How to increase PPC click-through rates

Denver Burke
Denver Burke
09 / 03 / 2017 | Prodo Insights

Increasing your PPC click through rate is hugely beneficial for you as an advertiser. Here's how to increase PPC click through rates with some simple tips. This is the first in a series of four CTR blog posts, you can read the second here: How to increase organic click-through rates.


Increasing your PPC click through rate is hugely beneficial for you as an advertiser, because you get a lower cost per click and, ultimately, a lower cost per conversion. It's a huge factor for Google, for Facebook, for Twitter - for pretty much every paid platform that you'll encounter, so it's key to make sure that your agency is maximising the click through rate.

What to look out for
Key things to look out for are: a
re the keywords that you've got tightly grouped into themes, do they all make sense as being together? And are they tightly grouped in terms of adverts that they appear with as well? So you want really, really close synergy between user search term, the keyword and the subsequent advert that's then triggered to that user.

Test your adverts regularly
The next thing that you're going to want to do is make sure that you're testing your adverts regularly. increasing click through from adverts is one of the quickest, easiest wins. Make sure your agency is doing this for you, press them hard to test out new variants.

Use variants
Lastly, make sure that you're using ad extensions, sitelinks, structured snippets - there's so many of them now, make sure that you're using as many as possible. Google will put together the best variants that it can find to work with and you'll see huge differences, (especially) including things like image extensions and all the new betas that they're releasing this year.

In summary
So, key things to keep together: key words and tight themes, adverts being tested and site links being used.

Denver Burke
Denver Burke

Inbound Strategist