Improve Adwords clickthrough rate – CTR

By improving your click-through rate (CTR) you can improve the cost-effectiveness of your Adwords campaign. or the percent of users that have actually clicked your ad with a certain purpose. Higher click-through rate leads to a higher Quality Score – a rank used by Google for grading your AdWords keywords and advertising groups. The higher your Quality Score is, the less you have to pay for better ad positions.

These are some 10 steps which you can use for improving the click-through rate of your online advertising campaign:

Include promotional offers, attractive adjectives and call-to-action to your ads.

People are more likely to click your ad if it mentions a special promotion, such as free shipping for instance. Words such as “save”, “easy”, “new”, and action-urging phrases such as “buy it now”, “book it today”, and “call now” often lead to a higher conversion rate (turning users into direct consumers of a product or service).

Include your keywords in the text and the heading of your AdWords ad.

The keywords that people use when doing a Google search appear in bold when they are found in some of the results, displayed by the search engine. People are more likely to click an advert in the advertising spot if it contains a keyword they have already looked for as part of their query.

Include price into the Pay-per-Click ad if you sell a product or service at a preferential cost.

This could not only inspire people to look for further information on the issue by clicking your ad, but could also result as an aftermath in a better conversion rate of the site.

Choose keywords that are as closely related to your product or service as possible.

If they are not, the chance of people clicking on your ad is smaller. For instance, if you sell vinegar produced of red wine, but your key words are just “buy”, “red” and “wine”, you cannot expect good conversion. People looking for “buy”, “red” and “wine” are more likely looking to buy the perfect bottle of wine than for your vinegar. You should send the right message so that your chance for conversion is bigger!

Use negative keywords to limit your non-targeted visits.

Let’s say that you sell only brand new cell phones. You wouldn’t like your ad to be displayed to people looking for second hand cell phones. In order to avoid this, you should include the phrase “second hand” as a negative keyword.

Simplify your ad.

If there are too many words in your ad, people won’t be able to read it. You should try to reduce the text in a way that won’t harm the integrity of the information and the message you want your product to communicate. You should totally avoid captions such as “click here” or “visit this link”.

Make the words in the displayed URL larger in order to make them legible.

If you are a distributor of Swiss chocolate and your site is, you should input the URL in the following manner: People are more likely to click on your ad if it clearly indicates what it sells.

Test different types of ads.

Texts, banners, local business, different keywords, different layouts, will help you identify the features of different ads that generate the highest Clickthrough rate. Once you have this information, you will be able to focus on the right use of these features in a complete and integrated AdWords advertisement.

Get rid of abbreviations.

You should use abbreviations only if they are obvious for your target group. Marketing experts could abbreviate words to fit them into a certain ad. But by doing so, they decrease the chances for the mass user to understand what the ad is about, which, in turn, reduces the users’ desire to click on the ad.

Opt for the use of headings, related to the season, even if what you sell is marketable all the year round.

This could increase the feeling of “healthy anxiety”, as I call it, and make the users act now, while they still have the chance. If your company sells smiley-shaped cookies and it is close to St. Valentine’s day, your caption could be “Buy Smileys for St. Valentine”.

These suggestions, far from exhausting all possible ways for improving your WordAd campaign, are some of the best practices that should be considered in creating an online advertising campaign, using Google AdWords in particular.  Feel free to add any information that I may have missed in the comment section below.

Google improves Adwords system

Once again, Adwords proves to be the most trustworthy online advertising network. An announcement has been posted on Google’s official blog that 130 million advertising campaigns have been blocked and 800 thousand advertisers have been banned for not complying to Adwords Policies and abusing the network. This will help legitimate businesses to reach consumers.

Google warns that the measures against misleading ads will be stricter.  This will lead to lowering the amount of scammed, misled and angry online users.


Here are the main improvements that Google made to allow for counterfeit ads to be removed even before being published live:

  • Improvements have been made to the algorithm that monitors for counterfeit ads, to monitor for a wider range of sensitive keywords, and to better recognize the ones that are suspected in violating Adwords’ policies;
  • Based on this special algorithm, suspected ads will be marked for review by a real person before their actual release. This process has now been sped up by optimizing internal procedures.
  • Google’s Adwords team aims at taking actions within 24 hours of receiving a complaint about a misleading ad.
  • Policies have been updated and now require specific businesses, mostly in the loan area, to provide official paperwork as a proof of rates and loan rates claimed in their ads.

The results are showing that this campaign is successful and the number of bad ads is declining. In 2011 the percentage of scam ads has been decreased by more than 50% compared to 2010. Of these numbers 150 thousand accounts have been disabled with the help of Google’s improved detection system.

How to help

Google encourages advertisers to strictly review Adwords program policies. The program policies are to protect the internet users and keep the ad network safe. On their Online Safety site Google provides tips and advices, for online users, to avoid internet scams. If you have been scammed or encounter a counterfeit ad you can report it here.

Cost per Click and Cost per Mile

Google AdWords works on the bidding principle as a huge advertising auction. Every advertiser submits their bid for displaying their ad. An automatic system monitors, distributes and displays the ads of different advertisers through an operation based on many factors.

One of these factors is Cost. Based on it you can choose two types of bidding:

Cost Per Click (CPC) bidding

Within CPC bidding payment takes place only after a click on an ad unit has been realized. Many advertisers prefer this way of bidding because it gives control over the objectives, set by a certain advertising campaign. On the downside, many people fear ‘false’ clicks done by competitor or a software. But they shouldn’t. As a serious and distinguished company Google has been taking all measures to prevent false clicks with the assistance of special software and even by employing real people to monitor the process. There have been many occasions in which Google has refunded money for registered and charged clicks.

There are two modes for Cost Per Click bidding in a single AdWords advertising campaign:

  • Automatic CPC mode -  Automatic system that bids aiming a maximum number of clicks until the daily budget is realized. This mode provides a possibility for input of a price limit, which prevents exceeding of the set maximum Cost Per Clik.
  • Manual CPC mode – the maximum cost is input manually for every key word and/or advertisement group. This mode is rather intensive and time-consuming; however it allows of AdWords advertising campaign fine tuning.

Cost Per 1000 Impressions (CPM)

Withing CPM your bid and payment is based on every 1000 impressions your ad. This type of bid is often used for advertising campaigns, targeted at branding and increasing the popularity of brands or companies and is possible when the Google AdWords advertising campaign is directed to the so called Google Display Network.

Google Adwords campaign management

Many companies offer professional management of Adwords campaigns. With their assistance, your advertising will be both effective and inexpensive.

Here is a list of the services most online marketing companies offer related to advertising through AdWords:

Professional planning

  • Defining the objectives of the campaign;
  • Analysis of you website and its Google positioning;
  • Research of the competition in the relevant market niche;
  • Analysis, research, and choice of the most appropriate keywords and phrases for your campaign;
  • Structuring of the advertising campaign based on the types of products and services, and the relevant keywords;
  • Analysis of the targeting – geographic, linguistic, demographic, etc.

Adwords account setup

  • Campaign creation;
  • Budget input;
  • Campaign targeting;
  • Account structuring based on campaigns, ad groups, keywords.

Management and optimization of advertising campaigns

  • Monitoring of the implementation of the set objectives of the advertising campaign;
  • Management of price fluctuations;
  • Optimization and actualization of keywords, advertising messages, prices and daily budget;
  • Management of the ad display timing;
  • Changes in targeting and settings of the campaign.


  • Full report on the advertising budget spent;
  • Analysis and interpretation of the accumulated results;
  • Consultations, related to the report data and to changes of the advertising campaign;
  • Website optimization advice.

Detailed statistics

  • Full access to statistics;
  • Results measurement;
  • Weekly report provisioning;
  • Comparison of results to those of previous periods;
  • Analysis of results, aimed at adopting measures for achieving the advertising objectives;
  • Additional automatic reports, on request.

Online advertising campaings

Advertising is and will always be a potent tool in allowing a commodity or service to realize better sales, or in popularizing a company among consumers. Most internet users reach websites through search engines. However, people that are attracted by ads should also be considered.

Underestimating online advertising is a luxury that no company, aiming at successful competition, could and should afford! You can hardly increase a website’s traffic and respectively boost sales without advertising through all its online aspects, whether it would be Pay Per Click campaign, Email campaign, Affiliate marketing, Search Engine Optimization or Social Network campaign.

Efficiency and advantages

The efficiency and advantages of online advertising has long been proved:

  • You can position your ads in an immediate proximity to valuable information, related to your product.
  • You can choose to publish your ads on a website occupying best positions, in ranking of search engines, based on keywords and search results.
  • If a consumer gets interested in your advertising, they will simply click on the link that leads to your site and and in most cases will purchase the product or service offered
  • The contemporary person spends more and more time online, which makes the chances for you Internet-based advertising being noticed ever bigger.
  • You can monitor the efficiency of the online performance of your ads in real–time. Based on this you can manage the advertising in an adequate way.

Best practices

The best practices of online advertising incorporates three important issues:

  • banner ads
  • context ads
  • partner programs participation

Some times custom marketing strategies are developed. However, the ratio of these components, their frequency and a number of other characteristics are determined in an entirely custom order. These are ways for effectively reaching the biggest number of potential customers in your target group, and achieving the best results in your Internet-based marketing campaign.

Internet marketing, search engine optimization, and online advertising are the cornerstones of a successful website. However, your advertising campaigns will be really successful only given that these issues are professionally managed.

Google Adwords advertising

Conversion tracking, budget control, geographical location targeting, and detailed reports are just a small part of the numerous advertising options and tools that Google Adwords network provides to business owners like you and me to build a successful advertising campaign.  This makes it the best advertising network on the Internet. Below I have listed some of the options and tools that make it better from competitors.

Conversion Tracking

Adwords allows you to track the impressions and clicks your ads generate, the click-through-rate of a single keyword and even the number of end users who have purchased a product through your ads (conversion rate). The results are ordered into reports that you or your employees can receive on a weekly, monthly or even on a daily basis. The Adwords conversion tracking will help you measure the value of your ad clicks.

Daily, Weekly or Monthly Budget

It is only natural that every business has a different budget. The Adwords budget optimizer allows you to specify your advertising budget based on daily, weekly or monthly basis. Custom budgets are tailored for your specific business needs. An experienced marketing analyst can help you determine the optimal monthly budget for your business guaranteeing you not just clicks but an actual Return On Investment.

Location Targeting

Local and regional advertising campaigns benefit the most from Adwords location targeting. For example, if you have an event organized in Florida, then you can target your campaign to Florida online users only.

Non-stop advertising

If you own an online store, your store is open round-the-clock, so should your ads. Even if you sell brick & mortar, your customers search all hours of the day and night – not just during business hours. With a well built campaign, you can ensure that when end users search for the type of service you offer, they will be introduced to your business.

Instant Results

Once your Adwords campaign starts, you will see instant increase in traffic from day one. Instant increase in traffic means instant sales.

Precise Targeting

Instead of sending consumers to the main page of your website you can precisely direct them to the page on your website which best answers their needs. For example, if you own a candy shop and you offer lollipops, you can have your campaign set up in a way that when an end user searches for lollipops, sees and clicks on your lollipop ad, they will be directly transferred to the lollipop category or product instead of the index page.

Adwords Impressions and Brand Awareness

Google gives you the option to pay for ad impressions, instead of clicks. This strategy is good for establishing brand awareness. Even if consumers do not click on your ads, they have seen it and are now aware of your business.