Click Through Rate or CTR optimisation is about increasing how many people click on your adverts to get to your website. So how do you increase this metric?
1. Content Is King!
‘Content is king’ if that’s the first time you have heard that phrase this is probably the first digital marketing blog you have visited. It’s a phrase often thrown around in the world of digital marketing, but that’s because it’s so true.
When it comes to improving your Click Through Rate, ‘content is king’ applies for two different reasons.
- Firstly, when it comes to the actual advert itself. Making sure the wording you use is correct as it will have a massive effect on your Click Through Rate. Ensure your writing is concise, contains your target keyword and works on the readers emotions creating excitement and urgency to encourage the reader to click through.
- Secondly, think about the page you’re directing the people reading your advert to. Make sure that your content is accurate, relevant and informative. The user must get content relevant to what they were looking for.
2. Relevance
Relevance is so important when it comes to your advert in order to improve your CTR. Your advert needs to be relevant and look as if it will answer the question that the person searching is asking. When creating your ad text you need to make sure you’re using the most relevant phrasing for the keywords you have selected to entice users searching. Forget selling, offers, or anything else you think is interesting, are you answering the question? This is the most important thing you can do when it comes to your ad copy. Ensuring the page content for the landing page you are sending people to is also completely relevant to the search term is the only way to ensure your CTR stays high.
3. Analysis
When it comes to improving your CTR, analysing and split testing is essential. Make sure you always create at least two ads for your adgroups, all with relevant text and exciting content, just varied. Run your ads, check your results, see which one performs best and then continue to adjust, tweak and then re-test your adverts until you have fantastic click-through-rates! If your CTR is high but the conversion rate is low, take a look at your landing page, if this page is relevant to the search term, does it really answer the question the searcher has? Ensure everything is correct. Then check that the basket and checkout is easy to find and use. Is the text selling your product?
Conclusion
Following the 3 steps above will improve your click through rate and in turn see your conversions skyrocket. The key to making improvements on your eCommerce website is making marginal improvements, so remember to analyse your data, make adjustments and optimisations and never settle with your current results – always look for better!
If you want to improve your click through rates why not sign up for our FREE Website Audit or contact us to discuss what we can do for your website.
