When it comes to improving your Google PPC campaigns, the main factors that help you determine how well your campaign is currently performing is the total number of clicks your ads are getting, the CTR (click-through rate) of your ads, and the number of conversions.
In this article, we’re going to be taking a look at how you can improve your click-through rates and the total number of ad clicks in order to get more conversions from your PPC campaigns.
Work on ad copy
Let’s start with the most fundamental part of what contributes to getting clicks and conversions – your ad copy.
To start with, it should go without saying that your ad groups need to incorporate expanded text ads. This type of ad allows you to input up to 3 headlines and 2 descriptions which makes them perfect for taking up more ad space in Google search results. But don’t just have one expanded text ad in each ad group, continuously test new ads to find which combinations of headlines and descriptions help increase your click-through rates and pause any under-performing ads as you see fit.
We recommend having between 2-3 expanded text ads and 1 responsive search ad in every ad group to give you the best chances of a having high click-through rates. We’ll be talking more about responsive search ads and how they can help in our next tip below.
Top tip – To improve quality score in your campaigns, make sure you feature keywords in your ad headlines, descriptions and the display URL path.
Use responsive search ads
Responsive search ads are great in helping boost ad group CTRs and the total number of clicks, ‘but what is a responsive search ad’ I hear you ask? A responsive search ad combines multiple headlines and descriptions and over time will optimise which combinations of headlines and descriptions perform best, then showing these high-performing combinations in search results.
For example, if you have 10 headlines and 3 descriptions and Google figures that headline number 6 and descriptions 1 & 3 perform the best, it will show these headlines and descriptions together. It’s unknown how long responsive ads are ‘tested’ by Google but optimisation of a responsive search ad is usually much quicker if the search volume of your campaigns keywords are high.
With possibilities of adding up to 15 headlines and 4 different descriptions, responsive search ads are a great way to test new ad copy and in turn, improve your total number of ad clicks.
Use a range of ad extensions
Google Ads allows you to add a range of ad extensions to your search ads which can help encourage users to click-through to your website. With that being said, each ad extension serves a different purpose so instead of covering them all, we’ll be taking a look at which ad extensions we recommend using that are most likely to help increase clicks and click-through rates.
Sitelink extensions are the holy grail of all ad extensions in Google Ads when it comes to driving higher click-through rates. This type of ad extension is directly clickable and allows users to easily access different pages on your website without first having to visit your ads landing page. Whilst this may seem irrelevant as we’re trying to drive clicks to the landing page associated with your ads, they’re still useful in generating clicks and having the user visit your website (preferred landing page or not).
Whilst callout extensions are not directly clickable, they provide a great opportunity for you to showcase the USPs (Unique Selling Points) of your business – these extensions alone can help a user decide whether to click your ad over a competitors ad. Some popular USPs to choose from include:
- Open 24 Hours
- Free Delivery
- Over 30 Years Experience
- Trustworthy & Reliable
Another great way to use callout extensions to improve your click-through rates is to promote any sales or discounts you wish to promote (if you’re selling a product).
Structured snippet extensions
Much like callout extensions, structured snippet extensions are not directly clickable but allow you to showcase additional information about your business and take up more allocated ad space in Google search results.
Call extensions are straightforward and are also one of the most effective extensions in the arsenal – they allow you to attach a clickable business phone number to your ads for users to call you directly. Whilst this isn’t an extension that will drive more traffic to your website directly, a call extension can be great for driving more enquiries over the phone.
The location extension can be useful in helping users recognise that your business is located near them, however, they aren’t suited for every campaign and for every business using Google Ads (such as online businesses).
Location extensions are best suited when your business is open for the public to visit as it will encourage users to click-through to your website and find out more information about your business offerings. What’s best is that if a user clicks your location extension, Google will show them where you’re located in Google Maps, which again, is encouraging the user to click-through and visit your website or physical store location.
Price extensions are great to use if you can showcase the costs of your product or service, but we don’t recommend using this extension unless you can beat competitors on price.
An app extension is directly clickable and will take users to the app store on their mobile/tablet device where they can download the app you’re promoting – this is great for businesses trying to promote an app as the end goal is to drive app downloads rather than clicks-through to the website.
Use the ‘maximize clicks’ bid strategy
Whilst this may sound obvious, we’ve seen many Google PPC search campaigns that could be achieving many more clicks and higher click-through rates by simply changing their campaign bid strategy to ‘maximise clicks’.
But how exactly does a ‘maximise clicks’ bid strategy help your campaigns?
The ‘maximise clicks’ is an automated bid strategy whereby Google will try and get you as many clicks as possible within your set daily ad budget. Now at first thought, you may think that Google is just trying to spend your budget as fast as possible and will get you clicks that are irrelevant and don’t end in a conversion – from our experience using the ‘maximise clicks’ bid strategy, we can confidently say that clicks tend to be relevant and lead to conversions providing you’re not using broad match keywords. Relevant clicks that lead to conversions will also only occur when you’re using the correct keywords in your campaigns that match your ad copy and landing page copy (having a good quality score).
Include competitor keywords in ad headlines
Sometimes even with PPC, you’ll find that users click on competitors ads regardless of your ad position or what your ad text even says. The harsh reality is that your biggest competitors that are also running PPC campaigns using the same keywords in their campaigns that you do have likely spent a lot of time and money on their branding and over time this has helped them become popular within their industry.
At SmallBizPPC we often see this same scenario a lot. We have clients that want to get more enquiries and beat the big-time competitors, however, have much smaller marketing budgets. With that being said, it’s easier to steal clicks from competitors than you may initially believe. You can utilise your ad headlines by having them feature branded competitor keywords which will grab the attention of users in search results and likely encourage them to click-through to your landing page.
Here are a few ways in which you can incorporate competitor keywords into your ads:
- Why are you better than your competitors? Do you offer faster shipping? Are your prices cheaper?
- Point out competitor flaws – do they have high prices? Are their reviews poor?
So there we go! Follow the 5 tips above to increase ad clicks in your Google Ads campaigns and you should be well on your way to better performance and more conversions. If you have any questions surrounding this article or would like to know how we can optimise your PPC campaigns further, please get in touch below.