One of the most effective ways to get more web traffic from Google is by buying ads. You give them money, they’ll enthusiastically drive you website visitors. The problem with Google Ads though is, it can get pricey – unless you can optimize your click-through rate.
Click-through rate is when people see your ad and, if a greater percentage of them are clicking through, your click-through rate is improving. To explain this, let’s say your competitor is paying $2.00 a click. Meanwhile you are only paying a $1.00 per click. If Google shows your competition’s advertisements 10 times and it only results in one click, but shows your ad 10 times that trigger five clicks, Google will begin displaying your ads ahead of your competitors. Although you’re paying less, Google earns their money per click. The formula winds up working out since they generate more money from you than your competition.
First, find out who in your sector is purchasing ads and what duplicate what they’re doing. Using SEMrush, you can submit any URL or any keyword and you will see all the companies who are buying ad positions. Let’s say the keyword is SEO. It will show you every single company that’s bidding on that phrase and the copy they’re using. The ones on top of the list tend to have the best click-through rate, because Google optimizes for a click-through rate and income.
Next, you want to take that content and see if you can create a better version of it. Use the ones on top, they are the ones that you can get concepts from.
Third, you want to ensure that the keyword that the person is typing in is within your copy. If the keyword isn’t in there they are less likely to click through to your site.
Fourth, you need to day part, what I mean by day parting is you turn on your ads during certain times and turn them off during the times when you know you’re not going to receive business.For example if you’re in the B-to-B niche, why would you advertise at nighttime when prospects are going to be searching during the daytime, when they’re at work clicking through on your website and buying? If your ads are appearing at night the odds are the people who are searching may not be your perfect client.
Last but not least, geo-target your ads. If you recognize that you only offer your business within specific regions you wouldn’t want to show everybody your ad, because it wouldn’t be relevant to them. If it’s not relevant to them they’re not going to click through. It’s amusing, the other day I was trying to find ice cream. When I was looking for ice cream, I was typing it into Google. There was an advertisement for a company that had a frozen yogurt shop that was 50 miles away. Do you think I would ever click through and go there? No, but they were just throwing away money. I don’t know who’s administering their ads, but they’re losing them a lot of money.
Follow those actions, your click-through rate will grow. You’ll pay less for your advertisements, and you’ll produce more sales.