Understanding click-through rate and the factors that contribute to it can help you maximize your marketing dollars with search advertising.The click-through rate is the ratio of the number of times an ad is clicked to the number of impressions, or times it is displayed. There are many strategies and methods that help improve your click-through rate. Try focusing on the following elements.
Write more effective ads
You can write compelling ads that target the right customers and improve your return on investment. The key is following the simple guidelines to create stellar ad copy. Make sure you are clear and specific, speaking directly to customers and following rules of grammar, spelling, and capitalization. You should also use customers’ language, highlighting the product and service benefits that your customers are looking for.
Improve your campaign structure
Have you tried variations of ad copy and ad groups? To zero in on the most effective ads, try testing at least three and no more than five variations of the same ad.
You should focus on the top performers and remove poor performers. By reducing the number of redundant ads and duplicate keywords within your account you ensure that lower performing ads are completely removed from your campaign’s ad rotation.
You can also break up ad groups that have many keywords and generalized ad copy into smaller, multiple ad groups. Each ad group should target specific demographics, products, offers, or ad intent, such as brand building versus conversion. Instead of supporting a "Great electronics for a low price" ad with keywords such as Best Buy, computers, cell phones, batteries, and Sony, create separate ads targeted to each keyword and its related terms.
Boost your ad position
The position of your ad on a Bing or Yahoo! Search results page or a content-based webpage is determined by how it ranks against competing ads. You want your ad to have a better position to give you a better chance of attracting the attention of your target customers.
To start, try raising your default bids to try to gain ground over your competitors. You can also bid for targets by location and bid for a specific demographic. These incremental bids give you an opportunity to pinpoint your audience and increase your ads’ exposure to your target customers. Incremental bids increase your overall bid, so that your ad can appear in a higher position, and a higher position increases the probability that a customer who is interested in your business or service will see your ad and then click on it. This increases the probability that the click will result in a conversion.
