Some experts say that the best measure of marketing’s performance (which is often hard to analyze) is how many people you get to take the next step. That shows commitment and willingness.
Compare that to vanity metrics that don’t have much meaning, which include things like followers, likes, and shares. Just because someone engages with your company, that doesn’t mean they have much of an interest beyond that.
However, if they take the next step you ask them to, that’s a much more powerful sign of interest. So, when you get a good click-through rate (CTR), that’s likely going to indicate decent sales on that keyword too.
Check out these reasons why you may not be getting the click-through rate you want:
- Ineffective Ad Titles
The first thing any searcher sees is your ad’s title. It’s big and blue – possibly right at the top of the search results. Every word you use counts. And the precise words you say can greatly affect clicks.
Even if you communicate the same idea, you can get dramatically different results with various words. Aim to use ones that your customers might use to describe the products and services you offer for best results.
- Bidding Too Low
It’s nice when you find a keyword you can bid low on, and yet still rank high for that key term. If you target lots of keywords, you’ll undoubtedly have a couple where you have to adjust your bid upwards.
Remember, Adwords is Google’s big moneymaker, so they’re going to do everything they can to make sure those bids stay high and keep Google profitable.
- Not Using Ad Extensions
“Ad extensions” let you make little improvements to your ads that actually can boost your CTR quite a bit. However, they only show when you rank in the top two positions for your target keywords.
A call extension, for example, lets you put your phone number directly in the text of your ad. “Sitelinks” let you promote additional links on your ad.
Small, but powerfully helpful for your CTR. And there’s many more extensions than just these.
This guide is a very simple overview to boosting your click-through rates. But, implementing each of these ideas can shoot your CTR through the roof.