5 Quick Ways to Improve PPC Click-Through-Rate
The number of clicks and received and the amount of traffic driven are perhaps the key performance indicators for any PPC campaign. While ad text and testing is the route oft-taken to increase CTR, sometimes you require additional movement in the metrics as compared to what regular testing can allow. Further, the problems caused by ad text in updating your ads also need to be addressed at times. In such cases and others, the tips given below will come in handy to raise your CTR up by several notches.
1. Add Negative Keywords
The first basic formula applied by any competent PPC company in India or abroad is about using the keyword column that has been added by Google to their SQR. Keep in mind that you won’t get as much information as you would like, especially on search terms that does not bring in clicks. But negative keywords can go a long way in driving clicks as these help in making sure that your ads appear only to people looking for what you offer. This additional level of control can boost your click through rate (CTR), bring down your average cost-per-click (CPC), and increase your ROI.
2. Match Between Messaging and Queries
SQR’s should be utilized to gain insights about user behavior and draft ad-text that a user can connect with. Even if keywords are applicable to what your brand does, a consumer will not click on your ad until and unless ad-text relates to his or her preference. In case the messaging isn’t matching with the query and there’s no other way to do so, those terms should be stopped being targeted.
3. Remove Match Types with Poor Performance
Another way to increase your click-through-rate is by targeting well-thought out keyword match types. These match types aid in controlling the searches that can trigger your ad. While the ‘exact’ match type fetches excellent results most of the time, ‘phrase’ and ‘broad’ might lag behind at times. For better results, using broad keywords should be put on hold. Though this is going to affect volume but CTR will improve. Further, broad keywords can be replaced with modified broad keywords.
These steps will remove variations and synonyms for your keywords but will still leave room for closer variations. This would result in tighter targeting and higher CTR’s for your PPC campaign.
4. Device-Specific Strategies
Companies offering PPC services in India should also consider the change in types of devices used by the consumers. A cross-device PPC package is a viable option as people now use devices other than desktops to browse, buy and make transactions online. Hence, ensure that your PPC campaign is structured and optimized for all modes of internet browsing.
5. Raise Your Bids
Average positions ranging between 1 and 2 have a great impact on your CTR. Bidding everything to position 1.2 generally improves CTR results, but a high CPC is also required in this case. Divide your traffic into two segments; ‘top vs. others’ and you would observe that anything on top of the results is going to have a way higher CTR. Try to reach to the top of the page wherever it is feasible and cost-effective but refrain from going overboard while doing so. Further, optimize where you can, bid up the most valuable keywords but never lose focus on returns.
Do keep in mind the tips mentioned above while undertaking a PPC campaign, but always remember to keep an eye on the kind of clicks that you are getting to derive optimum results out of your PPC campaign.
For well-strategized and cost-effective PPC packages in India, get in touch with us at Techmagnate.
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