SM Agency

SM Agency

About the Author

SM Agency is a full-service digital agency specialising in creating emotional experiences through marketing. We rely on the newest neuroscientific methodology and technology which allow us to get +97% precision in audiences’ emotional understanding and +250% campaigns performance growth. Our experienced team helps brands of any nature connect with customers at a deeper level and get the most out of their marketing campaigns.

One of the quickest ways to get more traffic from Google is by buying ads. You give them money, they'll gladly drive you visitors. The problem with AdWords though is that it's expensive unless you can optimise and improve Google AdWords click-through rate (CTR).

In this article, we are going to show you how to increase your AdWords click-through rate.


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What is the click-through rate (CTR)?


The click-through rate is a percentage based on the number of people who click your ad in rapport to the number of people who see your ad.

So, the more people see your ad, if a higher percentage of them are clicking through, that means your click-through rate is increasing.

Let's say your competition is paying £2 a click, and you, on the other hand, are only paying £1 a click. If they show your competitor's ads 10 times and it only causes 1 click, but if Google also shows your ad 10 times and it causes 5 clicks, they're going to start showing your ads on top of your competitors.

That’s how crucial the CTR is.

Even though you're paying less, as Google makes their money per click, the formula ends up working out where they make more money from you than your competition.

How do you optimise your click-through rate?


1. Analyse your competition


First, check who in your space is buying ads and what copy they're using.

In SEMrush, you can put in any URL, or any keyword and they'll show you all the people who are buying ad spots.

Let's say the keyword is SEO, it will show you every single company that's bidding on that term and the copy they're using.

The ones at the top tend to have the highest clickthrough rate because Google optimises for a click-through rate and income.


2. Optimise


Second, you want to take that copy and see if you can create a better version of it.

Use the ones at the top, they are the ones that you can get ideas from as if they are there is because they get most of the clicks.

And if they do so is because their title and meta description is persuasive and appealing, getting to grab people's attention and driving them to click.


3. Use the keyword in your copy


Third, you want to make sure the keyword that the person is typing in is within your title and meta description copy.

If the keyword isn't in there, they are less likely to click through to your website.

Placing the keyword there will call users' attention as they will see in your title and description the exact term they used to make the search, leading them to think that they will find the information they are looking for there.


Alright, now before we move on with the next tips on how to improve Google AdWords, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.

How much should you invest in Digital Marketing?

4. Daypart


Fourth, you want to daypart. What we mean by dayparting is that you turn on your ads during specific times and turn them off during the times when you know you're not going to get business.

For example, if you're in the B2B niche, why would you advertise at night-time when people are going to be searching during the daytime when they're at work clicking through on your website and buying?

If your ads are showing up at night-time, the chances are the people who are searching aren't your ideal customer.


5. Geotargeting


Last but not least, geotarget your ads. If you know that you only serve your business within specific regions you wouldn't want to show everyone your ad, because it wouldn't be relevant to them, and if it's not relevant to them they're not going to click through.

It's funny, the other day we were looking for frozen yogurt, and when we were looking for frozen yogurt and we were typing it into Google, there was an ad for a company that had a frozen yogurt shop that was 50 miles away.

Do you think we would ever click through and go there?

No, but they were just wasting money. We don't know who's running their ads, but they're losing them a ton of money, and you don’t want to make the same mistake.


If you need help to improve Google AdWords for higher results to grow your business in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.

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