How to Improve Your Google Ads CTR

If you’re running Google ads, you’re probably familiar with click-through rate (CTR). Without generating enough clicks, Google ads are as good as useless because they don’t drive traffic to the landing pages with relevant offers. That’s why tracking CTR should be a priority as it helps you understand what works best for your customers and measure your Google ad campaigns’ success.

 

In this article, we're going to explore what click-through rate is, what affects it, and how to increase your Google ads CTR for better results.

 

What is click-through rate (CTR)?

The basic definition of the click-through rate or CTR is the ratio between the number of total clicks your ad has and the number of impressions (which is how often your ad has been shown). This ratio is expressed as a percentage, which means the number you get after the division needs to be multiplied by 100.

 

Here’s the CTR formula you can use for calculation:

Now, let’s get more specific. Imagine that your ad was shown 1000 times (i.e. it has 1000 impressions) and got 50 clicks. In this case, you’ll calculate your CTR like this:

The result of the calculation means that out of all times that you ad was seen by users, it was clicked on in 5% of cases. But why is CTR so important?

 

Why is CTR important?

It’s obvious that apart from being shown, the ad should also be clicked. The more clicks your ad gets, the more people are redirected to your website, and the more leads and, eventually, conversions you get. Basically, click is the next step after the impression that a customer takes to progress further down the sales funnel.

 

This makes CTR a vital performance metric that helps you evaluate the quality and relevancy of your ads. By clearly defining the ratio between clicks and impressions, you’ll be able to understand how your audience reacts to each ad and if there’s something that needs to be optimized. The higher your CTR is, the more relevant and compelling your ad is.

 

All of that explains why PPC advertisers are always tracking their Google ads’ CTR and trying to boost it. However, even if you’re tracking CTR in your Google ads dashboard, you might not know whether it is actually high or not. Is CTR of 1% bad? Should you try to get it to 5%? Without understanding the benchmarks for your inductry, you can’t accurately assess your own results, which is why it’s helpful to check the average numbers to draw comparisons.

 

Average Google ads CTR

 

What is a good Google ads CTR? Intuitively, you can assume that the higher it is, the better. What we recommend instead is going by the average CTR for Google ads for specific industries as the vertical you’re advertising in is one of the top factors that affect this metric.

 

According to LocaliQ’s research, Arts & Entertainment, Sports, and Travel industries enjoy the highest CTR while many other industries have average CTRs that can be twice as lower.

Source: LocaliQ/Wordstream

 

After you check the average CTR for your industry, you can often get disappointed by your own results. It’s important to keep in mind that CTR varies between industries based on many factors such as keyword competitiveness, ad relevancy, timing, and so on. So while it’s useful to check the averages, you should pay more attention to your own ads and how their CTR and other metrics change over time.

 

Now, let’s go through the list of recommendations we’ve prepared to help you increase your Google ads CTR.

 

How to improve Google ads CTR 

1. Choose the right keywords

Keywords, keywords, keywords… Google ads are nothing without them, so it makes sense they would influence click-through rates.

 

As Google itself says:

Moreover, here’s why you should put effort into researching and choosing the right keywords for your Google ad campaigns:

1. Matching user intent: when your ad shows up for keywords that match what people are searching for, they are more likely to click on it because it addresses their specific query.
2. Increasing ad visibility: the more relevant your ad is to the keyword and the more this keyword matters to your target audience, the more likely you are to get a lot of clicks.
3. Raising Quality Score: relevant keywords contribute to a higher Quality Score which also determining the ad placement. Ads with higher scores are more likely to appear in top positions, leading to increased visibility and CTR.
4. Reducing wasted clicks: targeting relevant keywords helps you ensure that your ad is shown to users who are most likely to be interested in your offers. This reduces the likelihood of wasted clicks from users who are not part of your target audience, which is essential for not just high CTR but also a better conversion rate.

But how to choose the right options for your specific situation? There are a few keyword strategies that you can try to boost your CTR:

 

Include more keywords

A great idea is to include keywords not only in the text of the ad itself but also in display URLs, headlines, and descriptions. This way you’ll be utilizing all the possibilities that Google provides for using keywords.

 

Keywords in the URL will help users understand your landing page's content before clicking. Keywords in the ad copy will make your ad more relevant and allow you to introduce users to your main offer. Finally, keywords in the headline will grab attention and signal relevance to the search query.

 

Keep in mind that you shouldn’t keyword-stuff your ads, though: it’s a bad practice not only for organic content but for ads as well because it makes them feel more sales-y. Including your primary keyword a few times in your ad and adding some long-tailed variations to make it more specific will be enough to signal relevancy to your potential customers.

 

Try low-to-medium volume keywords

Using keywords that aren't searched for as often, like low to medium volume keywords, can help you get more clicks without spending more money. These keywords have less competition, so people who look them up will be more likely to see your ad. Plus, these are usually the long-tailed keywords – they are more specific, so they are able to attract people who are really interested in what you're offering. This means more clicks and thus a higher CTR.

 

Use Google Keyword Planner to check the search volume and competitiveness for each keyword – this tool will be indispensable for you as you’re looking for the best search terms to target.

 

Pay attention to search intent

Focusing on keywords with specific search intent can help you make sure your ads match what people are searching for based not only on the meaning but also on their intentions – what exactly are they looking for? To simply learn about the potential solutions to their problems, to compare products or services, or to make a purchase?

 

When you target keywords that match a user's search intent, your ads become more relevant to their needs, increasing your CTR as a result.

 

If your ultimate goal is to generate conversions, the main group of keywords you’ll need to focus on are the commercial intent keywords. These search terms are what people type when they're ready to buy something. It's best to focus on these types of keywords instead of informational ones (that people use to simply get information about something) because they can lead to more clicks and better results for your ad budget.

 

For example, if someone's looking to "buy running shoes," they're ready to make a purchase. So, if your ad shows up with keywords like "buy" or specific shoe names, they're more likely to click on it. But if your ad pops up for a search like "how to choose running shoes," the person might not be ready to buy yet. So, targeting keywords related to buying intent can lead to more clicks and better results for your ads.

 

One of the most useful subtypes of search terms with a commercial intent are local keywords that include specific locations. Local searches often indicate high commercial intent, which means people are more likely to click on ads that are relevant to their location. Targeting local keywords can result in higher click-through rates and more effective ad campaigns.

 

Another useful category of keywords are branded keywords: they can include both your own brand's name and also the brand names of your direct or indirect competitors and other brands your target audience might be interested in. Targeting these keywords can be a great opportunity to capture potential customers who are already in the buying mindset. It also provides you with an opportunity to show your customers how your solutions differ from those of your competitors’.

 

Experiment with different keyword match types

There are three main keyword match types available on Google:

1. Exact match: your ads will be shown only when the search query exactly matches your keyword or is a close variant, which means that they are as relevant as they can be.
2. Phrase match: your ads will be displayed when the search query contains the exact phrase of your keyword, but it may also include other words before or after it. This helps you capture different variations of your target keyword while still maintaining relevance.
3. Broad match: you can specify certain words in your keyword phrase that must be included in the user's search query for your ad to be shown. This helps you reach a wider audience while still ensuring some level of relevance.

In general, broad match keywords might generate more traffic but could lead to less relevant clicks, while the exact match keywords might get you fewer clicks but also a more relevant traffic. Your choice depends on your campaign objectives and goals, but it doesn’t hurt to try and test different match types to see what provides the best CTR and quality clicks at the same time.

 

Add negative keywords

Negative keywords are words or phrases that you don’t want your ads showing up for. By excluding specific inappropriate keywords, you’ll stop wasting your budget on irrelevant clicks and traffic, and your ads will be shown to users who actually care about your offers and are likely to click and convert. For example, you might want to exclude keywords like “cheap” or “free” if you’re offering something high-end or simply don’t provide any discounts or deals at the moment.

 

You can also exclude specific terms related to your main keyword that don’t accurately reflect your offers. For example, if you’re advertising a laptop repair business, excluding keywords related to the laptop models you can’t fix is the best way to avoid getting clicks from people who are looking to repair these specific models. The same goes for location-specific keywords: you can exclude keywords with locations that you're not shipping to.

 

This way users will see your ads only when they are relevant to them and you will get only relevant clicks. As you can see, it’s a win-win situation for both parties. In general, using negative keywords for Google ads means that you’ll have more money in your ad budget and you’ll be able to spend it on ads that are more likely to get good results. This also means boosting your CTR and overall ad performance.

 

Use dynamic keyword insertion (DKI) when needed

Using dynamic keyword insertion (DKI) can help you increase Google Ads CTR by making your ads more relevant to users' search queries. With dynamic keyword insertion, or DKI for short, your ads can display the exact search terms people type into Google when they look something up.

 

This can make your ads feel more tailored and personalized to them, so they're more likely to think it's what they're looking for. And when ads match what people want, they're more likely to click on them. Check out Google Ads Help’s resources to learn how to set up keyword insertion for your ads.

 

 

2. Target the right audience

Obviously, your audience plays just as important role in ad performance as the keywords you’re targeting. When you target the right audience, you can increase the relevance of your ads to those users and get more clicks.

 

Here are some targeting strategies you can try:

1. Segment your audience: if you’re targeting distinct groups of people with shared characteristics, use Google ads' audience targeting options to aim your ads at specific segments based on demographics, interests, behaviors, income, etc. When users see ads that are relevant to their interests or needs, they are more likely to click on them.
2. Try location targeting: targeting users in specific geographic locations where your target audience is concentrated can help you run more relevant ads and show different offers for people from different places. This can be helpful if you’re running a local business or offer something specific in each location (e.g. different discounts, delivery options, etc.).
3. Try device targeting: if you know which devices your customers use more frequently, you can use device targeting to reach them in a more effective way.
4. Use remarketing: you should generally run remarketing campaigns if you want to make the most our of your conversion funnel, but it can also help you increase your CTR. Basically, you’ll be targeting users who are already familiar with your business and might need just a little nudge (i.e. the right offer in the ad copy) to click on your ad.

Additionally, targeting the right audience allows you to tailor your ad messaging and creatives to better resonate with their preferences and interests. When your ads directly address your customers’ pain points and the problems they seek to solve, they are more likely to capture their attention and compel them to click.

 

And remember to always start with a thorough audience research to understand your customers better and group them into different segments – this is key to running relevant and personalized ads and getting a high CTR.

 

3. Write catchy headlines

As your ad’s headline is the first thing a user will notice, it needs to be captivating enough. It should grab their attention and spark curiosity to prompt them to click, but it shouldn’t be manipulative or use clickbait.

 

Here are some tips for writing catchy Google ads headlines:

1. Include keywords: obviously, your headline should include your primary keyword to let people know your ad relevant to their search query. You can also play with long-tailed keyword variations to make the headline more specific if that’s what you’re after. However, avoid keyword-stuffing.
2. Align with specific offers or products: headlines that are too vague won’t help you increase your CTR, so consider adding more details to make them more specific and provide the best user experience to your customers.
3. Solve problems: your potential customers are looking to solve specific problems, and you can use that to convince them to click. Describe how your product or service can help them solve their problem in a few words and see your CTR increase as a result.
4. Include numbers: numbers and statistics can make your ads seem more authoritative and your business more reliable, so consider including relevant information to attract more clicks. Specifying the discount amount in the headlines also works like a charm and makes people click at higher rates.
5. Ask questions: this is also a great strategy for making people curious and addressing their problems. You can try asking a question that hits right into the specific pain point of your audience and increase the likelihood that more people will click on your ad as a result.

Catchy and creative headlines can help you get more eyes on your ads and make people curious enough to click. Source: Lululemon

 

Testing headlines is essential for finding the options that bring you the highest CTR, so test several variations with different keywords, tone of voice, messaging, with and without numbers or questions, and so on.

 

And remember to keep your headline short – people won’t read it fully if it’s too long, so make sure you’re communicating the gist of your offer within specific headline length limits.

 

4. Write compelling ad copy

Your ad copy is the next thing people will see after checking out your headline, and it also influences their decision on whether to click on your ad or keep scrolling. A good ad copy can grab users’ attention, explain what you offer, and convince them to take action.

 

Here’s how you can write ad copies that will make more people click:

1. Communicate the benefits: your ad copy should highlight what sets your product or service apart and why customers should choose your brand instead of others to make them click.
2. Cut it short: just as your headline, your ad copy should be short and skimmable and provide all the necessary information about your offer that will make users click on the ad.
3. Establish trust: ad copy can also build confidence in users. When your ad copy is clear, accurate, and free of spelling or grammatical errors, users are more likely to trust your ad.
4. Appeal to emotions: using emotional triggers in your ad copy can make it more relatable to your audience and differentiate it from competitors. You can icorporate language that evokes strong emotions (fear, excitement, hope, etc.), but don’t overdo it.
5. Create urgency: your ad copy can also create a sense of urgency or FOMO (fear of missing out) that motivates users to take immediate action. You can include phrases like "limited time offer" or "act now", or even use a countdown timer that tells users how much time is left till the end of the sale.

A short ad copy additional details (like discount amounts) compels users to make the right choice. Source: Sephora

 

In short, a persuasive and engaging ad copy is essential for achieving higher CTR, so you have to pay attention to it and make sure the first impression your ad makes is a good one. Also, check out one of out previous articles for more tips on how to write effective ad copies.

 

5. Choose an appropriate CTA

CTA is also an important, even if small, element of your ad. If your ad doesn’t prompt users to a specific action, they are likely to hesitate and not click. That’s why it’s to include a clear call to action (CTA) that matches what your audience is looking for.

 

You can try these tips to choose the right CTR for your Google ads:

1. Understand your goals: decide what action you want users to take when they click on your ad. Whether it's making a purchase, signing up for a newsletter, or requesting more information, your CTA should reflect that.
2. Be clear and direct: your CTA should be concise and clearly convey what users can expect when they click on the ad. Use action-oriented language that prompts immediate action, e.g. "Buy Now", "Get your free trial", or "Learn More."
3. Consider user intent: think about the intent of users who are searching for your products or services. Tailor your CTA to address their needs and provide a good reason to click on your ad. For example, you can use a less-demanding CTR like “Learn More” if you’re targeting users who look for information and aren’t ready to convert yet.
4. Create urgency: you can use words that create a sense of urgency or scarcity to motivate users to act quickly. Phrases like "Limited Time Offer," "Act Now," or "Don't Miss Out" can encourage immediate action, but you should use them only when it fits your offers.
5. Match your CTA to your landing page: your CTA should align with the content and messaging on your landing page. While it doesn’t affect the CTR per se, this consistency will improve user experience and increase the likelihood of conversions.

The right call-to-action increases the CTR, but it’s important to align it with users’ search intent. Source: Lululemon

 

By picking the right CTA that aligns with your campaign objectives, addresses user intent, and creates a sense of urgency, you can increase your chances of getting a high CTR. So, never forget to pay attention to this tiny but important part of your ad.

 

6. Use ad assets

Ad assets are extra bits of information you can include in your Google ads to give users more details about your business. They're great for boosting your ad's visibility and relevance, and that can help you increase your CTR.

 

When choosing which ad assets to include in your ads, make sure they match your business and campaign objectives. For example, you can display a specific address and phone number if you’re advertising a local business, or a rating from a review platform if your audience cares about what people think about your products or services.

 

Also, using ad assets, specifically site links with descriptions, can help you get more space on Google. The more real estate you occupy on the search results page, the more likely it is that users will pay attention to and maybe even click on your ad.

 

7. Test different ad variations

So far, we’ve went through multiple elements that can influence your Google ads CTR. It can be difficult to make the right choice in each instance, which is where testing comes into play.

 

Running tests with different ad variations can help you understand what works best for your audience gives you a higher CTR. You can experiment with various keywords, targeting options, ad copies, headlines, CTAs, ad assets, visuals, and test almost every element of your ad.

 

You don’t have to test hundreds of ads, but you need to create enough ad variations to identify the best options. Testing regularly allows you to continuously innovate, compete with other advertisers effectively, and maintain consistently good performance levels. You can include 2-5 ads within each of your ad group and experiment with the top-performing ads to get the testing data faster.

 

It’s also always a great idea to use automated rules to make the testing process easier. With their help, you will be able to automatically scale ads that deliver high CTR and stop the underperforming ones.

 

8. Improve your Quality Score

To rate your ads’ quality and relevance, Google checks your Quality Score. This metric that ranges fro 1 to 10 reflects the chance of your ads getting clicked and assesses the experiences users will have with them.

 

Quality score allows you to see how relevant and useful your ad is compared to other advertisers’. Moreover, it helps Google understand whether your ads are worth being shown so that it knows what ad to show to a specific users at a specific moment.

 

The relationship between Quality Score and CTR is a bit complicated: Google will look on your ad’s CTR to compare it with the ads of your competitors and assign you a score, which means that the higher your CTR is, the better your Quality Score will be. On another hand, the higher your Quality Score is, the better your ad will rank on Google, which means that it can get a higher CTR.

 

Simply put, the Quality Score and the CTR have an influence on each other, that’s why it’s in your best interests to improve both of them. You can check Google Ads Help for more information about what matters when it comes to Quality Score and work on making your score higher.

 

9. Check competitors’ ads

Last but not least, don’t underestimate the power of a thorough competitor analysis – it can help you find the best strategies used by top advertisers in your industry and use them to your advantage.

 

The basic way to research competitors is to google the keywords they can potentially use in their ads or just go to Google Ads Transparency Center and look up their ads. When researching, pay attention to how the ads displayed for particular keywords relate to these search terms: how and where do they use the keywords (e.g. in the headline, description, etc.), what ad assets are used in the top-displayed ads for a certain keyword, what is the main focus of the ad copies, and so on.

 

After analyzing your competitors' ads, you’ll be able to find opportunities to differentiate your ads and make them stand out in search results. You can fill in the gaps left by your competitors in terms of messaging, value proposition, pain points addressed in the ad, and so on.

 

Moreover, the ads you’ll see when you look up your competitors probably have a good CTR, which is why they’re running them in the first place. If you correctly identify the patterns that well-performing ads share in common, you test your own ad variations a lot faster because you’ll know what things should be prioritized when experimenting.

 

Conclusion

To generate more leads and get more conversions from your Google ads, focus on the initial interaction with your potential customers, which often starts with ads and their click-through rates (CTR).

 

Luckily, improving CTR for Google ads is not that difficult. If you follow the strategies we’ve explored in this article, you can be confident that your ads will be getting a decent number of clicks.

 

Keep in mind, however, that CTR is just one of the many indicators of campaign performance, and there are other KPIs (like ROI or conversion rate) you should pay attention for a holistic approach to Google advertising.

 

The ideal scenario is getting both a lot of impressions and a high CTR from your Google ads. However, clicks also have to be of a high quality if you’re looking for conversions and not just traffic. Impressions, clicks, and conversions must all come together for creating an optimal ROI, so make sure to track them all and optimize your ads accordingly.