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Five features that increase the CTR in PPC ads

Click-through rate (CTR) is the ratio of the number of actual clicks on a link to the total number of impressions. A high CTR is key to the success of pay-per-click (PPC) advertising. More clicks mean a high-quality score and better ad ranking. Ultimately, a high CTR increases the ad’s prominence, which boosts conversions.

Here are five essential features of PPC ads that attract a high click rate.

1) Maximum use of ad extensions

Ad extensions are allocations for additional pieces of information about the brand, business or website that make the ad richer and more useful. Some of these extensions include site links, call extensions, and review extensions. A good PPC ad makes use of all these extensions to provide as much information to the viewers as possible.

2) Target keywords included in URL

Including the targeted keyword within the ad copy, URL, and headline increases the ad’s click potential. Displaying the keyword in these three areas grabs the user’s attention and makes the ad appear more relevant amongst other search results.

3) Call to action statements

Every PPC ad has to include at least one call to action statement, preferably linked to a corresponding landing page. A call to action effectively tells the audience what to do in a clear, straightforward way. Many visitors use the call to action statements to predetermine whether their needs will be met by following the ad.

4) Use of negative keywords

Negative keywords prevent ads from being displayed in irrelevant and inappropriate search queries. The idea of PPC is to only display ads to potential customers. If the ad shows up in irrelevant search result, it will attract very few clicks and high bounce rates, which would lower the ad’s position and ROI. Targeted and negative keywords work hand-in-hand in PPC conversion rate optimisation (CRO).

5) Trademark symbols in the headline

A trademark is a registered symbol, word, or phrase that’s unique to a brand, company or business. Including a recognisable trademark on the ad’s headline sets it apart from the competitors and gives it credibility. Online users are more likely to visit brands that they recognise and trust than those they don’t.

Hopefully, you’ve learnt some critical boxes to check in your next PPC marketing campaign. Give us a call if you’re having trouble putting your digital marketing together. At Epic New Media, we help online entrepreneurs realise their business potential through SEO and PPC marketing.

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