If you’re in to PPC, I’m sure you would’ve come across situations where no matter what Ad text you try, the CTR just sits there, no traction, no improvements what so ever, and you think, what now?
Better performance or better CTR?
Better CTRs doesn’t always mean success though, it depends on what campaign you’re running. But obviously, better CTR means more eyeballs, more traffic and a better reputation. If you have remarketing/retargeting campaigns running better CTRs are a good way to build that initial volume of interested targets.
Well, here are four simple tips to increase CTR on SEM campaigns.
1. Match types, Match Types, Match Types.
One of the most trickiest settings that will bring down your performance, including CTR is match types. When there is little control over how match types work, there is always lot of data leakage. An amazing campaign is one where you have finer control over how match types work and being able to tell which keyword combination triggers which ads. But most of the times, especially when we’re dealing with many campaigns, on different levels, the granularity required for control is huge, and we overlook it. One simple trick to fix this is to split up your keyword match types by variation, and make sure there aren’t any duplication involved.
2. Negative Keywords to the rescue
Another basic, yet overlooked factor is negative keywords. Typically, there is a set of global negative keywords that filters out at every campaign level. This is a good strategy, but to make things even sophisticated and better performing, use campaign level or Adgroup level filtering with negative keywords. There might be some keywords hidden in that one or two adgroups that you missed, that brought all those low quality, wrong traffic.
3. Different Campaigns, different KPI
Sometimes, it so happens that your KPI set doesn’t do justice to all campaigns. A higher CTR on one campaign, might mean success but not to another campaign. For instance, if you have a product page as landing page, then the KPIs to look for there might be engagement more than sign ups. In such cases, higher CTR should also equate to higher engagement, or else there would be no point in increasing CTRs.
4. Yes or No to search Partners
One crucial thing many of us miss when setting up campaigns is to set different control channels for search partner & publisher networks. By default, Google search network includes publishers and search partners, and if we go ahead managing campaigns the same way on both Google search and publisher network alike, you shouldn’t expect an efficient ROI. Because the mind set of an information gatherer (Google search + Search partners) is quite different from an information digester (Publisher network). Keeping in mind the user’s frame of mind, different ads targeting different needs could be tried, and this will help attain better efficiency rates.
Hope it helped.