How to improve your CTR for paid ads

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Write content that matches search intent clearly
To increase your click-through rate, first create clear ad copy that matches users' search needs and piques their interest.

This is because users will not click on an ad unless they believe it contains the information they are looking for and can solve their problems or questions.

The easiest way to do this is to include search keywords in your ad text.

In addition, to make it more relevant to them, it is important to narrow the target, such as appealing to users who searched for "Shinjuku beauty salons" by saying "A must-see for those living in Shinjuku!" rather than "A must-see for those living in Tokyo!"


How to understand search intent
The search needs for each keyword can be hr directors contact list understood to some extent by actually searching for that keyword in organic search and reading the articles that rank highly.

This is because Google's search algorithm highly values ​​articles that meet search needs, i.e. articles that solve users' problems, and displays them at the top of the results.


Include words or symbols that will grab the user's attention
The main words and symbols that catch the user's attention are:

Achievements including numerical values ​​(e.g. "Traded results with 1,000 companies")
Conspicuous symbols such as 【】
Words that emphasize the limited time offer (e.g., "July only")
"free"
"official"
A completely different appeal from competitors
Generally, including these keywords will increase the click-through rate of your listing ads.

However, including these keywords does not necessarily mean that your click-through rate will increase, so you should repeatedly conduct AB testing to find ad copy that is likely to increase your click-through rate.


Use ad extensions
Using ad display options tends to increase the click-through rate of listing ads. There are two main reasons for this:

Providing more information to users will make them more interested
By increasing the display area of ​​listing ads, they are more likely to catch users' attention.
Ad display options are options that allow you to add information to your listing ads, and there are more than 10 types of ad display options depending on the information that can be added.

The following article provides a detailed explanation of what types of ad display options are available and how to choose the appropriate ad display option.


What are ad display options? How to use them effectively to improve the performance of your listing ads
There are a huge number of ad display options. The results will vary greatly depending on which option you use. This article explains how to use them.
If you are not yet familiar with the use of ad display options, please refer to this.


Increase your bid to improve your ranking
By increasing your bid and improving your ad ranking, you can increase the click-through rate of your listing ads.

Users do not read all of the articles and advertisements displayed, but rather scan through the top ones and click on the one that interests them.

Therefore, the lower your position, the less likely your ad is to be seen by users.

In other words, by increasing the ranking of your listing ads, they will catch users' eyes sooner than other articles and ads, which will increase your click-through rate.


Reassess the keywords you bid on
In order to increase the click-through rate of your listing ads, it is important to stop bidding on or exclude keywords that your target audience does not search for, or that are searched for by your target audience but do not lead to clicks or conversions.

Also, if you are bidding on keywords that are bringing in a lot of queries that aren’t driving results, one solution is to set those keywords’ match type to a less scalable one.

By preventing your ads from being displayed to users other than your target audience, you can increase the click-through rate of your listing ads and prevent your advertising budget from being wasted.


Set targeting
Listing ads can be delivered to users based on their delivery area, language, gender, etc., so it is important to deliver ads to specific users based on the target demographic.

For example, if you run a locally based store business, it is important to narrow down your distribution area, and if you sell cosmetics, it is important to limit the gender to women only.

In fact, if a listing ad is displayed to users who are not your company's target audience, there is a high chance that they will not click on it, which will cause a lower click-through rate. Even if the ad is displayed and clicked, it will not lead to a conversion, so there is no need to display the ad.

In this way, by setting targeting, you can prevent your listing ads from being displayed to users other than your company's target audience, thereby increasing your click-through rate.


Increase conversion rates
One of the indicators that influences the ranking of a listing ad is the quality score, and another indicator that influences that is the usability of the landing page.

Reference: About Quality Score (Google Ads Help)


In other words, by improving your landing page and increasing your conversion rate, you can improve your listing's quality score, which in turn can improve your ad position and increase your click-through rate.

Please refer to the following article for tips on how to increase your landing page conversion rate.