Well there are numerous ways how to improve your Google AdWords CTR (Click Through Rate). Most people attempt to achieve it by split testing two adverts against each other. The idea is that you pitch two different adverts against each other, to see if one resonates better with your target audience and results in a higher CTR. Providing you have enough data for it to be statistically significant, you pick the winner, pause the looser and repeat the exercise with another variant, Advert number 3. This method certainly works but a recent post by Chris Thunder of www.Tenscores.com highlighted two completely different techniques. Both of which perhaps you have never even considered. The first which we will cover in this post related to Day Parting.
Day Parting. What’s that I hear you say? Well if you don’t know already, Google AdWords provides you the facility to show your adverts at particular times of the day or 24 hours a day. Now the business logic of only showing adverts at particular times of the day is that the Return On Investment is better at these times, than at other times. But what about the Click Through Rate? Well you can measure the CTR at each hour of the day and see how it varies. Rather like using the Advert split testing method to improve CTR, you can use Day Parting to see during which hours the best Click Through Rates are produced. Once you have determined which hours produce the worst CTRs, you can choose not to display the adverts at these times. The result is that the overall CTR of the Campaign is improved. This leads to other benefits such as an increased Quality Score which in turn produces a lower cost per click (CPC) and an improved Return On Investment.
So “AdWords how to improve CTR” Day Parting is done like this:
First find out how your Ads are performing by the hour of the day:
1. Choose a Campaign in your Adwords account.
2. Select the “Dimensions” tab (or make the Dimensions tab viewable in the sub menu).
3. Click the “View” sub-menu and select “hour of day”.
You should now be able to see at what times of the day your Ad Group is under performing. Advert performance can vary greatly depending on the hour of the day. Without even knowing it, you may be getting lots of impressions at 2 o’clock in the morning but very little clicks and conversions. If that’s the case, it would make good sense to prevent your adverts from showing at these times of the day.
The next thing to do is to exclude your Ads from showing at those times by changing your Campaign Settings: e.g. Advanced Settings > Ad Scheduling. Make sure your data is statistically significant.
When you follow these steps, the average CTR recorded for your keywords will start to increase and your quality scores will slowly rise.
One word of warning here, improved CTR is only one measure of AdWords performance. There are many more. You should choose the best one for your circumstances.
The CTRs achieved in the image shown were achieved using specialist AdWords Tools.
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