How To Improve Your Click-Through Rate In Google AdWords
By Kalena Jordan ©
If you use Google AdWords, you'll know that getting a high click-through rate
("CTR") is important. Here's how I fine-tuned my AdWords campaigns
to boost my
Like many people who run a business via the Internet, I use
affiliate programs to supplement my income.
One of the affiliate products
I use myself and love to promote - Proposal Kit at
http://www.proposalkit.com/kits/pkhelp.htm - had been performing particularly
well for me recently and I decided to help things along by creating a Google
AdWords campaign based around my reviews of the product.
After one month,
the campaign was going ok, I was getting a few sales here and there and
certainly making a good ROI on the promotion. However, although my Click Through
Rate (CTR) was pretty good (1.2%), it was starting to slide backwards and I
thought I could do better.
As you probably know, your ad position in
Google relies heavily on your CTR compared to that of your competitors, so I was
keen to turn things around and keep my high ad positions.
time, I bought Nick Usborne's book Net Words and started to read it, taking
notes as I went. I realized that according to Nick's philosophy, my AdWords ads
were flat and boring. They were just not appealing enough to entice people to
click on them.
As Nick explains in his book, "Being blah guarantees
you'll never be heard."
So I set about re-writing some of my ad text to
speak more directly to my audience and ask them a question that required a
response. Below is an example of an ad targeting the search query business
proposal before I changed the text:
Business Proposal Kit
sale with a professional
business proposal template kit.
is the text I replaced it with:
Need a business proposal?
your own professional
proposal with our template kit.
The aim was
to get my average CTR for the entire campaign up to around 2% from the existing
1.2% it was sitting at. I logged off for the evening and went to bed, not
expecting too much. The next morning, I had messages in my email in-box advising
me that I had made 3 sales overnight! I was quite excited and logged into
AdWords to see how things were going.
Sure enough, my clicks were way up
and two of the three AdGroups I had edited were showing an average 33% CTR! My
overall campaign CTR had risen from 1.2% to 2.4%. I had never experienced CTR
that high before. The ad I had changed used to show a 2.5% CTR and after a few
days the replacement ad displayed a 4.3% CTR.
More motivated now, I
studied the ads that had attracted the most clicks and created more ads around
related keywords and phrases, using similar headlines to the ads that were
performing the best. This time, I incorporated Nick's advice to use short and
Below is an example of an ad I was using to target the
search query seo contract before I changed the text:
Proposal Kit provides a perfect SEO
contract template. Read our
And here is the text I replaced it with:
After another week, my
average CTR for the whole campaign jumped from 2.4% to 4% and I had a couple of
ads showing 100% CTR! You can imagine how excited I was. Of course the high CTR
builds on itself because the higher your CTR, the higher your ad position and
the higher your ad position, the more clicks it is likely to attract. So my
campaign had jumped from 1.3% in the first month, to 2.4% in the second month
and after my fine-tuning, it's now showing a 4% CTR consistently. And the sales?
Well I now average between seven and ten sales per week, up from two per week
over the past six months and my affiliate commission is at an all time
The exercise just goes to show that a few thoughtful tweaks to
your ad copy can make a HUGE difference to your bottom line. So what are you
waiting for? Go tweak that copy in your own PPC campaigns...
|Article by Kalena
Jordan, one of the first search engine optimization experts in Australia, who is
well known and respected in the industry, particularly in the U.S. As well as
running her own SEO business, Kalena manages Search Engine College http://www.searchenginecollege.com, an online training
institution offering instructor-led short courses and downloadable self-study
courses in Search Engine Optimization and Search Engine Marketing