, try out “Transform Your Body, Set Free Your Confidence, total Makeover, etc.” as an alternative to just listing facilities and all. Try to comprehend what influences your target demographic on a more profounder level. What are they chasing safety, adventure, makeover? Align your emotional triggers to reverberate with those requirements, building improved connections and thereby increasing CTRs.
Add Social Proof
Basically, social proof is a psychological phenomenon that defines how individuals are swayed by the activities of their peers or others. They exhibit the tendency to imitate those actions to adapt to societal standards and expectations. So, generally, users trust peer opinions, suggestions, and expressions. Demonstrate integrity by highlighting social proof in your ads. Apply review mark-ups to display star ratings. Incorporate data that puts forward your approval, popularity, or accomplishment, like “Trusted by 10,000+ Consumers” or “90% Positive Reviews,” etc. If you received any popular awards or have collaborated with well-known clientele, mention them. This competently shapes faith in your brand, pushing users more often to click versus competitor ads.
Also, Employ Negative Keywords
Your objective isn’t to reach the most extensive number of audience. You should be able to influence a particular group of consumers who are intent on knowing and buying your products/services. First, they will provide you with their clicks and next, their money.
Now, positive keywords are the phrases you want to target with your ads, whereas negative keywords are the terms you want to omit.
If you want to cut down the user group to merely your target audience, it’s a prerequisite to incorporate negative keywords. These negative keywords are expressions similar to the ones you’re targeting. But they aren’t pertinent or relatable to the individuals you’re trying to draw.
So, by eliminating negative keywords, you will remove irrelevant users from your ad campaigns and improve ads’ CTR.
For instance, if you add “discount” as a negative keyword, your ads won’t appear in searches that comprise the word “free”.
By generating a negative keyword list, you’ll be able to exclude inapt search and make sure that your ads are absolutely compatible with the search intent of your audience.
Use Long-tail Keywords
Long-tail keywords are search phrases that are lengthier and more precise than generic terminologies. These generally contain three to five words. They are less competitive than generic keywords and can assist you in targeting particular demographics and subjects. These are more focussed. For instance, rather than targeting just “raincoats,” go for “men’s raincoats, size XXL, long-lasting material.” Data proves that searchers keying in long-tail keywords are normally more inclined towards purchase. Build committed ad groups for your long-tail terms to facilitate extremely relevant and targeted messaging.
Schedule Your Ads with Proper Planning
You might want your ad to be displayed whenever a client searches online possibly only on particular days, or throughout business hours when you are actually available to manage consumer inquiries. Now, you can apply the ad schedule to: 1. Identify certain hours or days of the week when you need your ads to be exhibited. 2. Fix bid adjustments to increase or reduce your bids for precise days and times.
Actually, ad scheduling facilitates showing your ads during peak times. So, evaluate data thoroughly to identify peak times for clicks and conversions.
For example, a B2B firm may gain traction during weekday business hours, whereas an amusement park views upticks on the weekends. Enhance bids during high-performance periods to make the most of visibility when users convert.
Implement Countdown Timers
What is a countdown timer? A countdown timer is a virtual clock on a landing page that counts down from a particular number/ date to point toward the commencement or conclusion of an event/ offer/campaign.
Countdown timers indicate urgency and are utilized to create hype and anticipation for impending sales, events, product releases, or show premieres. By setting it up you can considerably upsurge CTRs. They work fine for limited-period promotions/events/offers. This dynamic feature updates instantaneously, encouraging users to click before the deal/offer ends. Use countdowns judiciously and exclusively for honest temporary offers to retain audience faith.
Continuously A/B Test Your Ad Copy
When you’re finished with your ad group, it’s better to test out which ad copy serves your purpose best. This is the only genuine method to generate a greater converting ad copy.
By monitoring which ad variant achieves better CTR, you can finally decide which ad copy is the finest.
Now, split testing is a stress-free method to detect which headline, description, or image performs best for your target market. You can actually test diverse ad copies in contrast to each other. Run them alongside with all the features being alike. Subsequently, you produce new ads to test out different features.
Again, conversion tracking is critical when you want to understand which ad copy fetches the maximum conversions. Else, you won’t discern if it’s working or not. So, utilize this chance to study and comprehend more about what functions well for your target audience and optimize your Google Ads CTRs in the forthcoming days.
Intervene to Remove Click Fraud
What is click fraud? Click fraud happens when a human/ software program/bot clicks on ads /web pages/ buttons pretending as genuine users but without any real interest in the item or conceivable intention of following through with procurement. In fact, the objective is to mislead a platform/service into believing genuine users are interacting with the content.
Now, analytics play a huge part in CTR boosting. Data shows that up to 50% of clicks on Google Ads links occur accidentally or are absolutely bogus. The majority of these clicks come from web crawlers and bots.
The important question is why would somebody program bots to click on your ad? It’s hard to understand. There’s always a chance that one of your business rivals is employing bots to twist your analytics and drain your promotional budget.
How can you confirm that somebody is playing with your advertisement campaign? When your under-performing ads unexpectedly start fetching a huge amount of traffic, someone may be messing around.
So, to make sure that your CTR numbers are tangible, you can use anti-click fraud software. This will stop bots from continually clicking on your ads.
Conclusion
Spending more money doesn’t guarantee that Google will display your search ad to users. Added aspects like Quality Score also disturb your ad’s visibility. But even if you ensure that your ad appears, receiving clicks is the subsequent huge challenge. The declining click-through rate on Google search ads is an issue brands struggle with constantly. Again, the fallout of this low CTR is a low-Quality Score, thereby, resulting in poor visibility. It’s a sequence. Now, if the readers of this write-up implement the above pointers successfully, they can get the desired result.
