Synthetic Ways to Juice CTR
As I have mentioned in the past, CTR is not the answer to all of life’s ills. Conversion Rate can be much more important.
But what if you can change the CTR positively without any material impact on Conversion Rates? Well that sounds like a profitable concept.
Here are 2 ways to make your ads stand out without testing ad copy or anything else:
Geo-targeted ads - Use Geo targeting, such that your ads have the users location right under your ad. This tends to drive people to a familiar word. Most people can locate the name of their state or city very quickly, but that area of the page has now caught their eye. One caveat - if you are already in premium ad space (blue box) then you will not see the geo location show up, so this will not help.
Google Checkout - On Google Earnings call last week, Sergey Brin himself stated that the checkout logo has both increased the conversion rate and the sale rate. Now we do not process any transactions ourselves, but we are trying to figure out how so that we can test this.
As we saw with Adsense and placing images next to ads, this will indeed increase the CTR. Seems like anything out of the ordinary in the ad text also attracts the eye and can generate more clicks from those who you most want to click.
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on Tuesday, February 6th, 2007 at 5:57 pm and is filed under Google, PPC.
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February 7th, 2007 at 1:53 pm
What exactly do you mean by “geo-targeting tag”? Wouldn’t you have to make a separate ad for each geo-targeted area to do this?
February 7th, 2007 at 3:45 pm
You can actually have up to 100(?) geo-targeted locations per campaign. That means three new campaigns to cover the entire country. Well worth the effort for your highest volume keywords, especially if they have any tie at all to geography.
February 7th, 2007 at 5:10 pm
I had never even noticed the location tags before…I guess I just hadn’t been doing the kinds of searches where location matters.
I don’t have anything that could use the Google Checkout, but I’ll definitely have to try out the location tags. Thanks for the tips.
February 11th, 2007 at 6:33 pm
I have also found that location targeting helps with CTR in markets where it applies!
February 15th, 2007 at 3:14 pm
putting high-ascii characters:
http://www.bluehatseo.com/blue-hat-technique-12-improving-ctr-in-organic-results/
October 1st, 2007 at 3:24 pm
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