Click-Through Rates (CTRs) have become vital in determining the success of any online campaign in a fast-paced digital marketing space. But every time we set a campaign, we face high uncertainty in the back of our minds about its performance. The certainties might include: Will my target audience get the message? Will the message portrayed through my campaign affect their interest and well-being? Will this campaign be able to turn visitors into new customers?
This blog post will explain the 10 most efficient ways to increase click-through rates as well as one of the most popular metrics in digital marketing: the click-through rate (CTR).
What is a Click Through Rate (CTR) in Digital Marketing?
The number of times an advertisement is clicked by viewers about the total number of times it appears on their screen is known as the Click Rate or CTR. It is crucial to the success of any Internet marketing effort. For instance, if your ad gets 2000 impressions and the user clicks on it 100 times, your average CTR will be 20%. With the better suitable and attractive offer you have, the best is the Click through rate of your campaign.
In terms of Search Engine Optimization (SEO), better CTR rates will offer your landing page more credibility for search engines, and hence, better rankings on SERPs. Additionally in some cases, if an ad gets a higher CTR, it also gets a lower pay-per-click. Hence the benefits of getting good rates are even more alluring. A higher CTR indicates that your content is selling and your ad is working perfectly fine with the audience. However, a lower CTR suggests that there is a scope for improvement in your ad that you must look after.
Role of CTR in Digital Marketing Strategy
Counting the number of clicks to analyze the growth of your online campaign is an obsolete and inaccurate technique. The more appropriate method of analysing the performance of your online campaign is by using the CTR in digital marketing.
The more people see your ad, the better your clicks. With the Click Through Rate, you can easily track the growth of your multiple online ad campaigns, assuming that all those ads have received the same quantity of impressions.
A higher CTR usually suggests the trustworthiness of an online ad campaign. With each click, you gain more trust from the audience, especially if your ad is published on some of the most trusted websites on the internet.
10 effective strategies for higher Click Through Rates
Click Through Rate (CTR) is a vital metric in calculating the performance of your digital ad campaigns. However, before diving in, you need to consider a few important aspects that are involved in producing improved Click Through Rates.
Below we have compiled the 10 most effective strategies for higher Click Through Rates for your online ad campaign.
1 Write Tempting Meta Description
Well-crafted Meta descriptions are a perfect way to enhance your organic CTR. The Meta snippets appear just under your title tag on the search engine result pages (SERPs). With better meta description, people know well and early about your intention behind the ad and hence better trust and connection.
Allow the readers to know better about the intention behind your ad as early as possible. Here is how you can improve your meta description to suit your audience.
- The meta description is an excellent piece of summary that you can offer to your audience. The meta description is only limited to 160 characters.
- Be detailed and relevant about the information that you want to convey. Short and crisp information about your products and services usually attracts a larger audience
- Use emotionally charged phrases to convey better with your audience and in turn improve the Click Through Rate.
2 Use Explanatory URLs
The URL of your website is the most important piece of information that is displayed on the SERPs. But to enhance your CTR, you might need to change it. You must make your URLs as brief as possible, considering that the URLs are considerably larger. A briefer and to-the-point URL will help attract your audience and will help in conveying the message quicker. If you are a regular WordPress user, you can make the URL change by visiting your permalink settings.
3 Use suitable images in your posts
A digital ad without an image can hamper your readership and interaction with your audience. The Image SEO recommends using alt text and perfectly identifying your images. The images are required if you want your digital ad content to appear in the featured snippets and other SERP information boxes. With a photo section, users are more likely to click on your URL.
4 Know and Talk to Your Audience
The first and vital step to boost the average Click Through Rate is to understand your target audience. Always align your digital ad campaign towards your target audience and your audience must not be broad enough so that the message doesn’t convey to your audience. You must use the targeting and retargeting methods to reach your target audience. You can segment users by geolocations, genders, ages, and devices, along with the customer journey stage.
Additionally, it is not sufficient to just learn about your audience and learn some facts about their best interests. The best way to improve your CTR is to engage with the audience. Try using the normal day-to-day phrases in your ad copies that your ideal customers would use. Dive deep into the jargon and answer the vital frequently asked questions (FAQs) that the audience might ask.
Make sure that your ad copies are compelling, articulate as well as user-centric. Maintain the right balance between using the right keywords and delivering a promising message that would engage with your audience. Regularly monitor the performance of your ad copies to optimise your data to achieve the desired results.
5 Keywords are crucial
Adjusting and balancing the right keywords is crucial to bringing the right traffic to your landing page. Besides the personalized content, keywords play a huge role in attracting the audience. This will not only help users to think about your offers but also boost your visibility for search engines.
Always keep in mind that a specific keyword makes it easier for the audience to find your specific product, services or web page. While using specific keywords might narrow your audience, your CTR is increasing, as your products and services are now targeted precisely to the right audience.
6 Optimize the speed of the website
Website speed is one of the most important elements in attracting the audience to your products and services. If your page is not properly optimized, it will not redirect the audience towards your landing page on time. Hence, the audience might instantly depart, damaging your organic traffic.
Look out for your URL in the search bar and type “Search” to check how fast your website is loading. Then on the left of the sidebar, select “Site Audit”.
7 Consistent Branding and Conversation
Persistence and Consistency are vital in building brand recognition and bringing in higher click-through rates. Make sure that your branding and messaging are direct and consistent through all channels and points. Use a similar tone of voice and branding components to present and reinforce your brand identity.
8 Implement Search Ads
Search ad groups are a powerful strategy in enhancing the Click Through Rates. Google ads, in particular, often bring a higher CTR as compared to other advertising tools available in the market.
With Google Ads ad extension, one can leverage the enhanced ad visibility and appeal, and hence focus on interactive ad content and relevant keywords to bring optimal results. For example, the smartphone market is highly competitive and hence, selling a smartphone ad might be tougher as compared to selling an ad for overhead cranes, whose market isn’t very competitive.
9 Avoid becoming ad blind
Banner blindness or ad blindness is a process where the brain of the user starts ignoring the advertisements, especially the banner advertisements. It is a normal phenomenon since many users skip the banner advertisement as they might find it annoying. However, the users ignoring the banner ads can significantly impact your CTR, and hence, the revenue.
The solution to this is merging your message with the website content. For example, the local ad formats often get higher CTRs because they easily adjust with the locality they are posted in.
10 Search Engine Optimization is the key
Different studies have certified that the website’s positioning plays a vital role in influencing its CTR. The Click Through Rate plays a vital role in determining the visibility of the website and its impact on SEO.
Additionally, the websites displayed on branded queries show one of the highest CTRs. This particularly highlights the huge importance of forming a powerful brand presence in generating user interest and hence, clicks.
Key Takeaways
The Click Through Rate offers a measure of the ratio of the audience who see a digital advertisement(impressions) and click on the same.
CTR is a crucial indicator of an online ad campaign’s efficacy or success in digital advertising.
CTR can be calculated by using the following formula:
CTR= (Total Measured Clicks/Total Calculated Ad Impressions)*100
By implementing some of the most effective strategies for higher Click Through Rates, one can easily boost the performance of digital ads, and in turn, generate better revenue.
