Increasing Click-Through Rate: Make Your Text Ads Stand Out


Click-through rate can be a make-or-break statistic for PPC managers. If you're not getting clicks, you're not getting conversions. But Google also needs consumers to click your ads to create their own revenue. A good CTR is good for both you and Google. That's why CTR is tied to quality score, which is used to calculate your ad rank. A higher ad rank can help reduce your cost per click and get a better ROI. Confused? Don't worry. Just know that increasing click-through rate isn't as complicated as AdWords's algorithm. Improving it can bring quick positive results as long as your account isn't an all-around mess.

Repeat "Key Words" (or Keywords) in Ad Text

Your landing pages aren't the only things that need to be relevant. Ad text needs to be relevant as well. It should grab the consumer's attention by including key words. Not your exact keywords, necessarily (although they are great), but words that let viewers know they've found a helpful link. They should know this right away. Make it totally clear.

For example, let's pretend you're selling FireMaster grills from your website. You're using the keyword firemaster XT710. "XT710" is a pretend model number. You're probably going to put the whole keyword in your ad. That's good. However, you should put at least part of the keyword in the ad more than once. Run a few variations. Here are some examples.

Headline 1: FireMaster XT710
Headline 2: Free Assembly
Description: Order the XT710 and we'll assemble it for you at no extra cost!
Display URL:

Headline 1: FireMaster XT710
Headline 2: Order Yours Today
Description: Shop FireMaster grills. We assemble for free!
Display URL:

Headline 1: FireMaster Grills
Headline 2: Order Your XT710
Description: FireMaster is our best-selling brand. Order yours in time for grilling season!
Display URL:

Notice how we've inserted the brand name and/or the model number into the headlines, the description and the display URL here and there. You don't want your target market to overlook your ad. A little more keyword (or "key word") density will help them notice you.


DKI, or dynamic keyword insertion, inserts the keyword that matched the consumer's search query into the ad. Enter {KeyWord:your keyword here} into any part of your ad. After the colon, enter a substitute phrase for when the keyword is too long to fit in the ad (in place of the "your keyword here" part). When you have multiple keywords in your ad group, whatever keyword triggered the ad will appear in the ad. This usually has a positive effect on CTR. However, make sure all keywords in the ad group apply to all the ad text, as usual. For more information, see this article by WordStream.

Give Them Something Competitors Can't

This part is difficult. You don't have the resources your largest competitors have. On the other hand, none of your competitors are you. Advertise the things they don't or can't provide. For example, are you the oldest furniture store in your region? That's great. Put that in your ad. Another option is to display it in your callout extensions and use the rest of the ad for those key words we discussed, or for other information. If you can't think of anything that differentiates your business, you should probably sit down and figure out how you can create something that makes you unique.

Back to the ads. Additionally, if you can, give them a deal. How about a discount, free delivery or an on-the-spot consultation? In the example ads above, we've offered free assembly to get those grill shoppers a little more interested.

Now you know some effective tactics for increasing click-through rate. Time to go through your ads and optimize!

When you need help, you can always call on us. We specialize in targeted PPC lead generation. Get in touch with us!

David Kalla