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Techniques to Improve Your PPC Click-Through Rates (CTR)

Google Pay Per Click (PPC) advertising is one of the most effective online advertising techniques. Marketers love PPC because they only have to pay for actual clicks. These clicks lead straight to the landing page, making this a targeted advertising technique for almost any types of business.

Although everything centers on conversion in PPC advertising, click-throughs are still a crucial consideration, especially on a competitive search engine results page. There are several strategies for improving your PPC ad's click-through rate (CTR) - many of which have been tried and tested, and require little investment.

Ad Extensions

One of these easiest ways in which you can improve your ads CTR is by adding extensions. Ad extensions are important because they enable you to provide more information on your ads - which is not only helpful for users, but ad extensions also make your ad more prominent (or standout-ish.) There are a number of PPC ad extensions, some of which include social (such as Google +1's), local extensions that tie in to Google Places, products extensions (that show images), and subscription extensions (that display a 'sign-up' field right in the ad). 

Improve PPC Click Through Rate via Ad Extensions

The most commonly used ad extensions are sitelinks. A Sitelink is a type of ad extension that enables you to have up to four additional, supplementary links in your ad. For ecommerce or deep sites, this can not only help your CTR, but also your conversions rates.

Extended Headlines

Another strategy that has been tried and tested is the use of extended headlines. This is indeed another very easy way of increasing CTRs for ads that are already present in organic search results. To use this strategy, simply end your first line of the description with a punctuation mark (an exclamation mark, a period or any other punctuation mark). The first description line will be added to the heading so that your PPC ad really stands out.

Ad Copywriting

Yet another option is using a display URL that is friendlier than your actual URL. You can have a display URL that is 35 words long and that includes a product name, a benefit or a special feature of the product or any other feature you deem helpful.

Improve your PPC ad's CTR by using seasonal headings. There is increased Internet traffic during the holiday season and during major events such as parades and marathons and you should take advantage of these. Simply reference or add an event in your ad’s heading. This makes your ads look timely and increases their visibility since more people will be searching the keyword.

Many clients/customers want to see brands in ad copies, but you should take note of the legal issues around trademarks if you are using a brand that is not your own in your ad copy. Do not use prices if you do not have the lowest prices in your niche. Instead, talk of any discount/s that you may have. You could also increase your CTR by including any free offer that you might have.

Do you have any ideas on how to improve the CTR of your PPC ads? Let us know in the comments section below.

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Tips for Using Ad Extensions to Maximize Your Web Presence

Google AdwordsHave you ever noticed those PPC ads that really standout in the SERPs? You know, the ads that are taking up precious real estate with additional links or business contact information?

Those are known as Ad Extensions, and they are effective tools that you can leverage for your Google AdWords campaigns that allow paid search (PPC) advertisers to improve the overall appearance and click-through rates of their ads.

Ad Extensions are simple enhancements that can improve the overall appearance and click-through rates of their ads. In addition to promoting greater visibility of your PPC ads, certain Ad Extensions can aid your campaign's conversion funnels by steering users to more specific landing pages.

There are four main AdWords Ad Extensions that you can easily implement in your PPC campaigns. This include:

* Sitelinks Extensions

* Social Extensions

* Location Extensions

* Call Extensions

It's crucial to know before implementing Ad Extensions is that they influence an entire campaign, not just an ad group. This is very important to take into consideration, because campaigns often times have many unrelated ad groups, making the Ad Extension irrelevant to certain ads.

To start on activating Ad Extensions, open up the target campaign in the Google AdWords interface. Next, open the tab that says "Ad extensions." Under the "view" drop-down option, you can choose to activate any of the latter mentioned Ad Extensions.

Sitelinks Extensions

Sitelinks extensions provide a number of opportunities for web presence management and optimizing the PPC ad exposure in the search results. By using the Sitelinks extension, PPC advertising can add customized links to be included within the ad. This can not only take up more real estate in the SERPs, but sitelink ad extensions can direct users to a certain landing page.

Social Extensions

Social extensions are growing in importance and effectiveness, as they are tied to a brand's Google Plus page. An ad with social extensions activated will simply display how many individuals have "+1'd" their Google Plus page. Similar to the other types of AdWords ad extensions, social extensions will help make the ad stand-out in the SERPS while making the business or brand appear more trusted and credible from a user perspective.

Location Extensions

Location extensions work the best for locally-focused PPC campaigns. Location extensions will always include an address of the business being advertised directly below the ad's copy. If the advertiser bids high enough so that the ad appears in the top listings in the Google search results, the address information will be displayed in the form of a link in which users can click to expand the address information. This will display a detailed map of the business's location.

Call Extensions

For mobile-targeted paid search campaigns, call extensions are a great tool to facilitate easy points of contacts for immediate conversions. Call extensions will include a phone number in the form of the link, allowing Google users to directly place a call by clicking the link.

If you're doing any sort of PPC optimization for a client, one of the first things you should consider is implementing some solid Ad Extensions that relevant to the client and its target market. For any advertiser, these tools can be momentous is driving better click-through rates and more conversions (for no extra charge!)

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