12 Ways to Improve Your CTR in Google Ads

Certainly! If you're looking to optimize the performance of your Google Ads and make the most of your (or your client's) budget, then read on.

In this post, we'll guide you on when and why you should aim for an above-average click-through rate (CTR) in Google Ads and show you precisely how to achieve that.

If you want the CTR of your advertising campaign to be increased by a specialist, write to me.

Why does CTR matter in Google Ads?

Click-through rate (CTR) is a nuanced PPC metric because, while a high CTR enhances your Quality Score, you're also paying for every click. Let's delve into this a bit.

When a high click-through rate is beneficial:

A high CTR in Google Ads is advantageous because it indicates that your ad copy resonates with your audience. However, there's a deeper benefit given the workings of Google Ads. The algorithm rewards higher-quality ads with better positions and lower costs per click. Why? Because Google earns revenue when users click on ads, so it favors ads likely to succeed.

How does Google measure ad quality? While its Quality Score formula is elusive, we know it comprises three core components:

1. Relevance of the ad and landing page to the keyword.

2. The landing page user experience.

3. ?? Your expected CTR. ??

Here it is – expected CTR is how Google estimates an ad's performance, considering past performance with that keyword. Google suggests you can have an average, above average, or below-average expected CTR for each keyword.

So, the higher your CTR, the higher your expected CTR, leading to a higher Quality Score. A higher Quality Score results in a higher Ad Rank. Ads with higher ranks get clicked more at lower costs. Lower costs per click, in turn, lead to lower costs per action.

However, it's essential to note a caution on high click-through rates:

A high CTR is unfavorable if you have a low conversion rate because you're paying for clicks that won't result in a return on investment.

Your goal should not be the highest click-through rate, but the highest qualified click-through rate. Another factor in this equation is the keywords you're bidding on. Some keywords are high-priced, and even if those clicks convert, you may not yield a return on investment. Ideally, you want a high CTR on relevant and affordable keywords.

What is a good CTR in Google Ads?

For many industries, an average CTR is between 4-6%. So, a good or above-average CTR in Google Ads would be around 7-9%. In industries like travel, automotive sales, or real estate, where the average CTR is 7-9%, aiming for 10-12% is reasonable. In the arts and entertainment industry, where the average CTR is almost 11%, you'd be aiming for 13% or higher.

How to improve click-through rate in Google Ads:

Now that we understand what CTR is, how it impacts Google Ads performance, and what constitutes a good CTR, let's discuss how to achieve one. There are several approaches, starting with your targeting.

1. Target the right keywords:

Ensure you're targeting the right keywords. Focus on three types of keywords for higher CTR:

- Commercial intent keywords.

- Branded keywords.

- Local keywords.

2. Use negative keywords:

This is crucial for maintaining control over your CTR. Negative keywords are those you don't want Google to show your ad for.

3. Narrow your audience targeting:

If you're not running search or keyword-targeted ads, or if you are but are layering audiences on top, revisit your audience targeting. Narrowing down your audience to specific criteria allows you to tailor your ad copy more precisely, improving your CTR, even if you're not getting as many clicks overall.

How to improve Google Ads CTR with ad copy:

Low click-through rates might be due to bidding on the wrong keywords, but in most cases, you can significantly increase CTR (and conversion volume and ROI) by writing stronger ad copy. Here's how:

4. Keep it simple and skimmable:

Assume that virtually no ads are read in full, especially online ads. Keep your ads simple so they can convey an effective message at a glance.

- Include the keyword in the headline and description but avoid repetition.

- Don't use the full character count if unnecessary.

- Avoid unnecessary abbreviations.

- Use plain language that reads easily.

5. Actually have a CTA:

Merely telling a user that you have what they're looking for isn't enough. You need to invite your ad viewers to act and to act now. Whether it's buying now or downloading today, a clear call to action can make all the difference.

6. Put a special offer in your headline:

People love special offers and promotions like discounts and free shipping. Instead of just including them in the description, put them in your PPC headlines. Numbers in headlines tend to perform well, and words like "free" grab attention.

7. Put your main keyword in your display path:

Google Ads display paths appear after the slash of your destination URL. Though optional, use them to include your keyword as a part of your ad copy. Display paths can indicate value or reassure the viewer that you have what they're looking for.

8. Create emotional ads:

Emotional ad copy is essential for increasing your click-through rate. Keep it subtle; there's no need for all caps, hyperbolic words, or exclamation points. Benefit-focused and emotional copy can have a significant impact.

These last methods come from a study using data from our Google Ads Performance Grader, identifying accounts in the top 15%, 5%, and 1% of performers in terms of click-through rate.

9. Use dynamic keyword insertion but don't overuse it:

Dynamic keyword insertion (DKI) automatically inserts the triggering keyword into your ad copy or headline. It's beneficial, but only to a point. DKI tends to produce slightly higher early returns but shouldn't be overly relied on.

10. Use, but don't rely on ad extensions:

Google Ads extensions can help your ad take up more space on the SERP and make it more clickable. Accounts using sitelink extensions did slightly better than those that did not in the study, but it won't double or triple your click-through rates. Use extensions but don't rely solely on them.

11. Test more ads:

Extensive testing is crucial for identifying high-performing variations. Responsive search ads do some ad copy testing by mixing and matching headlines and descriptions, but it doesn't exempt you from testing. Have 2-4 active ad variants in each ad group, and for higher-than-average click-through rates, consider increasing that number.

12. Pause the bottom third of your account:

In summary, a high click-through rate is excellent, while a low click-through rate is not. Consider pausing the bottom third of your account and reallocating that spend to remarketing efforts. This eliminates low CTR, low impression share performers and allows you to make the most of your budget. Cost per click is often lower on the Display Network, and with effective remarketing, you can achieve similar or even higher conversion rates than Search ads.

Improving your Google Ads click-through rate:

In conclusion, while an average CTR is just that – average, aiming for an above-average CTR is the way to go, particularly for relevant and affordable keywords. Following this approach can lead to higher impression shares, better ad positions, lower costs per click, and lower costs per conversion