TPE #124: 15 tips to boost CTR (Search Ads)

Read time: 4 minutes

Google recently announced big changes are coming to Responsive Search Ads:

• Headlines can now show instead of descriptions.
• Headlines can now show instead of sitelinks.

As a result, what defines a “headline” is becoming blurry and testing becomes more difficult.

So today, I’ll share 15 tips to increase your CTR by writing better ad copy.

Most of these are not “sexy”, but their impact is high.

Remember: the fundamentals always drive the best results.

Let’s dive right in

1: Include your keyword in the headline and description.

This is essential to increase ad relevance, which increases Quality Score and the likeliness someone clicks on your ad. With RSAs, add the keyword to max 3 headlines and 2 descriptions to redundancy.

Bonus tip: use Dynamic Keyword Insertion for even more relevance!

2: Don't try to be fancy: focus on what the user needs.

With Google Ads, clear and to the point beats fancy and smart. If someone is looking for 'best white sneakers size 44', show them 'best white sneakers size 44'.

The more direct you can be, the better.

3: Use verbs in CTAs (tell the user to do something).

This one speaks for itself: use active language to stimulate a user to take a certain action.

• 'Register today'.
• 'Learn more'.
• 'Buy now'.

4: Focus on the result your customer will get.

What problem do you solve for your customer? Show that in your ad.

Sell the destination, not the journey.

Selling fitness programs? Don't say 'buy our fitness program'...

Instead, say 'get six-pack abs in just 30 days'.

5: Add as many ad extensions as possible.

Extensions (or assets I guess haha) instantly boost CTR. Use them to increase ad size, push competitors down, and show relevant info.

Sitelinks, callouts, structured snippets, promotions, prices, images... Use them all if you can.

6: Use local language for local searches.

This is a no-brainer for local businesses.

Increase ad relevance and chances to get a click by adding the location to your ad. If someone's looking for a plumber in Parkville, MD, show them a plumber in Parkville, MD.

Simple as that, but often overlooked.

7: Use scarcity & urgency tactics.

Nothing gets people to move more than scarcity and urgency.

As humans, we want what we can't have.

• Got 5 items left in stock? Show that in your ad with Ad Customizers.
• Sale ending soon? Show that in your ad with a countdown timer!

8: Include social proof.

Another human psychology trigger that's just as strong as scarcity and urgency: social proof.

Assure people you can deliver.

Example: 'Rated 4.7/5. by 50K+ happy customers'

9: Focus on 1 angle at a time.

Don't try to sell your customers too much at once, you'll confuse them.

Instead, focus on 1 angle, 1 problem, 1 solution.

Confused people don't click your ad.

10: Test your assumptions.

Never assume something will work. Set hypotheses and experiment. Never stop testing!

11: Test different lengths.

Don't make all headlines and descriptions max length.

Test different lengths so your ads can show perfectly on different screen sizes without cutting off words at the end.

12: Keep it simple.

Keep your ads as simple as possible.

Just tap into what the user is looking for with relevant keywords in the ad, and play a bit with psychological triggers like scarcity, urgency, social proof, a CTA, and you're good to go.

13: Use generic USPs.

Generic USPs are not product-specific, but showcase why your business is the best option.

• 'Lowest price guaranteed'
• 'Free shipping and returns'
• '30-day money-back guarantee'

14: Use product-specific USPs.

These help convince your customers of why they need your products.

• 'Save up to 9% energy today'
• 'Comfortable & stylish'
• 'Premium leather'
• 'Save €25 today'

15: Write for your customers, not for Google.

Yes, you need high ad relevance for a high Quality Score.

But don't go overboard by stuffing keywords in every single headline.

Always write for your customers, not for Google. Don't spam your keywords, keep it clean.

There you have it: 15 tips to increase Google Ads CTR!

Use these to get more clicks, boost CTR, and ultimately conversions.

I hope it was helpful!

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Cheers,

Miles (& Bob)