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4 Best Practices to Increase Your Click-Through Rates (CTR)

In one of our previous articles, we talked about the prominence of click-through rates (CTR) in influencing your AdWords’ Quality Score and ad rank. As mentioned in the article, the higher your CTR, the higher your ad position and your likelihood of receiving more clicks. Here are 4 tips that can help you boost your click-through rates:
  1. Use numbers in ad copy.

    You can use two types of numbers in your ads: number ranges and exact numbers. You can use number ranges when you want to amplify your discounts. For instance, if the maximum sale you offer is $199, you can create an ad copy that says “up to $199 OFF on selected items” or “save up to $199 on selected items.” This will help enhance your ad’s appeal to your target audience. As for exact numbers such as “$25 OFF on iPhone 5c,” they can be used to create unique ads that will help you differentiate yourself from your competitors. For example, you can create an ad that says “I saved $641.14 after switching to a new insurance company” to generate interests from searchers and attract them to click on your ad copy.

  2. Write informational ads.

    You can display information regarding your products to boast their features and usefulness. This will help you entice more consumers as searchers who type in such keywords are likely to be seeking your products. By showing your products’ attributes and benefits, you can immediately convey the value of your goods and services to your audience and showcase how your products can resolve your consumers’ problems. An example of an informational ad would be “moving to a new house? We can move all of your furniture in 2 days!”

  3. Write negative ad copy.

    Including negative information on your ad copy can also grasp your consumers’ attention. (Don’t believe me? Check today’s news.) Showcasing negative information can help you stop consumers from looking elsewhere and make them focus on your ads. An example would be “Diabetes kills over 500 Canadians every year. Avoid becoming a victim by joining our fitness club today!” Use this tactic diligently: although negative ad copy is a powerful advertising tactic, it may not align with your brand image. If you are known as a friendly, warm business, you may want to try a different advertising approach instead.

  4. Showcase clear display URLs.

    Display URLs indicate exactly where your consumers will land if they click on your ads. By presenting displaying URLs that clearly reflect your landing pages and products, you can target your desired consumers precisely. For instance, if you want to target B2B businesses that are seeking digital marketing training courses, you can create a display URL that says This will help you showcase exactly what you offer and how your services meet your consumers’ demands. An important note to consider when formulating display URLs is that Google automatically lowercases your display URLs in text ads. If your display URLs can be misinterpreted (i.e. versus mysite/StudentSexChange), you should consider using a more neutral URL.

With these four tips, you will be able to create ads that are compelling to your target audience. This will help you capture more consumers’ attention and further boost your click-through rates and Quality Score.