Boost Your Click Rate with More Relevant Ads

If no one's clicking on your ads, or if your ads are appearing too far down the list, there's a good chance they're not quite relevant enough. (Either that, or your keyword choices aren't quite right).

It's really important to make your ads relevant to what your customers are searching for. To get their attention, both the title and the text must be relevant to the keywords they have entered, and to the product you're offering.

How to Make Sure Your Ads Are Relevant

• Ensure the link between your product and the keyword is very clear and that your website content is relevant to the keyword
• Put the keyword in the title: it draws the consumer's eye
• Clearly indicate the breadth (and the limitations) of your offering
  • If you rent holiday cottages in Ontario, make sure you clarify that your product is limited to Ontario
• Outline your unique selling points in your description
• Make sure the tone of your ad matches the price point and positioning of your product
  • If your holiday cottages are luxury, don't use the keyword ‘budget cottages' in the title
• Add targeted offers where possible
  • ‘Beach house rental, free sailing lessons included' includes an offer that's particularly well-suited to the service
• Use a call to action with a value-added offer if possible
  • ‘Rent family cottages now and get 20% off'
• Check the competition, and stand out from it

More examples of good versus bad ads

Remember: the more users know about your service before they click, the more likely they are to convert and the higher your return is likely to be. 

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