Pay-Per-Click Campaign Management Tips: 7 Ways to Improve CTR

Our Digital Marketing Company Explains How to Improve Your Click-Through-Rate

We know from experience that digital marketing techniques can help a business succeed. Our digital marketing company uses a combination of pay-per-click advertising, search engine optimization (SEO), cutting-edge website design and social media marketing to help our clients succeed. Pay-per-click advertising, also called PPC, is a digital marketing option you could utilize to obtain more clients and customers for your business.

There are right and wrong ways to create effective PPC ads. Ultimately, you want your ads to have a lot of engagement, or a high-click-through rate. Below, our tips go over how to improve and monitor a paid search campaign.

What Is Click-Through-Rate (CTR)?

There are a number of different performance metrics our PPC strategists use to determine the success of an ad. However, click-through-rate (CTR) is one of the most important metrics, as it measures how many people are seeing and then clicking on your ads.

CTR is measured by dividing clicks and impressions. Impressions are how many times your ad appears. If an ad had 5 clicks and 100 impressions, then the CTR for that ad would be 5 percent.

You want to have a high CTR because it would mean your ads are showing up well and receiving a lot of attention. A high CTR means you will likely receive more business opportunities from an ad.

If your ads have a very low CTR, then you should consider adopting the tips below. You can also contact us to set up a free consultation if you have more specific questions about PPC ads.

1. Use Enticing Language On Your Ads

Use enticing language that gives people a reason to call your business or fill out a contact form. If you are a personal injury attorney, make sure your ads mention that you offer free consultations. You may even be able to include information about previous settlements or verdicts. Both are examples of including enticing language in a PPC ad.

If you are a storefront or service provider, you may be able to use a sale or special offer to bring up the CTR for your ads. If you have a high number of impressions but no clicks, it is possible that your ads are not giving people sufficient reason to call your business.

2. Test Your Landing Pages Regularly

In addition to including enticing content on your ads, you should also be sure to do the same with landing pages. You do not want your landing pages to have a high bounce rate, where people land on a page and then instantly leave.

Consider setting up A/B testing for your landing pages. This is where you make minor changes to an existing landing page, and then run it as a separate ad. With A/B testing, you can determine which landing page design led to the most conversions.

3. Maintain a Negative Keyword List

Negative keywords are keywords that you do not want your ads to show up for. As a general rule, you should identify and list keywords that are triggering your ads. From there, you should identify keywords that you do not want to trigger your ads.

You can exclude leads that are unlikely to convert by using a negative keywords list. Additionally, a negative keyword list can help you control costs for your PPC campaign by eliminating harmful keywords.

4. Identify Your Best and Worst Keywords

In addition to maintaining a list of negative and poorly performing keywords, you should also keep track of your best keywords. You should have a good idea of which keywords can drive the most clicks to an ad while costing the least amount of money. This can be a difficult process, and in many cases, it is simply easier to work with a digital marketing company.

The goal is to choose keywords that provide the greatest return on your investment. Good PPC keywords are relevant to your business, targeted at your clientele, and not overly competitive or expensive. You can use tools like SEMRush to identify keywords with high search volume and low CPC.

5. Never Ignore the Power of Geotargeting

Many types of businesses can take advantage of geotargeting options during a PPC campaign. With geotargeting, you can put ads in front of people in specific locations, such as a city or town. Your ads could be more relevant to people in certain areas, which would increase the CTR.

6. Use Customer or Client Reviews

If your business has a large number of good reviews online, see if it would be possible to utilize this positive feedback in your PPC ads. Remember, the ultimate goal here is to get people to click on your ads.

By including positive reviews, you are telling people that you are a trustworthy business. If you have higher review scores than your competitors, then you should never neglect to mention your reviews. Check out our blog to learn more about how to improve reviews for your business.

7. Check Out Your Competitors

There are a number of tools you can use to see how your competitors are utilizing PPC ads. SpyFu is an example of a tool that can compile extensive data on competitors for a PPC campaign. SEMRush has some similar features that can offer assistance while creating ads.

If your competitors are doing something right, then you should make sure to include a similar or improved technique in your own ads.

We Can Help With Pay-Per-Click Campaign Management

MediaSmack can help your business or law firm with pay-per-click campaign management. We can also help with paid ads on other platforms. Contact us to learn more about how we can help. You can schedule a free consultation with us by dialing (888) 530-2935 or by using the contact form on our site. Like us on Facebook for future blog updates.

Zach Thompson Avatar
Author Zach Thompson
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