50 Strategies To Increase Click Through Rate Via PPC Advertising

Increase Click Through Rate

There remains a plethora of old and new ways for businesses and advertisers to increase the click-through rates of their campaigns via Paid Search.  We could have increased this list to 100 or even 200 strategies worth implementing.  But by keeping the list to 50 targeted techniques, we are able to focus on the main ones that will have the biggest impact.  In addition, this list does keep conversions in mind but occasionally we throw that out because some companies are less focused on ROI and more on brand awareness.

Keyword Performance Chart

Benefits Of Increased Click Through Rates

There are times when higher click-through rates are not beneficial to businesses and advertisers (i.e. your cost per lead is incredibly high), but overall increased click-through rates are essential to well performing campaigns for several reasons.  First, higher click-through rates allow for an overall lower cost per click at the campaign level.  This will be explained in the strategies advertisers can use, but overall it creates a higher quality score, which reduces cost per click overtime.  Second, you also get more out of your paid search budget by having your campaign more targeted because you know your ads are more targeted and you’re not wasting your budget on non-targeted clicks.  Third, you create a higher likelihood of outperforming your competition who is advertising alongside your ads.  Part of our job as advertisers is to draw attention away from their paid search advertisements and get the targeted searcher to view ours.

We broke down these strategies into five different levels of campaign creation that can impact click-through rate including pre-campaign building, Campaign Level Changes, AdGroup & Ad Level Updates, Keyword Level Modifications, and finally steps you should take after the full creation of the campaign. 

Pre-Campaign Build

Consult With The Client Or Your Company

This is by far the best means of increasing the click-through rate of a campaign.  We try to ask in-depth questions to understand the industry, the market, the business, the target audience, and the competitors.  This knowledge and insight allows you to methodically think through what is likely to be effective and what keywords you want to stray away from.  Here are some initial key questions worth asking:

  • What products/services do you provide?
  • Are you currently offering any special promotions?
  • Who are your main competitors?
  • What impact will your product/service have on the end consumer?
  • What is your value proposition?
  • What has given you a competitive advantage over the past year?

Review Competitors’ Ads & Websites

Competitive analysis is the cornerstone of strategy for any business.  It is even more critical in the world of pay-per-click advertising.  Reviewing a competitor’s company and its ads after you’ve typed in some sample keywords can provide you with ideas on how to create a targeted campaign as well as how they are performing.

Think of the Marketing Funnel

Digital Marketing Funnel

In my post last month, I wrote about the digital marketing funnel and how to think through PPC advertising more effectively.  Overall, consider where your client is in the marketing funnel and where those keywords fall.  For example, if you are advertising t-shirts, it may be a better to target keywords that have purchase intent couple with t-shirts such as “buy customized t-shirts” or “discounted funky t-shirts.”  These are direct response keyword phrases whereas “cool t-shirts” would likely result in lower click-through rates and even conversions.

Consider the End Conversion Goal

Don’t consider the end conversion goal simply to increase the click-through rate of the campaign.  Thinking about the end conversion goal will allow you to create targeted campaigns because you are focusing on the needs and wants of the searcher.  Is the conversion goal a phone call, an email sign-up, or a purchase?  This part of the process helps with clear call to actions and other action verbs worth adding to the adverts.

Don’t Be Shy to Use a Few Tools

I use several tools to help with the idea creation process before and after I’ve consulted with the client.  Some of those tools include SEMRush, VisualThesaurus, PPC Campaign Builder, the classic Google Keyword Planner, and Ubersuggest.  These tools will save you time and allow you to effectively create a stellar campaign.

Landing Page – Modify & Enhance

This may not increase the click-through rate of your Ads, but it does lend itself to generating better ideas for more targeted Ad copy.  As you go through the landing pages in which you’re sending traffic to, you will then be able to lower your quality score, potentially increase your Ad position, which then translates into a higher click-through rate.

Campaign Level

Build Multiple Campaigns

Many people fall into the trap of creating one campaign for all of their paid search needs.  For example, a general contractor may provide multiple services including electric, heating, and water.  Instead of creating separate campaigns for each service, advertisers create a campaign lumping all of their services into different AdGroups (sometimes the same AdGroups).  By creating a campaign for each service, you are given better control on how to use the keywords and this also translates into higher click-through rates for the individual campaigns.

Justin Croxton
Justin Croxton is the CEO of Que Commerce, a New Jersey digital marketing agency centered on the world of search engine optimization (SEO), paid search (PPC), content marketing and analytics.
Justin Croxton
Justin Croxton

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11 thoughts on “50 Strategies To Increase Click Through Rate Via PPC Advertising

  1. Very informative and inspiring article, thank you. Great read.
    Question: Within the “Landing Page – Modify & Enhance” section, should it read “you will then be able to lower your quality score,” Would enhancing landing page relevance not “increase” quality score?

    1. Oops. Typo. Certainly enhance quality score. That is the premise behind improving landing page quality. Thanks Cheryl…when you write a 3,700 word post, you’re bound to miss something.

  2. Some really great tips Justin always good to review practices -I to have moved away from allowing google control offer my strategies – thx for sharing – worth mentioning adding common Negative keyword as a list and also having Negatives at group and campaign levels

  3. Excellent article Justin, thanks for sharing. Like you said, you could have listed hundreds of other strategies, but these are some of the best.

  4. Hi Justin,

    Your article is really helpful, thanks for writing. I am looking forward to read more articles in future. Keep writing!!! cheers.

  5. Hey Justin you have really written a very good piece of article over PPC and this one is really very informative and worth reading. 50 strategies to increase CTR in PPC is a good write on this topic.

  6. I think it would be nice if people would quit blatantly assuming that “more is always better” when it comes to adding extensions. Yes, adding more opportunities for people to click is an excellent ROI strategy for Google — but not necessarily so for advertisers. More clicks does not necessarily turn into more conversions.

    1. I hear what you’re saying Mike and thanks for the perspective. Keep in mind that a higher click through rate is typically the goal for any advertiser. The more relevant people they get to their business, the more chances they have at conversion. That doesn’t mean a higher CTR translates to higher conversion rate.

      Now of course if it’s best for an Ad to be in positions 4 – 11 due to the CPA is lower, then that’s fine. Of course the CTR will be lower but who cares, but we ultimately wanted to equip people with perspective on how to maximize their paid search budget with achieving higher CTR’s/

  7. Hi Justin,
    I have used prominent call to actions and it has dramatically increased my click-through rate. Along with it I have also reduced the number of keywords per Ad Group. Thanks for sharing this informative post on PPC advertising.