13 Ways to Improve Paid Advertising CTR

Maximizing the performance of paid advertising campaigns requires a strategic approach to messaging, audience targeting, and campaign optimization. Whether focusing on paid search, paid social, or display campaigns, there are critical factors that can significantly impact metrics like Click-Through Rate (CTR) and Return on Ad Spend (ROAS).

We've asked our top paid advertising agencies to share their best tips with us, and here's are their actionable strategies to refine your paid advertising efforts.

What is a good CTR?

Before we tackle the actual tips Mayple experts shared with us, it is worth reminding you that a good CTR is not universal. It will vary according to a variety of factors, such as:

• Industry
• Ad format
• Target audience
• Budget

For example, a CTR of 2% might be fantastic for one industry, while it could be considered low for another. Therefore, it is essential to benchmark your performance against similar businesses and campaigns in your niche.

Here's a quick benchmark, to give you an idea of just how much CTRs can vary across different platforms (Google Ads, Facebook Ads, Instagram Ads, and TikTok, for this example), and how different industries will impact the numbers:

...And sometimes, a big CTR isn't that great either

It’s important to remember that in pay-per-click (PPC) advertising, every click on your ad comes at a cost, regardless of whether it leads to a conversion.

While a high click-through rate (CTR) might initially seem like a positive metric, it can actually be detrimental if your conversion rate is low. This means you’re paying for clicks that don’t contribute to your return on investment (ROI), effectively wasting your advertising budget.

A balance between CTR and conversion rate is crucial to ensure that your PPC campaigns are both cost-effective and successful.

13 in-depth tips on boosting your CTR

Now let's get to the meat of why you're here: learning how to increase your click-through rate, straight from the best industry experts. Special thanks go out to our following experts for sharing their insights:

• Michael D Elicio (Dweeso)
• Sergio Felix
• Andrew Maff (BlueTuskr)
• Daniel Johnson
• Abdo Mazloum (Webtmize)
• Jesus Noguera
• Cristian Calls (Cosmic Growth)

1. Refine messaging and positioning

One of the most common issues affecting low CTR is unclear or poorly positioned messaging. As such, it is crucial to ensure your ads clearly convey value and address the needs of your target audience.

Grasping users' "Jobs to Be Done"—the tasks they aim to accomplish—helps tailor your messaging to fulfill their desires. A/B testing ad copy and iterating based on performance ensures your ads resonate with your audience over time.

2. Target the right audience

Ad performance often improves when narrowing your audience to a more specific group. As such, it might be helpful for you to actually narrow down your targeting and focus on a more specific group of potential customers.

For B2C campaigns, prioritize visually appealing and emotionally engaging content, particularly for mobile platforms, as this is where a significant audience resides.

For B2B campaigns, focus on precise targeting. Use data insights to identify and reach an audience with particular business needs, and enhance storytelling with relevant creatives to make a lasting impact.

3. Optimize campaigns for platforms

Every platform operates uniquely, requiring tailored strategies to maximize audience engagement and achieve the best results. Here are some specific tips you should know:

Paid search

CTR and quality score are tightly linked in paid search campaigns. To achieve higher rankings and CTRs:

• Ensure relevancy between keywords, ads, and landing pages.
• Leverage bid strategies, especially in the early stages, to increase ad placement opportunities.
• Utilize ad extensions and capitalize on tactics like proper capitalization and dynamic keyword insertion to boost effectiveness.

Paid social and display

Creativity plays a central role in paid social and display campaigns. A good use of video, compelling storytelling, and testing various creative formats enhance engagement. Refresh your creatives consistently, limiting ad fatigue while addressing evolving customer pain points and needs.

4. Use data and testing to guide decisions

It's important to remember that CTR is a function of your ads’ relevance and creative quality. Here’s how to continuously refine performance:

• Regularly A/B test different ad copy, ensuring hypotheses are based on thorough market research.
• Utilize audience data and adapt messaging to appeal to their search intent and behavior.
• Group related keywords into specific ad groups to maintain relevance and improve CTR for paid search.

5. Key metrics to monitor for cost efficiency

Understanding and optimizing foundational metrics is critical for profitability (and, as such, for improving your click-through-rate too):

• ROAS (return on ad spend): Evaluate conversion value divided by cost to ensure campaigns remain profitable. Experimenting with campaign types and optimizing assets (e.g., images, video, copy) can improve this metric.
• CPA (cost per acquisition): Improve CPA by optimizing landing page conversion rates and ensuring the primary conversions being tracked align with desired outcomes.
• Average CPM (cost per mille): Especially relevant on Meta and increasingly significant in Google Ads, CPM offers insights into ad competitiveness. Finding the right campaign type, like Performance Max (PMax) for e-commerce, can strike a balance between low CPM and high conversions.

6. Improve CTR through adaptability

Achieving an optimal CTR may require focusing on either adjusting your audience or refining your messaging. If one aspect (e.g., targeting the right audience) is working but the other is not, refine your approach based on data insights. Enticing users involves crafting advertising that compels action while resonating deeply with their individual needs.

7. Keep copy easy to read

Keep your advertising copy simple and easy to understand. Avoid overly complex wording or jargon that might confuse your target audience. Instead, focus on direct, compelling language that immediately captures attention. Break up text with bullet points or headers to enhance readability and ensure that your messaging remains clear and concise.

8. Include images

Visuals are a critical component of compelling advertising. High-quality images can grab attention more effectively than words alone. Use relevant and engaging visuals that highlight your product or service and evoke an emotional response from your audience. Ensure the images are optimized for your platform to maintain clarity and fast load times.

9. Add an offer in your headline

A headline with a clear, enticing offer can significantly improve click-through and engagement rates. Whether it’s a discount, free trial, or limited-time promotion, make the benefit to the customer prominent and succinct. A strong offer adds immediate value and encourages users to take the next step.

10. Don’t forget about (good) CTAs

A strong call to action (CTA) guides your audience toward taking the desired action. Use actionable language like “Shop now,” “Sign up today,” or “Learn more” to prompt immediate engagement. Ensure your CTA aligns with the specific goal of your ad, and place it prominently to make it easily noticeable.

11. Advertise to your ideal customer

There's no better "trick" to advertising other than reminding yourself who your customer is. As basic as that may sound, we sometimes get caught in day to day work and may overlook the "fundamentals" of our campaigns.

Developing detailed user personas helps you understand your ideal customer and tailor your advertising effectively. Identify key demographics, interests, and pain points, allowing you to craft messages that resonate with your audience and drive conversions.

12. Go back on your keywords

For some types of ads (like Google Ads, for example), keywords are the foundation of your campaigns -- so make sure you go back on them as many times as needed to fine-tune, adjust, and help give your CTR a good bump. Here are some keyword-related tips to keep in mind:

Check the intent

Ensure your keywords align with user intent. Understand whether your audience is seeking information, comparing options, or ready to purchase, and select keywords that match their stage in the customer journey.

Use negative keywords

Negative keywords help eliminate irrelevant search terms, ensuring your ads are displayed only to the most relevant audience. This approach reduces wasted spend and increases overall efficiency.

Use branded keywords

Leverage branded keywords to capture users searching specifically for your company or products. These keywords often convert well as they target audiences already familiar with your brand.

Aim for local keywords

For businesses targeting a specific region, including local keywords can boost the effectiveness of your campaigns. Terms that include city names, neighborhoods, or regional phrases help reach a more targeted audience.

Include keyword in URL

Adding keywords to your ad URL can enhance relevance and search engine visibility. A well-crafted URL not only improves SEO but also communicates additional value to your audience.

Don’t overuse dynamic keywords

While dynamic keyword insertion (DKI) can personalize ads by matching user search terms, over-relying on it can lead to irrelevant or awkward phrasing. Use DKI strategically and ensure the resulting copy remains natural and engaging.

13. Include ad extensions

Ad extensions enhance your ad content and provide additional opportunities for engagement. Options like site links, call extensions, or structured snippets can boost visibility and click-through rates. These extensions also provide valuable context, strengthening your message and increasing the likelihood of achieving your goals.

Do keep in mind, however, that no matter how useful ad extensions might be, you shouldn't be overreliant on them. Use them intelligently, only when they're truly adding value to your ad or its purpose. Don't use them just for the sake of using them, as it can result in cluttered and confusing ad content that ultimately harms your click-through rate.

Boosting CTRs: an art and a science

Creating successful ad campaigns requires a balance of creativity, strategy, and a deep understanding of your audience. By following these tips and avoiding common pitfalls, your ads can stand out, drive engagement, and achieve your business goals.

If you're looking for expert help to take your advertising efforts to the next level, consider hiring through Mayple. With Mayple, you gain access to a vetted network of top-tier marketing professionals who specialize in crafting winning campaigns tailored to your unique needs.

Contact us today!