Improve Your CTR

Clickthrough rate (CTR) improvement is really about making your ads more relevant to your potential customers. Optimization should focus on creating more relevant and compelling advertising to help drive more targeted traffic to your website. Filter out irrelevant searches by refining your keyword list and incorporating negative keywords where appropriate. In addition, your ad text should reflect a user's search as closely as possible. For example, if you're running on the keyword "Paris travel tours," your ad text should also highlight travel tours in Paris.

•Use keywords in your ad title and text to make the ads more relevant

•Use negative keywords to eliminate unwanted impressions that won't result in clicks

•Create a relevant keyword list to target when your ads will show

•Use keyword insertion to make your ad more relevant to a diverse audience

Increase Your Clicks and Traffic

If your aim is to draw as much relevant traffic to your site as possible, you may want to consider running on a broader range of keyword variations. Keep in mind, however, that running on very general keywords can negatively affect your Quality Score and increase your costs.

•Create keywords for unadvertised parts of your website

•Find new keyword variation ideas using the Keyword Tool

•Increase daily budgets (to allow more clicks to occur) and maximum CPC bids (to raise your ad position) and/or increase your Quality Scores

•Reach more customers and maximize traffic by targeting the Display Network

•Broaden your location targeting settings

Promote Brand Awareness

Branding campaigns are designed to increase traffic to your website and enable a customer to interact or learn about your company's brand. If you want to promote your brand, you might decide to run a cost-per-impression (CPM) campaign in addition to a cost-per-click (CPC) campaign.

•Supplement your text ads with image and video ads that are great for branding messages

•Use Display Network placements to show your ad to people who are interested in what you sell

•Choose a landing page that focuses on the interaction with your brand