The idea behind Google Ads may seem rather straightforward, but the question is how can you improve your click-through rate leading to an effective conversion? As said by Joseph Bojang, “When you set up any campaign, be as specific as possible to the person you want to click that ad”. When your Google Ads account is not structured well or managed effectively, your click-through rate (CTR) will be low. This will allow your competitors to be at an advantage by boosting their CTR.

In this week’s article, we will discuss how you can boost your CTR for your Google Ads.

What is Click Through Rate (CTR)?

The Click-through rate is the percentage of impressions resulting in a click. This means that CTR tells you how often viewers search for your ad. The higher the CTR, the higher the effectiveness of your ad.

The goal of your campaign is to get valuable viewers to your website and allow them to act upon the desired action. For example, purchasing through your website or filling up an information sheet. An ideal CTR depends on your industry average, however, it is unusual for a CTR to be less than 1%. The average CTR is 1.9% though you should aim for a higher CTR.

Know Your Audience

You may see this repeatedly in marketing articles, but it is by far the most under-utilised strategy. Understanding who your audience is allows you to resonate with your audience on a more personal level. For example, based on your audience’s demographics, you can discover their most frequent search intent and online behaviours. This will aid you in developing creative ads and using the appropriate keywords.If you want to learn more about how you can understand your audience, click here.

Use Sitelinks Extension

Adding different site links that relate to your ad provides higher relevance. This induces a sense of curiosity and interest among users. Below are some examples of sitelinks extensions.

Improve the Creativity of Your Ad

If your CTR is anything lower than 1%, it is considered significantly low.

You can start with adjusting the creatives of your ad. According to Google, the most ideal dimensions of a Google display ad are:

336 x 280 px large rectangle

300 x 250 px medium rectangle

728 x 90 px leaderboard

300 x 60 px half page

320 x 100 px large mobile banner

Do a test and identify which dimensions best suit. You should also use vibrant colors to attract users and a call to action button.

Use Dynamic Keywords

No doubt, keywords have a significant impact on your Google Ads. Google Ads’ interface is designed to encourage users to add multiple keywords to their accounts and their Ad Groups.

However, having too many keywords in a single AdGroup might hinder the relationship between advert text and keywords in each AdGroup. This is because if a user searches for a keyword within your ad group that contains multiple keywords, the ad may not contain the keyword the user is searching for.

Be as specific as you can. The ultimate solution you can adopt is to use dynamic keywords or group your keywords into smaller groups.

Read more about how keyword marketing is so important, here.


Although CTR is not the main priority in measuring success, it is still important to get the best CTR for your ads. It is apparent that the design of a display ad is not enough, there are other factors to consider as means to increase conversion.

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