Click Through Rate on Adwords

[London Bookkeepers]

Good Evening. Apologies if this has been asked recently but I'm looking to lower my Adwords costs and increase my clicks (aren't we all!). I'm keen to improve my quality score and improve my CTR.
What I'm wondering is what is a decent CTR for one of the keywords that attracts the right people?
The keywords that I consider to be the best/most relevant I'm generally getting CTR's around 1.5%. For some of my keywords that I think are maybe not as good I get better CTR's with - some can be 4 or 5% but I don't think these always get the customers I'm after.
My CTR can sometimes drop below 1% as well. Any thoughts/advice?
Thanks in advance.

 

[Andrew Baker]

Firstly... How are you targeting your KWs?

Exact, Phrase, Modified Broad Match or Broad? If you are using broad match you will normally have lower CTRs, I wouldn't recommend using this approach... for your converting KWs use exact match in separate AGs or Campaigns, you can then use BMM (modified broad match) for larger reach but with a good degree of control. It's essential to employ negative KWs by mining your Search Query Reports on a regular basis, pulling good performers & negating the chaff... also make sure you structure your ad groups to very specific themes to ensure your ad creatives & landing pages are highly relevant...

By separating KW match types & performing KWs you will have much greater control and understanding of your account QS factors.

I've seen accounts with exact KWs picking up well over 30-40% CTR simply because you have laser-targeted that KW with your ad messaging, not only matching the query but the intent with your USP, CTA.

One final point, don't get too obsessed by CTR & QS... it's all about Profit, which KWs drive you the most profit. You might have KWs with a QS of 5 that are bringing you 2000% ROAS each day... great work on this but identify your money KWs first don't spend silly money by increasing your CTR if you don't bag the traffic.

Hope that helps...

EDIT: Just noticed I've hit 500 Posts - I hope they were useful.

 

[AdrianB]

Spot on advice by Andrew.

Also, it may be assumed, but please ensure you are using conversion tracking (AdWords) and/or goals (Analytics).

In terms of CTR, of course we strive to get as high as possible but you just can't compare different keyword match types and have to consider factors such as bid price (and its effect on average position) and ad copy (relevancy to keyword).

Make sure you check your search queries to spot any negatives (and potential positives) regularly. I've a video on this page that shows how - boldinter.net/IGvB1l. I hope it helps.

 

[London Bookkeepers]

Thanks Andrew - that's very useful. I use a mix of exact and broad but I'll follow your advice here with midified broad match.
I do use negative keywords and do check this since it has definitely been the case in the past that a lot of clicks have been for search phrases that really are not what I want at all.
What's the best way of identifying where your best clicks (customers) are coming from? Given that most of our enquiries end up seeing the ad and then phoning in rather than completing the form that we have?
Thanks again.

Firstly... How are you targeting your KWs?

Exact, Phrase, Modified Broad Match or Broad? If you are using broad match you will normally have lower CTRs, I wouldn't recommend using this approach... for your converting KWs use exact match in separate AGs or Campaigns, you can then use BMM (modified broad match) for larger reach but with a good degree of control. It's essential to employ negative KWs by mining your Search Query Reports on a regular basis, pulling good performers & negating the chaff... also make sure you structure your ad groups to very specific themes to ensure your ad creatives & landing pages are highly relevant...

By separating KW match types & performing KWs you will have much greater control and understanding of your account QS factors.

I've seen accounts with exact KWs picking up well over 30-40% CTR simply because you have laser-targeted that KW with your ad messaging, not only matching the query but the intent with your USP, CTA.

One final point, don't get too obsessed by CTR & QS... it's all about Profit, which KWs drive you the most profit. You might have KWs with a QS of 5 that are bringing you 2000% ROAS each day... great work on this but identify your money KWs first don't spend silly money by increasing your CTR if you don't bag the traffic.

Hope that helps...

EDIT: Just noticed I've hit 500 Posts - I hope they were useful.

 

[London Bookkeepers]

Thanks Adrian. I do use conversion tracking where I can track when somebody has made an online enquiry. Is there any way of tracking when customers phone in though?
Thanks.

Spot on advice by Andrew.

Also, it may be assumed, but please ensure you are using conversion tracking (AdWords) and/or goals (Analytics).

In terms of CTR, of course we strive to get as high as possible but you just can't compare different keyword match types and have to consider factors such as bid price (and its effect on average position) and ad copy (relevancy to keyword).

Make sure you check your search queries to spot any negatives (and potential positives) regularly. I've a video on this page that shows how - boldinter.net/IGvB1l. I hope it helps.

 

[AdrianB]

It depends on volume but there are dedicated call tracking systems such AdInsight but these can be pricey and really for high volumes.

In Google Analytics, they now have a Beta for real time search so, if quick, you should be able to see what search query delivered the caller to your site. I use getclicky.com to give a quicker insight for this type of purpose. Both though will provide you with the data that you won't necessarily be able to get from AdWords alone.

If you have webdev skills or know someone who can, then you could also investigate implementing your own system such as outlined here - adwiserhq.com/blog/adwords-phone-and-verbal-conversion-tracking/ - Even just having a dedicated phone number on your landing page would help you.

 

[Webtistic]

Not much talk of landing pages here.

I suspect from your posts that you are sending your Adwords traffic directly to your home-page? If so, that could be a big mistake.

You should be building dedicated landing pages for your main keywords for relevancy and user-experience reasons, and then split-testing all of your landing pages on an ongoing basis.

Use your existing analytics data to identify additional opportunities to build dedicated landing pages and split-test on an ongoing basis.

The increased relevancy will help your quality score (cheaper clicks), and improve your conversion rate.