A Google Ad’s Quality Score is calculated based on three variables: landing page experience, ad relevance, and expected click-through-rate.
The expected click-through rate (CTR) of an ad for a certain keyword is a metric that represents Google’s prediction on how well your ad will perform for a certain keyword. Let’s see how this metric is calculated and what you can do to increase its value.
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What Is Expected CTR Based On?
When calculating your expected CTR, Google takes various elements into account. One of them is the historical performance of the keyword you are looking into, the positions of your previous ads, the match between it and your landing page, and other variables.
This estimation is expressed through a rating for each keyword: above average, average, or below average. The better your ads are rated, the less your costs-per-click will be and the more efficient your ads will be.
How to Improve Your Expected CTR?
Improve Your Ad Copy
One of the first things to tweak when your expected CTR is below average is your ad copy. You need to make sure that your copy matches the Google search term and contains the relevant keywords for your target.
For ads optimised for each keyword you are targeting, we highly recommend using Single Keyword Ad Groups.
Use Search Ad Extensions
Another way to improve CTR is to use search ad extensions like site links, showing the most important links on your website directly on the search results pages. This encourages users to click on your ad, giving them a better peek of what they will find.
Experiment with Ad Formats
If you are aiming for the best results possible, try different ad formats and look for the right combination for your target audience. By using the responsive ads feature offered by Google, you can directly create high performing ads instead of wasting your budget on numerous tests.
Use Long-Tailed Keywords
Sometimes, going with the keywords that are not targeted by your competitors can prove to be cost-efficient. Long-tailed keywords are perfect choices for that, allowing you to target highly specific phrases that will not get too much competition.
Improving your expected CTR is done by constantly trying out what works best for certain keywords, improving your landing pages, testing ad copy variants, and so on.
Need Help With Google AdWords?
If you want to improve your click-through rates, expected CTR and, of course, your revenue, let the expert PPC marketers handle your Google AdWords account and performance.
Australian Internet Advertising has years of experience working with the Google suite and a vast portfolio of companies that have increased their profits through smart ad campaigns by exponentially improving their average status.
Get in touch now and find out more about what we can do to help you grow your business.