How to Get Better Click Through Rates
Posted: July 22nd, 2008
Click through rate (CTR) is a key metric in determining the effectiveness of a pay per click campaign, and is one of the first areas to look at for getting better returns on our paid search advertisements. One way of improving an ad’s Quality Score, and thus pay less for our keywords, is to improve our click through rates. So without further ado, here are some tips.
Product Differentiation
Hopefully the product / service you’re providing differs from your competitors. Flaunt these differences and make it clear that your company is unique and special (exclusive one and only ___).
Incentives
Entice your audience with pricing discounts (50% off), time-sensitive special offers (this week only), and freebies (free ___). Be sure to create a sense of urgency in the ad copy to get searchers to click then and there.
Features and Benefits
Don’t just talk about what you have for sale; talk about its features and benefits. Explain why someone would want your product and how it can specifically benefit them. What can your product accomplish or accomplish better?
Brand Recognition
If you have developed a brand or carry brand names that connect to your consumers, then by all means use them. This gives your consumers a sense of comfort, trust, and familiarity with your company, even if they have never heard or dealt with you before.
Message Delivery
Sometimes it’s not about what you say, but how you say it. Try using humour, or delivering the message based on the season. Say something related to Christmas even if your product has nothing to do with the winter holidays.
An SEP Example
Title:
Exclusive All-Teflon SEP Running Shoe
Description:
Free laces with every purchase - this week only.
Comfortable shoe for a Christmas shopping spree!
The title of this ad handles product differentiation and brand recognition (Teflon & SEP), while the ad description takes care of incentives, features/benefits, and message delivery.
Thank you for the advice. Although I am currently writing a blog (I’m using the blog as a training tool), I do plan to take the next step and go into affiliate marketing and this advice will be very helpful.