15 Ways to Improve Your Google Ads Click-Through Rate

Published by tizible on

Click through rate

Do you know how to improve your CTR? CTR stands for Click Through Rate.

You are doing business right, so you want to generate more clicks? It doesn’t matter you are Google Ads Expert or Website owner.

You may always think about how to improve your CTR, it’s crucial you know, more clicks generate more sales. So, the question is How to improve your google ads CTR?

At Reliable Digital Service, we always want to do something for our clients, and After so many years of experience, we found some significant ways that Improve your Google Ads CTR.

Today we will be going to discuss 15 ways to improve your Google ads CTR.

If you follow this blog carefully, you will never become the same. You will become a pro in Google Ads.

[Caution: Dear Reader, this blog is not for beginners. You must have basic knowledge in Google Ads}

Before We start, we may have the question, or you may already know What is CTR?

In online Marketing, CTR is a ratio based on the number of clicks you receive out of the total number of impressions

Let’s take an example and understand- I have a shoe company, and I start running Google Ads. 

Suppose my website’s ad shown 500 times for a search query, and out of that, only 50 people clicked on my Ad and went to my website. In that case, my CTR rate will be 5%.

So, the calculation is based on-

Total No. of Clicks ÷ Total No. of Impressions × 100 = Click Through rate

The Question is…

Is it only for the paid Search? 

No, by the same calculation, you can calculate your organic CTR rate also. You can check your CTR in Google Search console’s performance tab.

Now, after Understand, what CTR is, we may have the question is What is Good CTR?

When it comes to a successful marketing campaign, the main concern is how many clicks your ads generate from SERP. 

So, what is considered a reasonable click-through rate on Google search- for both advertisement and organic? 

Well, it entirely depends on the particular industry you are dealing with. But, at a CTR report, Benchmark by Wordstream revealed that – “the average click-through rate in AdWords across all industries is 3.17% for Search and 0.46% for display.”

Benchmark by Wordstream revealed that -” the average click-through rate in AdWords across all industries is 3.17% for Search and 0.46% for display.”

benchmark report
Benchmark by Wordstream

Remember the One Rule for Google Ads: The more relevant your keywords are, the more potential clicks you will get for your business.

How To Improve CTR(Click Through Rate)

CTR is the essential factor that determines your website’s ad rank position on SERP. 

It also indicates the quality of your website. How much time visitors are spending on your site? How are they interacting with your website ?? Before you jump-start any specific practice, you must analyze your Google analytics and audience behavior.

google analytics audience behavior

This is one of the old Websites. I know the analytics is not so good, but it’s not essential here. Here all the data is real. 

The analytics Behaviour section looks like this. So, observe this carefully. 

You may want to improve your CRT anyway, so, for your help, we will going to break this blog for the two parts. 

  1. Improve ad copy
  2. Improve external ad factor

Improvement In Ad Copy: 

We will be going to discuss some factors that were already tested to get excellent CTR in ad copy improvement in ad copy improvement. That’s all are the best option to improve your Google ads CTR.

Use your primary Keyword in Headline

Using your target keyword in your ads title gives your ad a lot more exposure. The first thing people notice is your headline, and the success of your ad, 70% depends on your headline.

AD copy headline

So, Let me ask you a question… Which ads will you click ?? Be honest. I know you will going to click 1st one. Now, you have the answer, why keywords on the headline are too much important. 

Keyword in Display URL

The second most important factor of CTR improvisation is using a focused keyword in your display URL. 

Using the exact keyword in the display URL shows the surely of landing on the desirable page. 

Now you may ask, what is wrong with a normal page URL or a homepage URL? Well, there is nothing wrong with it but think like a searcher. 

The searcher may not be intended to click on your ad, unless and until they know about your business or what service you offer. And you are advertising because you want to generate new leads. 

display url

Just look at this picture, the perfect example. Two words are here. I searched for the “Digital Marketing Certification Course.” 

Now you have the perfect knowledge of how to use your links. 

Make a Clean & Simple Copy Ad Copy

Making your ad copy eye-grabbing is as important as improving your click-through rate. 

But wait! I am not talking about a fancy ad copy that contains more number of shitty things rather than proper text. A clean and clear, concise copy of the ad will bring the right click. But how?

Simple Ad Copy

See the above ad copy, here one is in the proper format, and another one also contains proper text but not grabbing that attention. 

It is somewhere lacking. So title capitalization can give a proper ad format to your ad copy. Don’t use too many stops. Too many stops will break the flow of reading.

Use Symbol & Numbers To Grab Attention

While improvising your ad copy and making it eye-catchy, don’t forget to use a symbol like a pipe, at the rate, copyright, trademarks, etc.

To use those symbols simply hold the alt key and type the below numbers-

  • Trademark symbol – Alt + 0153
  • Copyright symbol © Alt + 0169
  • Registered trademark symbol ® Alt + 0174
numbers in adcopy

Use Ad Extensions

Ad extensions expand your ad with extra pieces of information. 

Usually, there are 25 characters( including space) in the headline, and 35 characters( including space) in the description are allowed in an ad copy. 

So this is obvious that you need more space to write about your business. And that is why Google suggests you to use extensions to give your audience some extra information and that too free of cost.

Adding multiple extensions won’t guarantee that it will show all the time with your ad or you get the ad click. Google’s algorithm determines whether to show extensions or not. 

Besides that, which extensions to show and when. Ad extensions definitely help in improving your Google ads CTR and your AdRank.

There are 10 types of Ad extensions in Google ads

Site link Extension

To add more links to your ad site link extension is used. You can drive your audience to any specific page like about us, contact page, services offering page.

Callout Extension

To highlight some extra features like “Free Shipping or 24*7 Service” or any unique offers, you can use the callout site link.

Structured Snippet Extension

This extension allows you to add some extra text. You can highlight your distinctive business aspects and offer an extensive reason for people to click on it.

Call Extension

Offers call facility direct from the ad.

Message Extension

People can send you a text message if this extension is enabled in your ad.

Location Extension

This extension is used to highlight your business location.

Affiliate Location Extension

To show your affiliate business locations.

App Extension

You can encourage your people to install your app.

Price Extension

Price extension is used to tag your product with price.

Promotion Extension

If you are offering any specific or limited time offer, you can use a promotion extension.

These are the extensions you can use to get more clicks ads.

Put a Special Offering In Headline

There is no definite answer to the question of how to improve CTR. So do the best of your try and test what is working. 

Sometimes, a special offering can bring clicky intent. People usually pay attention to your Headline first, and your offering can discriminate your existence.

Leverage Dynamic Ad Features With Countdown Timer

Another important approach to make your ad striking is to add Countdown Timer. 

Countdown timers create an urgency in the mind of people. It appears to have a great effect on increasing Click thorough rate.

To include a countdown timer, all you need to do just add this syntax ” {= ” in your headline or description area and choose the timer.


Influence People To Take Action

Sometimes you have to motivate people to take action. And this is nothing wrong with that. 

Use some of the urgent wording like, Hurry up, Limited time offer, Apply now, Call now to make people influenced.

call to action

According to research from PsychologyToday, people respond to the emotional part of the ads a lot more than the text itself. Try to connect with your audience by delivering them a sense of empathy.

Avoid Using Broad match Keywords.

If you’re using a broad match type keyword, then you are making a big mistake with your ad. At the end of the day, you will burn your whole budget having with least conversion. 

Use Broad Match Modifier rather than using broad keywords. What is Broad Match Modifier?

Let’s take an example and understand. Say you are dealing with “Red Shoes Only For Women.” You used the keyword “Red Shoes” for your Ad so that your ad can trigger when someone is searching for red shoes. 

In that case, you will be wasting your budget because a men’s red shoe searcher can also see your ad. To redress this silly mistake, you can use a modifier.


You can use that keyword in such a way that if someone is searching for red shoes with a condition of “women” included there only, then google give an impression to your ad. 

To do this, use (+) sign before the keyword you want to use as modifiers. Like “Red shoe +women.”

Drop Down Negative Keywords

To make sure you are showing your ad to the right set of people, drop all the unnecessary keywords that are causing you to get an impression. 

Improvising in your keywords will drop unwanted impressions and clicks and can improve your Google Ads CTR.

Other Factors That affects Your CTR

Well, not only the ad copy improvisation guarantees success. There are some external factors that raise your CTR and improves your ad position. 

You must follow those to improve the ctr in google search. Let’s explore those stands.

Testing Multiple AdCopies

You don’t know which of your ads will appear on the search page and whether your audience will like it or not. 

So test with multiple ad copies so that you never miss a chance to be highlighted.

Bid A Bit Higher

If you are a new bidder, you should bid a bit higher to beat the competition. Bidding higher will increase your ad position, thus helps in improving CTR.

Segment Your Audience

Segmenting the audience is also another external factor for increasing CTR. Segmenting your audience will benefit you showing your ad to more relevant searchers.

Device and Location Modifiers

Once you started your ad campaigning, Google will start showing your ad performance report. 

You can check how your ad is performing there. You can optimize your bid on specific devices and for a specific location. 

This will help you to show your ad more specifically. It will affect your overall ad performance and average CTR.

Page Loading Speed

Page loading speed is a crucial factor of your ad as well as for Search Engine Optimization (SEO)

Many of the marketers say page loading speed doesn’t help increase your CTR. Yes, I know this factor is not directly proportional to the click-through rate. But It does affect your overall CTR. 

The more you can better your landing page experience, the more ad opportunities you will get. 

Researches on page speed have shown that users are more likely to interact with those websites which load within 3 seconds. 

Moreover, Your ad rank depends on those crucial factors like- user experience, landing page speed, bounce rate, exit rate, average time spending on a page, etc.


Better ad copy can go a long way to boosting your CTR, and this is the success mantra of improving CTR. 

If you want to improve your CTR, start by understanding your audience. You’ve to understand your audience flow, how is your ad doing. You have to test and run multiple ad copies to identify what is working for you. 

Not the same thing can be applied to every industry. Above mentioned tactics are just to aware you how your ad should be. Analyze what your competitors are doing.

In order to have a highly effective ad that actually brings clicks, you must track your ad performance. 

I hope now the question- How to improve Your Google Ads CTR is concluded.

You can also read:

What Not To Do on Social Media as a Business Person?


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