Affecting Click Through Rate (CTR)

Raising / Decreasing Bid Cap

As mentioned in the ‘affecting CPC’ section; as a rule, the bid cap is directly proportional to the CTR. The more we bid, the higher the position we can afford. The higher the position we achieve, the higher the CTR is likely to be.


Qualify / De-qualify Ad Copy

Having achieved an impression on the search engine, the ad copy is the last opportunity to influence searchers before they click on our listing. Sometimes it is prudent to make the ad copy appealing and generic as to encourage as many people as possible to your site. This is generally the case when a campaign site is converting extremely well.

However, on some occasions, when the campaign site is not converting very well, it is necessary to filter out browsers and non-converting traffic. Under these circumstances we qualify the ad copy (as outlined in the ad copy writing section)

Using Dynamic Keyword Insertion with the Ad Copy

Sometimes; no matter how much thought and effort that is put into the ad copy, a searcher will simply look out for their keyword in bold amongst the listings. Even for the searchers who read the ad copy, there is a heightened perceived relevancy if the exact keyword is included within the ad copy.

Therefore, a successful strategy we employ for increasing the CTR is to include the keyword in the ad copy. We achieve this by using the dynamic keyword insertion facility.

Adding Negative Keywords

Again, adding negative keywords will reduce the likelihood that ads will be shown for irrelevant keywords. This means that the ads that are served will be more relevant as a whole and will therefore achieve a higher CTR.