True, increasing your Click Through Ratio (CTR) will:
- Make Google, Bing, and Yahoo happy
- Increase your ad’s quality score
- Decrease your Cost Per Click (CPC)
- Spend your budget faster
- Decrease the number of impressions your ad gets
- Increase the cost to keep your ads running for any given date/time schedule
Just from that list you can see there is a trade-off with increasing CTR. Sometimes this is good. Sometimes it is not good. Here’s an example of each.
You’re running a campaign and it costs $1.41/click (CPC = $1.41). Your total spend is $10.53/day. You have another $9.47/day budget to buy more clicks to your website. You’ve checked to see that you’re getting a respectable engagement and conversion from these visitors… You are. You’ve also been tuning your keywords for months and you don’t have any to add to the mix. What are you going to do to get more qualified clicks on your website landing pages? Increase the CTR by rewriting your ads to be BOTH more engaging AND stay true to the landing page. There are many sources of wisdom on how to increase the CTR for your ads so I won’t touch that right now. Go Google-Bing-Yahoo-Ask for them.
I’ll offer an example of the wrong way to increase CTR in part 2, The Bad.