Improve Click Through Rates - Better PPC Management

One of the driving forces in the PPC algorithms is your Click Through Rates. Spending time, effort and even investing in a PPC expert can help you to double or triple those rates. Not only will that increase your traffic, but it will lower your costs per click.

There are a lot of ways to improve click through rates. Most of them require some rolling up of the sleeves and some consistent effort. If you are not up for that, then consider hiring a PPC management company to do that work for you.

Relevant Keywords

Consider the person typing in the keyword you are advertising on. They want information on that topic. So, make your ad copy speak to them. Put the keyword phrase into your ad copy, if possible. Of course, this may not be easy to accomplish if you have one of those typical PPC accounts that pile keywords into ad groups. But the more you can address the person doing the search, the more your ad will interest them.

If your account is structured poorly with too many keywords into too few ad groups, then you should consider ditching it and starting over. Yeah, I know, that sounds extreme, but the results may be worthwhile in the long term. If it’s too much work for you to re-do, then definitely consider outsourcing.

Hunting for Negative Keywords

Click Through Rates are determined by the number of ads that get clicked divided by the number of impressions that were served. With that in mind, you want to make sure you are not serving up ads on keywords you don’t want to appear on. When you search for keywords that you want to advertise on, also take note of those other variations that you don’t want to appear on. Compiling these and using them appropriate can help drive up your CTRs.

Improving Your Ads

Few items can improve your CTRs as a well-crafted ad. You want your ads to inspire people…to compell them to click. You want to have a Call To Action. You may want to provide some kind of value statement to separate you from your competitors. There are a variety of methods and secrets to better your ad copy, but effort is sometimes the best approach. You want to run split tests.

Split tests are simply running and testing multiple ads on the same keyword. This may appear easy, but there are a variety of factors that come to play. What to test? How long to test them? How often to run split tests? Etc. We could get into discussing mathematical formulas to determine when is a valid split test done, but your eyes may glaze over. If you can commit yourself to daily testing, for continual effort and time…you will make an impact. Sure, you might make mistakes, but the real key here is effort. It will pay off.

Optimizing your PPC campaigns is more than just honing those Click Through Rates. There are ton of secret tips and techniques to it…but putting focus and effort on your CTRs is an excellent beginning. If you are in an expensive and competitive keyword market, you ought to consider hiring a PPC management company. They should pay for themselves and then some. If you don’t have the budget right now, then you’ll need to do the work. Chances our your competitors are getting more and more sophisticated. Don’t let them get the edge on you.