The Ultimate Guide to Fixing Low CTR in Google Ads

So, you have hired paid marketing experts or asked your in-house team of professionals to craft compelling Google Ads marketing campaigns for your brand/business. 

To gauge the effectiveness of your Google Ads campaigns, you need to know if the ads are pulling in the right kind of audience and ROI. 

Regarding Google Ads, Click-Through Rate (CTR) is one of those metrics that can make or break your campaign’s success. A high CTR indicates that your ads are catching the eye of your audience, leading to more clicks, higher Quality Scores, and ultimately, a better return on investment (ROI). 

But what happens when your CTR is low? It could be a sign that your ads aren’t resonating with your audience or that you’re missing out on key opportunities to capture clicks.

In today’s blog, we’ll examine the common reasons behind low CTRs and provide you with actionable strategies for improving them. 

By the end, you’ll have a toolbox full of tips to boost your CTR and elevate your Google Ads campaigns.

Let’s talk strategy, amazing people!

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Identifying the root causes of low CTR

Before diving into solutions, it’s crucial to understand what might be causing your CTR to drop. Think of it like diagnosing a problem before prescribing a cure. If you’re not seeing the click-through rates you’re hoping for, the issue could stem from several areas. Here are some of the areas you might want to run checks in!

The relevance of your keywords

Keywords are the backbone of any Google Ads campaign. If your keywords are too broad or irrelevant to what users are actually searching for, your ads are likely to be ignored. For example, if someone searches for “buy men’s running shoes online,” but your ad is triggered by the broad keyword “shoes,” it’s unlikely to attract the click you’re aiming for.

Crafting quality ad copy

Imagine scrolling through search results and seeing an ad that’s vague or unappealing. You’re probably not going to click on it, right? Your ad copy needs to be clear, engaging, and directly address the needs of your target audience. If your ad copy doesn’t communicate value or fails to grab attention, users will likely scroll past it.

The importance of ad position

Where your ad appears on the search results page can significantly impact your CTR. Ads that show up at the top of the page generally receive more clicks simply because they’re more visible. If your ads consistently show up lower on the page, your CTR might suffer as a result. This is why bidding strategies and ad rank are so important to monitor.

Targeting accuracy

Finally, even if you have the perfect keywords and ad copy, showing your ads to the wrong audience can lead to a low CTR. For instance, if your ads are targeted at a demographic that doesn’t need or want your product, the chances of them clicking on your ad are slim. Accurate targeting ensures that your ads are seen by people who are genuinely interested in what you’re offering.

Now that we have enlisted the plausible causes behind low CTRs, let’s get down to answering the most pertinent question, “How to boost CTR for my Google Ads campaign?”

CTR booster 1. Optimize your ad’s keywords!

In this section, we will talk about fine-tuning your keywords to improve CTR. Keywords are more than just search terms; they’re a direct link between your ads and your audience.

Harness the power of long-tail keywords

Long-tail keywords are like the secret sauce of keyword optimization. These are more specific phrases that, while having lower search volumes, are highly relevant to what your potential customers are looking for.

For example, instead of just targeting “laptops,” you could target “best gaming laptops under $1000.” This specificity helps attract users who are further along in the buying process and serves as a powerful CTR booster.

The above comparison shows how long-tail keywords are more descriptive and targeted, making them more likely to attract clicks from users ready to convert.

Implementing negative keywords

Negative keywords are an often-underused strategy that can significantly improve your CTR. By adding negative keywords, you prevent your ads from being shown for irrelevant searches, meaning the clicks you get are more likely to be from qualified leads. This filtering process is essential for maintaining a high CTR and ensuring your ad spend is efficient.

Negative keywords are specific terms or phrases that you exclude from triggering your ads in a pay-per-click (PPC) campaign, like Google Ads. They help you prevent your ads from showing up for irrelevant searches, ensuring that only the most qualified leads see your ad.

Example:

Imagine you sell high-end leather shoes. You want your ads to show for searches like “luxury leather shoes” or “buy premium leather shoes.” However, you don’t want your ad to appear for “cheap leather shoes” or “leather shoe repair.” By adding “cheap” and “repair” as negative keywords, your ad won’t show up for those less relevant searches, improving your click-through rate (CTR) and saving ad spend.

Choosing the right match types

Keyword match types (broad, phrase, exact) give you control over how closely a user’s search query needs to match your keywords for your ad to be shown. Using exact and phrase match types can ensure your ads are only shown to users searching for exactly what you offer, increasing the relevance of your ads and, in turn, your CTR.

Keyword match types in Google Ads allow you to control how closely a user’s search query must match your keyword to trigger your ad.

Here’s a brief explanation with examples:

• Broad match: Your ad may show for searches that are loosely related to your keyword, including synonyms or related searches.

Example: Keyword: luxury shoes

Your ad could show for searches like high-end footwear or designer shoes.

• Phrase match: Your ad will show for queries that include your keyword in the same order, but with possible words before or after.

Example: Keyword: luxury shoes

Your ad could appear for searches like buy luxury shoes or luxury shoes for men.

• Exact match: Your ad will only show for searches that match your keyword exactly or very closely.

Example: Keyword: luxury shoes

Your ad would only appear for luxury shoes or a very close variation, like luxury shoe.

By using exact or phrase match, you increase the relevance of your ads, showing them only to people searching for exactly what you offer, which can boost your CTR.

CTR booster 2. Write ad copy that commands attention (and clicks!)

Your ad copy is your first impression; as the saying goes, you never get a second chance to make a first impression. If your ad copy is lackluster, your CTR will reflect that. Let’s look at how to craft ad copy that grabs attention and compels users to click.

Leveraging power words

Power words are emotionally charged words that have been proven to trigger responses from users. Words like “Exclusive,” “Free,” “Limited Time,” and “New” can add a sense of urgency or appeal to a user’s emotions, making them more likely to click on your ad. Including these words in your ad copy can act as a CTR booster by creating excitement and encouraging immediate action.

Highlighting Unique Selling Points (USPs)

What makes your product or service stand out from the competition? That’s your Unique Selling Point (USP), and it should be front and center in your ad copy. Whether it’s free shipping, a money-back guarantee, or a limited-time discount, your USP will convince users to choose you over other ads.

The difference between generic ad copy and USP-focused ad copy is clear. The latter provides more information and gives users a reason to choose your product over others.

Creating a strong Call-to-Action (CTA)

Your CTA is the final nudge that encourages users to take the next step, whether it’s “Shop Now,” “Get a Free Quote,” or “Learn More.” A compelling CTA doesn’t just tell users what to do—it motivates them to do it right away. The right CTA can be the difference between a scroll and a click, making it an essential part of boosting your CTR.

CTR booster 4. Enhance your ads with extensions

Ad extensions are like the cherry on top of a well-crafted ad. They provide additional information and options for users, making your ad more comprehensive and, in many cases, more clickable. Let’s explore the kinds of ad extensions you might consider deploying.

Sitelink extensions

Sitelink extensions allow you to add additional links to your ad, directing users to specific pages on your website. For example, if you’re running an ad for an online shoe store, your sitelinks might include “Men’s Running Shoes,” “Women’s Casual Shoes,” and “Sale Items.” This not only gives users more options to click on but also increases the overall size of your ad, making it more noticeable.

Callout extensions

Callout extensions are brief text snippets highlighting key features or benefits of your product or service. Think of them as quick selling points that can catch a user’s eye and encourage them to click. For instance, if you offer free shipping, a callout extension saying “Free Shipping on Orders Over $50” can be a significant CTR booster.

Structured snippets

Structured snippets allow you to showcase specific aspects of your product or service, such as brands, product categories, or services offered. These snippets make your ad more informative and can help attract clicks from users looking for something specific.

CTR booster 5. Align ad copy with landing page content

Once you’ve captured a user’s click, the next step is to ensure they stay engaged. If your landing page doesn’t match the promise of your ad copy, you risk losing the user’s interest and increasing your bounce rate. Consistency between your ad copy and landing page is crucial for maintaining a high CTR.

Ensuring message consistency

If your ad promises “50% off on all shoes,” your landing page should immediately reinforce that offer. Users should find exactly what they expect when they click on your ad. Any disconnect between the ad and landing page content can lead to confusion and frustration, ultimately driving potential customers away.

Simplifying navigation

A well-designed landing page should be easy to navigate, with clear calls to action that guide the user toward making a purchase or taking the desired action. If users have to hunt for the information they were promised, they’re likely to leave, which can hurt your CTR over time.

CTR booster 6. Analyze and adjust your campaigns regularly

Even the most well-crafted campaigns need regular maintenance. Analyzing performance data and making adjustments or optimizing based on your findings is key to continuously improving your CTR.

A/B testing ad variations

A/B testing involves running two versions of an ad to see which one performs better. This could mean testing different headlines, ad copy, or even different CTAs. Over time, A/B testing can help you identify what resonates most with your audience, allowing you to refine your ads for better CTR.

Monitoring performance metrics

Beyond just looking at CTR, it’s important to monitor other metrics like conversion rate, cost-per-click (CPC), and Quality Score. These metrics provide a more complete picture of your ad performance and can offer insights into why your CTR is what it is. Regular monitoring ensures that you can make data-driven decisions to optimize your campaigns.

Making data-driven decisions

Finally, use the data you’ve gathered to make informed decisions about your campaigns. If a particular ad group is underperforming, don’t be afraid to pause it and try something new. The key to improving CTR is being flexible and willing to adapt based on what the data tells you.

The road ahead

As we gain subsequent clarity on fixing those low CTR rates, you might want to know about the Google Ads Grants campaign. 

We now suggest reading ~ How to Leverage Google Ads for Nonprofits: A Comprehensive Campaign Management Guide.