Skip to content

Boost your AdWords click-through rates and increase web traffic

7 May, 2012

There comes a time when each Google AdWords campaign needs a boost in click-through rate (CTR). An improved click-through rate will not only increase traffic but also results in improved quality scores and a higher ad ranking. In the last 90 days, Hurtigruten’s click through rate has increased by more than 700%, we are now paying 5 NOK less per click and the search conversion rate has increased by 160%.

Here are three immediate changes you can apply to your campaign to improve your click-through rate.

Sitelink extensions

Sitelinks apply to ads within the top three positions in Google. They support the main ad and link with a series of 3,4 or 6 text links. These links can differ from your main landing page and can provide additional benefits or navigation into your site.

Ensure sitelinks are an integral part of your search marketing efforts. Sitelinks will attract more clicks for your campaign and each text link should have different link to its own unique landing page. When using site links, the description can compliment your ad or be used to cross-sell offers. The key is to be as creative as possible within 35 characters or less.

An example of a Hurtigruten ad with site links

Hurtigruten Ad with site links

To add sitelinks, click on the Ad Extensions tab in your Ad campaigns and click „new extension“.

Descriptive Display URLs

When creating ads, the display URL entered is usually your root domain. Ie With 35 characters, you are free to experiment by varying the display URL. Perry Marshall, one of the worlds leading search marketing experts, recommends dropping the www. prefix. This will most llikely leave you with approximately 20 characters to be creative with. Here are sonme examples Hurtigruten currently use in ads.


Once your headline has grabbed the searchers attention, use of a great descriptin and supportive display URL will get the user to click.

Dynamic Keyword Insertion

Dynamic keyword insertion is a little-know function in Google AdWords that automatically inserts the searchers keyword into the sponsored ad. It’s easy to use, but you need to understand what you are getting before you use this feature. Dynamic keyword insertion can become very embarrassing if you get it wrong – One of the worlds largetst auctions sites are famous for dynamic keyword misteps.

An example of incorrect use of DKI

eBay DKI

An example of correct use of DKI

Hurtigruten DKI

If a searcher types in „Norway Sailings“, the headline will replace {KeyWord:Hurtigruten}with „Norway Sailings“. But if a searcher types in a phrase that is not in your keyword list, „Hurtigruten“ would display instead. By using dynamic keyword insertion, you can save significant time and increase the relevance of your ad.

Don’t forget that conversion is still your key metric

If you need to increase your click-through rates, following the above will help you get started and increase your PPC traffic. However, always be sure to test for yourself and remember, an increase in click-through rate does not always mean an increase in sales.

Do you have any tips to increase your AdWords click-through rate? Share your suggestions in the comments below

One Comment leave one →
  1. 28 June, 2013 02:26


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: