May 18, 2009

Improving your CTR made easy

There are so many things you have to do on a daily basis to succeed with your online business. One of these things is constantly trying to reach - in increasing numbers - the right audience.

If you know your conversion rate is 15% (15 out of 100 targeted visitors purchase) and you know you'll make an average of $150 profit per 100 visitors then of course the laws of averages says "if you had 1000000 viewers you'd be rolling in money!" So... the constant struggle with increasing targeted traffic to your site is a daily ritual.

If you're using Google AdWords one of the things you can do is improve your CTR (click - through - rate)! Also, as an added bonus, Google will charge you less cpc (cost per click) since SO MANY PEOPLE click through your ad! Another reason I love google :) I think they should hire me for praising them so much!

High CTR means more attention from "keyword targeted" searchers. When you capture "targeted" traffic you will notice much better conversion rates. With 1,000,000s of sites out there you must catch the searchers attention better then any one else!

Luckily it's easier to do then you may think (if you are using Google AdWords).

Split ads in a campaign: In your Google account you can make different "ads" within a campaigns "Ad Group". Google will alternate the ads (directing them to the same landing page, the same keywords and using the same budget), while tracking the number of impressions and the number of clicks. You can test different ads to see which results in the highest % of click through rates. Of course some ads will result in lower CTRs (always a pain - but better off knowing I guess).

  • Test Headlines: Each ad headline can use a max of 25 characters. If you have the actually keyword in the title it will be highlighted in BOLD on the Google results page. People are drawn to bold - and if it matches exactly what was typed in the search engine they are more likely to click through. You can use Googles auto headline - which will put the keyword in your title for you - but it is often found to be less targeted traffic and may not convert as well (in my opinion). Try seasonal headlines, mark events, align your product with what's happening now - the idea is to keep testing - get rid of those that don't perform.
  • Test Content: In Google AdWords you have 2 description lines and each only allows for 35 characters max (and tweeters find 140 tough!). This is where you speak to your potential customera -use it wisely! It's not as easy as writting a 70 character (includes spaces remember) sentence. Being forced into using 2 lines may split a word right in half! or worse...waste character spaces! Don't use words like "best" "guaranteed" "in business for x yrs" WASTED CHARACTERS!!! Use your website for that info (too bad not everyone knows computer shorthand ;P) In fact - I'd be as bold as to say do not list any features at all....go 100% benefit (or at least test it out)!
  • Test display URLs: If your landing page URL is long then this is a great feature. You can create any URL in this space (it allows for 35 characters). Make it easy for people to remember. If your URL is long shorten it :)

Much easier to read no? Notice the capitalization?. You get 1024 characters for your actual destination url (although nobody sees it on the google ad) be sure to always use the actual landing page URL.

Keep an eye on the number of impressions vs the number of clicks. Test Test Test - in with the good - out with the bad. Improving your" click-through-rate" will be one of the easier tasks of your day if you're using Google AdWords.


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