5 Quick & Easy Ways to Boost CTR (Without Changing Ad Copies)


You spend weeks and weeks trying to perfect your ad copies through numerous A/B tests yet you still don’t see any significant improvement in your CTR and you finally throw a fit.

Calm down.

There are many other factors other than ad copies that directly affect CTR.

1. Increase Bids

This is pretty self-explanatory. A lot of times low CTR is due to low ad positions. Ask yourself, and be honest, how often do you click on ads that are below position 5 or 6? Probably not very often. By simply increasing the bids of your keywords and pushing ads to higher positions, searchers are more likely to click on your ads.

2. Negative Keywords

“A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase. For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.”

Having less irrelevant phrases triggering your ads means visitors are going to find your ads more relevant to what they are looking for and they will be more likely to click on your ads. Therefore it’s important to learn how to gather a very extensive negative keyword list.

3. Exact Match Keywords

“Triggers the ad only when the exact word or words in your keyword list, in exactly the same order, and without any other terms, appear in a user’s search query.” Just like negative keywords, exact match keywords prevents all irrelevant search queries from triggering your ads. If you are not familiar with all the different keyword match types, here is a brief overview.

4. Sitelinks

“The sitelinks ad extension lets you show links to pages from your website, in addition to the main landing page, beneath the text of your ads. Sitelinks appear in ads at the top and bottom of Google search results.”


AdWords sitelinks occupy a decent space

Sitelinks allows advertisers to promote additional information in addition to the main ad copies which can be used to gather searchers’ attention. And because sitelinks also occupy more screen real estate, ads with sitelinks stand out from other competitor ads.

5. Location Targeting

Different regions can react differently to the same keyword. For example, if you are in the car insurance niche, you are going to find areas that are mostly populated by new immigrants have much lower CTR because new immigrants tend to get insurance from their own group of people. In this case, if you don’t really have the ability cater these particular groups of people, you might want to consider excluding these areas.

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Steve worked for Pitstop Media Inc as a Pay per Click (PPC) specialist, helping clients maximize the value of their PPC campaigns. He is also a musician and a part-time sound designer for TV/film.


One Response to “5 Quick & Easy Ways to Boost CTR (Without Changing Ad Copies)”

  1. Ivan said:

    Jun 25, 13 at 7:33 pm

    Thanks for posting the section about SiteLinks. I did not know that was possible and or how to do it. Thanks for the insight.

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