"How
To Improve CTR Of Your Google Adwords."
By Arun Agrawal
As you are aware, Google Adwords
is one of the most popular PPC avenues because of several features.
- Low signup cost (only $5)
- Instant activation of your account
- Instant activation of your ad campaign
- Provision to set daily spending limits
As the Click-Through-Rate (CTR) goes up, your
ad position improves and Cost-Per-Click (CPC) goes down. This
really puts Google Adwords in a different league.
Here are some simple tips to improve your CTR
--
1) Specific matching along with broad matching
Generally when you want to advertise for, say,
online dating, you put online dating
in the keywords list. I suggest that you all of these in the keywords
list -
- [online dating]
- "online dating"
- online dating
This way, when a searcher types just online
dating, the click is credited to the 1st keyword. If
the searcher types a keyphrase including online dating
in that order but as part of a bigger term like free online
dating, it is credited to the 2nd keyword. And if both
online and dating are present
but not together and in that order, like online singles
dating, it is credited to the 3rd keyword.
This improves the CTR for certain specific keywords
and helps to lower your CPC and also improves your ad position.
2) Use a variable title
Did you know that your clickthrough rate (CTR)
goes up when the searcher sees his keywords (that he searched
for) in your ad? This is because Google shows these words in bold.
But you don't know what term this searcher has
used. So how can you put the term in the title? Try this.
Put this string in the title field on the Adwords
screen -
{KeyWord: Default Title} where
you replace "Default Title" with a suitable text. Now
Google will show the search term as the ad title if the searched
term fits within the 25 character limit and your default title
if the search term won't fit.
Example - say you use {KeyWord: Online
Dating} as the title and dating as the
keyword.
If someone searches for dating help,
the shown title will be Dating Help. However
if one searches for free online dating resources,
Google will show Online Dating because the search
term won't fit in the title space (25 characters).
Did you notice the capitalization? If you use
Keyword, then only the first word would be capitalized.
If you use keyword, all the letters will be in
small case.
This tip alone can boost your CTR by 157% or
more.
3) Variable destination URL
Did you know that Google now allows variable
destination URLs? Why do you need that? Variable destination URL
can help you identify the terms that the searchers are using and
you can alter your page content to suit those terms for a much
better conversion.
Let's see the syntax to get the search term in
the destination URL --
http://www.articlestop10.com/pam.php?kw={keyword}
Here we are sending the searcher to a PHP program
(you can use a Perl program also), which then stores the terms
in a database for easy analysis. You can plan for yourself how
you want to put this information to your advantage.
Frankly this tip does not increase your clickthrough
rate directly but once you know what the searches were searching
for, when they arrived at your site, you can change your message
for a much better response.
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