How to Improve AdWords Click-Through Rate (CTR)

Click-through rate (CTR) is a key metric used in Google AdWords. Expressed as a percentage, it reveals the ratio of users who click your ad to those who see it. If 10,000 people see your ad and 1,500 click it, your ad has a 15 percent CTR.

By monitoring the CTR of your AdWords ads, you’ll know what compels users to click and what doesn’t. This is important because CTR affects the total traffic your campaigns receive as well as the Quality Score of your keywords. So, how can you increase your AdWords CTR?

Add Negative Match Keywords

As explained by Search Engine Journal, adding negative match keywords can increase CTR by preventing your ads from displaying when a search query contains the specified word. If your company sells cybersecurity software, for instance, adding the negative keyword “free” will prevent your AdWords ads from showing for searches such as “free cybersecurity” or “free virus protection.”

Search Network Only

It’s also recommended that you target the Search network only. Google offers two different targeting options for AdWords advertisers: the Search or Display network. The Search network consists of and a few closely related properties while the Display network consists of millions of loosely affiliated websites. According to, building your AdWords campaigns around the Search network can increase CTR and lower cost per click (CPC).

Include Keyword In Ad Copy

Be sure to include the keyword on which you are bidding in your ad copy. The general idea is to create small, highly targeted ad groups based around a few keywords. Doing so will allow you to optimize your ad copy for those keywords. And when a user sees his or her keyword in your ad, they’ll feel more inclined to click your ad; thus, resulting in a higher CTR.

Split Test Multiple Ads

Perhaps the most effective way to increase AdWords CTR is to split test multiple ads. Rather than running a single ad, for instance, try running three or four. Even if the differences between them are subtle, it could mean a big difference in CTR.

These are just a few ways to increase the CTR of your AdWords ads. By applying these strategies to your campaigns, you’ll generate more traffic and achieve a higher Quality Score.

About Brandon Ferguson 317 Articles
Brandon has been browsing and sampling what the web has to offer. He sifts and sorts the good from the bad. Drop him a line if you want to ask anything at all! Always happy to help.

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