3 ways to improve click-throughs on your Google Ads

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Google ads click throughs

Investing in pay-per-click (PPC) – Google Ads – can be a beneficial digital marketing strategy for any company, but much like any other digital marketing strategy, it all comes down to how you do it.

For example, Google itself suggests that for every $1 a company spends on AdWords, they will get $2 in return on average. That’s a great return, but if you are not seeing the returns you want, it might be because not enough people are clicking on your ads, and therefore are not converting.

Here are three ways you can improve the click-throughs on your Google Ads.

  1. Use Smart Bidding

Artificial Intelligence is changing the game for digital marketers, and Smart Bidding is a great example of that.

Smart Bidding is Google’s tool for using machine learning to optimise your click-through-rates and conversions. It basically helps to ensure your Ads only appear when it’s more likely to get a click by using a number of algorithms that would be beyond any single marketer or even a full marketing team.

To set up Smart Bidding, you will need to enable conversion tracking, create a new campaign, and select the ‘Maximise clicks’ option in the bidding section.

  1. Use Ad Extensions

Ad extensions allow you to make full use of the ad you are paying for by ‘extending’ it to include a little more information. This added information increases the size of your ads somewhat, and could be just enough to convince browsers to make that all-important click-through.

There are a number of different extensions you can use, including:

• Sitelink: Adds the URL of your homepage to the top of the ad
• Call: Includes a phone symbol and your business number
• Price: Adds information about your pricing
• Promotion: Lets you include or highlight a special deal below your ad
• Location: Includes your physical location in the ad

You’ll need to make a judgement call about which extensions to use depending on the ad itself, but considering they are built-in features that don not cost you anything extra, it makes sense to use at least one.

  1. Add negative keywords

So much of both organic and paid search are centred around the right short- and long-tail keywords for your business.

But with negative keywords, it can also be a great strategy to ensure you are not paying for search terms that are not relevant to your business as well.

Adding negative keywords to your campaigns will ensure that your ads will not show up in the results for those keywords. Therefore, people who are not actually interested in your ads or products will not see your ads.

For example, an optometrist who sells glasses would not want to appear in searches for keywords like ‘wine glasses’ or other types of drinkware. They could therefore flag ‘wine glasses’, ‘whiskey glasses’ and more as negative keywords, and ensure their ads for eyewear do not show up for those searches.

Leaving only relevant keywords will better attract the relevant audience that actually is interested in your business, and can ultimately increase the percentage of people clicking through.

Need help with your Google Ads?

Creating campaigns, managing them, and tweaking them for improvements can take a lot of work and knowledge, which is why many businesses prefer to bring in outside help for the job. Because Google Ads really can increase click-throughs and conversions, but only when they are done well.

Local Web is a Sydney-based digital marketing company that specialises in Google Ads campaigns. If you would like to improve your PPC campaigns, contact us today to learn more about how we can help.

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