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5 Tips to Increase AdWords, AdCenter, and Yahoo Search Marketing CTR

November 3rd, 2009

adwords-ctr-logo.jpgAs you may know, the higher your CTR (Click Through Rate) is, the higher your ad ranks and the less you have to pay per click. This applies to all three big players on the Search PPC market: Google AdWords, Microsoft AdCenter, and Yahoo! Search Marketing.

If your CTR or quality score is low (under 2-3%), you may have to pay $5, $10 or even more just to get your ad to appear on the first page of a search result, depending on your desired keywords. And if it is high (over 8-10%), you could pay 20-30 cents for one of the top 3 places, which can bring you a lot of clicks and therefore profit.

There are many ways to increase your CTR, but most of them are either outdated or don’t work at all. Below you will find 5 of the best tested and working tips and techniques.

  • Use trademark ™, copyright©, registered®, and other special symbols. This is a surefire way to increase your CTR. An ad having one of these symbols can get as high as a 4-5 times the number of clicks compared to one that doesn’t have them. This works because many times people automatically think that your ad is official or special, even if you specifically state that you are an affiliate. To insert these symbols, you can copy them from Word or from an Ad that has them, because using HTML won’t work (at least in AdWords).
  • Adjust your Display URL. By this, I mean remove anything that is unnecessary and make it as short as possible. For example, if you own “PhotographyTools.com”, don’t use “www.” in front of the name and don’t insert anything after, because this URL is descriptive enough to attract attention by itself, and the “www” will make it look more generic. If you do not own a domain name with a good keyword in it (like “GenericTools.com”), the best way to go would be a short keyword after the name, like “GenericTools.com/Photography”. This will make your site seem like a big generic store that has the photography tools the user needs.
  • Always schedule ads. Depending on the niche you are in, showing the ads at specific times can get you a higher CTR and fewer expenses than showing the ad at all times. For example, if you promote a photo printing site like Snapfish.com, chances are that people will be more responsive during the evening and on weekends, because the rest of the time they are busy with work and don’t have time to visit your site and upload or order photos for printing. Showing the ads only after 5 or 6 p.m. during the week and all day long on weekends and holidays will get you more clicks, a higher conversion rate, and less spying from your competition, all of which translate into more money in your bank account.
  • Use dynamic keyword insertion. This is a very powerful technique when used carefully. If you can create an ad with dynamic keywords that would look like it was written manually, you will definitely get a higher CTR. For example, “Buy photography tools/ photo tools/ photo equipment from our store/ dedicated store/ online shop and get a 15% discount” will work very well, while “Buy photography tools/ photography store/ online photo store from our best shop/ photo equipment and get a 15% discount” will look ridiculous and will annoy or in the best case confuse the users.
  • Split test many ads at the same time. By ‘many’ I mean 10-20 or more, so after a week or two of testing you can get the absolute best performer that will get you the highest CTR possible. Make different versions with different URLs, ad text, formatting, keywords, and other important factors.

A mix of all these tips should bring you excellent results.

Another bonus tip: read all of the above again and APPLY THE TIPS NOW. Don’t wait or leave it for later, because you may forget and never implement them.

This article on improving AdWords CTR was provided by Alex Wells as part of a series on Internet Marketing that has turned out to be a better experience than the usual DigitalPoint fare.

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