Are you searching for ways to optimize your Google Ads performance? If so, Search Engine Optimization (SEO) and Click-Through Rate (CTR) are two things that should be at the top of your list. CTR is calculated by dividing how many clicks an ad receives per its number of displays. For example, if a single ad earns 5 clicks out of 100 impressions, then it has a click through rate of 5%. Generally speaking, according to market data, the average CTR for search engine ads on Google stands at 1.91%, while display ads have around 0.35%. With these facts in mind, now's definitely the time to start optimizing!
Search Ads prove to be incredibly successful when it comes to gaining clicks, and for two primary reasons. For one thing, they are shown under search results at the exact moment a user is looking for something specific. On the other hand, display ads usually appear while users are engaged in various activities such as shopping or watching videos - not specifically searching like with searches ads. Additionally, these text-based advertisements appear above organic results which makes them more visible than ever before!
Generally, a satisfactory click-through rate for your Google search ad is around 2%, although this can vary depending on the industry.
CTR by Industry
How to improve Google Ads CTR?
Optimize Keywords: Optimizing keywords is a key strategy to increase Google Ads CTR. By refining and evaluating the relevancy of keywords, Google Ads can ensure that ads are placed in front of potential customers who are actively searching for relevant products or services.
Optimize Ad Headlines: Your search ad's headline stands out above the rest - It is typically bolder, brighter and the first thing your audience will notice. Therefore, experimenting with different headlines is essential to discover what works best for you and entice people to take action like free shipping or promotional discounts. Take advantage of this opportunity so users are more likely click on your ad!
Write Compelling Copy: An eye-catching headline may grab the attention of readers, but it’s high-quality content that drives conversions. Outline all the advantages your product or service offers and then prompt users with a gripping call to action at the end like "buy now" and "start today". To make your message as compelling as possible, don't forget to sprinkle in intoxicating power words – think "you", "best", “quick”, “easy” - throughout!
Aim for 100: Generally, the greater your ad's click-through rate (CTR), the higher it will rank. Investing more time and resources into refining your high performing keywords can help boost visibility in Google Ads. The ad quality score also provides useful ideas as to how you can further optimize its CTR for even better rankings.
Add Additional Information:You can boost your search results visibility by including additional information such as your company's address, contact number, or key pages. This is an effective way to entice users and draw attention to your advertisement content.
Grab Attention Through Design: To be successful on the Google Display Network, you must maximize user engagement with your ads. Start by studying analytics and design an enticing ad that captures attention - this could mean all the difference between success or failure.
如果你在Google上有投放廣告的話，你會想知道你的廣告的表現。有人點擊你的廣告，很自然地你就會想有更多人點擊你的廣告。那麼究竟要怎樣做？
就先從點擊率開始說起。點擊率（Click Through Rate, CTR）是顯示用戶在看到您的廣告或免費產品資訊後點擊的頻率。計算方法是將廣告獲得的點擊次數除以廣告的展示次數。舉例來說，若您獲得 5 次點擊和 100 次展示，點擊率就是 5%。根據最新的研究顯示， Google搜尋廣告的平均點擊率為1.91%，而顯示廣告為0.35%。
搜尋廣告的點擊率會高於顯示廣告主要有兩個原因：第一是因為這些廣告會在用戶主動搜尋時顯示於搜尋結果之下。相反地，顯示廣告會在網絡上其他的網站上顯示出來，而這時用戶通常在做其他的事情，例如瀏覽網站，購物，或者在觀賞影片。第二是因為搜尋廣告會顯示於搜尋結果之上，因此也令其成為使用者搜尋時第一樣看到的東西。
一般而言，一個表現良好的Google搜尋廣告點擊率是大概2%左右。當然，點擊率表現也視乎你的行業而定。
以下為各行業的平均的廣告點擊率
改善點擊率的貼士
檢查您的關鍵字：您的關鍵字應該和你所宣傳的産品或者服務有關。關鍵字越是有關聯，被點擊的機會就越大。
優化你的標題：標題是搜尋廣告之中最當眼的部分。它的顔色不同，而且往往是大部分人第一眼看到的東西。你應該嘗試使用不同的標題去找出適合您的方案，以及在你的標題中突出一項會吸引人行動的好處，例如宣傳免費付運或者是提供折扣等的優惠。
從內容入手：一個好的標題能夠吸引到使用者的眼光，但是好的內容才是提升轉換率的重點。明確地列出你産品或服務的賣點，然後再在結尾加上簡潔有力的行動呼籲（call to action, CTA）去吸引消費者，例如使用「立即購買」和「馬上開始」等的字句。你亦可以加入「你」「最好」「快捷」「容易」等的所謂特效字（Power Words），讓你的內容錦上添花。
做足100分：一般而言，廣告點擊率越高，排名就越好。你可以考慮投放更多資源予您的高轉換率關鍵字以換取更高的排名。Google Ads裡顯示的質數分數則能提供加分建議，提升廣告點擊率。
善用額外資訊：額外資訊可以在搜尋結果中顯示更多的廣告內容。你可以在額外資訊中加入你的公司地址，電話地址或者關鍵網頁吸引使用者。
設計注目的廣告：正因為顯示廣告的點擊率十分之低，你需要盡你一切所能去吸引使用者去注意你的廣告。你可以先從分析你的數據入手，再去製作一個好的廣告去吸引使用者的注意。本公司提供一條龍數碼廣告營銷服務，能為您提供一站式網上廣告推廣方案。
My name is Ryan Lee. I’m a Graphic Designer, and eager to solve any visual communication problems by combining the critical thinking of an engineer and the creative ideas of an artist. I am highly versatile in that I can work across different medium, from print to digital, to help you solve your problems.
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