How to increase click-through rates (CTR) on Google Ads?

Achieving a high click-through rate (CTR) is crucial for the success of your Google Ads campaigns. CTR represents the percentage of people who click on your ad after seeing it, reflecting how well your ad resonates with your target audience. A strong CTR leads to better ad performance, lower costs, and higher Quality Scores. In this detailed guide, we’ll explore proven strategies to improve your CTR and make your ads more compelling.

Why Click-Through Rate Matters

CTR is more than just a performance metric—it influences multiple aspects of your Google Ads campaigns:

1. Quality Score Improvement: A higher CTR signals relevance to users, increasing your Quality Score.
2. Lower Cost Per Click (CPC): Google rewards ads with high relevance and CTR by reducing CPC.
3. Higher Ad Rank: Better CTR improves your Ad Rank, helping your ads appear higher on the search results page.

Below is a simplified graph illustrating the effect of improving your CTR on Google Ads on your CPC, your Ad Rank and your Quality Score.

1. Craft Compelling and Relevant Ad Copy

Use Action-Oriented Language

Engage users with verbs that inspire action. Phrases like “Get a Free Quote,” “Shop Now,” or “Discover More” encourage users to click and take the next step.

Highlight Unique Selling Propositions (USPs)

Focus on what sets your product or service apart. For example, instead of a generic ad for a landscaping service, emphasize “Eco-Friendly Landscaping with Same-Day Service.”

Include Numbers and Statistics

Ads with data points (e.g., “Save 25% on All Purchases” or “1,000+ Happy Clients”) tend to grab more attention and build trust.

Example Implementation

A travel agency promoting holiday packages might write:
“Exclusive Winter Getaways – Save 40% on Ski Trips – Limited Time Offer!”

2. Leverage Ad Extensions

Ad extensions enhance your ads with additional information, increasing visibility and CTR.

Types of Ad Extensions

• Sitelink Extensions: Link to specific pages like “Pricing” or “Contact Us.”
• Call Extensions: Add a phone number for direct calls.
• Location Extensions: Include your business address for local searches.

Adding these extensions not only provides more reasons to click but also increases the ad’s footprint on the search results page.

3. Optimize Keywords for Relevance

Using highly relevant keywords aligned with user intent significantly boosts CTR.

Match Types for Precision

• Broad Match: Offers flexibility while maintaining control over relevance.
• Exact Match: Ensures the ad shows only for precise keywords.
• Phrase Match: Balances precision and reach by targeting searches containing a specific phrase.

You can learn more about keywords match type by visiting the official documentation of Google.

4. Align Ad Copy with User Search Intent

Understanding search intent helps you write ads that address user needs:

• Navigational Intent: Target users looking for a specific brand. Example: “Official Nike Store – Shop the Latest Collection.”
• Informational Intent: Use educational headlines. Example: “Learn How to Save on Energy Bills – Free Guide Inside.”
• Transactional Intent: Focus on direct offers. Example: “Buy 1, Get 1 Free – Shop Summer Deals Now.”

Matching the ad’s tone, language, and offer to the user’s intent increases relevance and clickability.

5. Use Dynamic Keyword Insertion

Dynamic Keyword Insertion (DKI) automatically updates your ad text to include the user’s search query. This increases relevancy and CTR.

Example of DKI Syntax

Buy {Keyword:Affordable Shoes} Online – Fast Shipping Available

If a user searches for “Men’s Running Shoes,” the ad headline updates to:
Buy Men’s Running Shoes Online – Fast Shipping Available

6. Use Emotional Triggers and FOMO

Appeal to emotions and create urgency:

• Scarcity Language: “Limited Stock – Order Now” or “Only 5 Left in Stock!”
• Fear of Missing Out (FOMO): “Don’t Miss Out – Sale Ends Tonight!”

Emotional appeals tap into users’ psychological drivers and prompt immediate action.

Aaron Young From Define Digital made a great video (available below) about copywriting for Google Ads, watch it to learn more about how to use emotional triggers in your ads.

7. Refine Your Targeting

CTR suffers when ads are shown to the wrong audience. Use these strategies to refine targeting:

• Location Targeting: Show ads only in relevant geographic regions.
• Audience Segmentation: Use audience targeting to reach users based on demographics, interests, and behaviors.
• Ad Scheduling: Display ads during peak hours when users are more likely to click.

8. A/B Test Your Ads

Testing different versions of ad copy allows you to determine what resonates most with your audience.

Key Elements to Test

• Headlines
• Call-to-Actions (CTAs)
• Ad Descriptions
• Use of Keywords

Google Ads provides built-in tools to automate ad testing. Consistently reviewing performance helps you iterate and improve over time. You can use the Experiment tab in your Google Ads dashboard to A/B test various aspects of your campaigns.

Conclusion

Increasing your Google Ads click-through rate requires a combination of strong ad copy, relevant targeting, and strategic use of extensions. By continuously testing and optimizing, you can boost engagement, lower costs, and improve the overall performance of your campaigns.