When you design any fresh campaign and run it, A First challenge for an adwords manager is to find some impressions for ads but after some time a tough task is to maintain CTR for ad.
How find impressions?
Doing the right keywords research by using adwords editor and best user friendly landing page for adwords, It is very easy to get the impression for campaign. If you focus on more click then first stage get impression but after getting too much impression, the goal is: “maintain the CTR”.
Today I discuss about a common topic CTR “click through rate”. CTR as
“How often people click your ad after it’s shown to them. It is often used to help determine the effectiveness of an ad. “
A formula is:
| CTR = | Clicks/ |
| Impressions |
What is your business theme? It’s matter for increase the CTR. Like for electronics products your can increase CTR by right text ads, right keywords research and right negative keywords selection but for real-state or mechanical field hard to increase Clicks on ads.
There some tricks which are useful for all business themes and CTR increment.
Basic thing, if you have completed 1 week to run the adwords campaign then it’s time to judge the impression, click and conversion, you have get in 7 days by adgroups, campaign and ads.
To judge this all things, we line up this:
Click on tabs and measure the CTR.
Start from first. If you find not able to see the CTR columns then go to column section-> click to modify column then go performance section -> click on CTR, drag and drop to column.
Now you can eligible to see CTR columns.
How measure, which CTR is best?
On campaign level max 100% CTR is best but practically it’s not possible. A min or standard CTR you would like to achieve 1- 5% but it’s depending on business theme.
If you find Avg 1-5% CTR in first week then no need to disturb your campaign setting & wait for 15-30 days for final review.
Now follow these steps for improve the CTR:
- Campaign Level: If you find low CTR for any campaign then check a structure of your campaign and see grouping structure means like “you are promoting 3 categories of products for: male, female and Childs but few times some products like hair days is common word which is used for both, in this case if you have not create right ads or not choose relevant keywords group wise then sometimes male products ads show for female and female products shows for male”. In this case defiantly your CTR will go down.
- Ad group Level: Check the group’s ads and keyword. Properly categories your keywords on ad group’s level. Some have confusion that how differentiate keywords between campaign level and ad group level so I clarify that you can only add keywords only at ad group level but you can differentiate negative keywords on ad group level and campaign level, It’s compulsory you should do.
- Text ads Level: Check you text ads, it may be possible that keywords have in text ads but ad have not any catchy massage or call to action thing.
- Settings: If your ads in English but ads are showing in other languages countries then it may impact CTR so try to fix these things and make sure that which countries user understands the English easily. As same in display ads try to fix the placement of ads according to topics, categories and relevant placement URL.
- Time scheduling: you can find the mood of user by analyse the time or special hours and days, when user has clicked on ad. Using ad scheduling tool you can manage your bids country wise, day wise and also device wise.
- Keywords level: Check the search term and corresponding keywords. If you find any search term is common in your list and not relevant then include them all search terms as a negative keywords.
Role of negative keywords for improving CTR
Mostly above mention tricks already used by most of experts but at the time of selecting negative keywords most of adwords manager face many difficulties like which phrase of search term take as neg. Keywords and how categories keywords at adwords level & campaign level because if your choice of neg. Keywords are not right then it can more damage not only existing CTR but also the impression which you receive.
Best tips for choose negative keywords:
- Carefully find decide negative keywords because more negative keywords selection might reduce your impression.
- Don’t think that if you use any single word as negative keywords then ads for keywords variation will not show means still ads shows for negative keywords variations.
By example we understand concept of negative keywords.
I run the campaign for Sell glasses. Here the Glasses for specs (eyeglasses) and I want to stop ads for wine glasses, drinking glasses etc. and I add “wine bottle” as neg. Keywords at ad group level but still ads are showing for:
- stemless wine glasses
- red wine
- glass bottle
Not for red wine bottle
Means I need to select may word phrases as neg. keyword but carefully. Why?
Above mention keywords, I add “stemless wine glasses” as neg. keywords in this situation for eye glasses I can’t see my ads. So it’s to choose very carefully neg. keywords.
Using this great tip you can increase the click and CTR for your campaign. Exactly CTR is mirror which shows your campaign performance.