Make the most of your paid search campaigns with these simple tricks to increase your CTR. We cover ways to get more clicks by optimizing your creative, match type, bidding, keywords and measurement tactics.

1. 39 SIMPLE WAYS
TO I N CR E A S E
PPC CTR
( P AY- P E R- C L I C K C L I C K-T H R U R AT E )

2. CTR with CREATIVE
Tighten Up Titles by Adding…
1) Price range or “$” symbol
2) Brand name of product
3) Company name
4) Local modifiers
(Atlanta roofing installation)

3. CTR with CREATIVE
Terrific Titles Often Include…
(or other sense of urgency) %
5) “% OFF”
6) “Free Shipping”
7) “Limited Offer”

4. CTR with CREATIVE
Learn to Love Links…
8) Include site links
9) Capitalize the URL to stand out
10) Put “www.companyname.com” in the copy
(forget the http://)

5. CTR with CREATIVE
Work Smarter, Not Harder…
11) Piggyback on other company promotions

6. CTR with CREATIVE
Let Keywords Do the Work…
12) Organize keywords in more ad groups
13) Iterate to get all relevant keywords on exact match
14) Try keyword substitution:
Put the best keyword in the ad text for all other keywords

7. CTR with CREATIVE
And While You’re at It…
15) Insert keywords in the title
16) …and description, too

8. CTR with CREATIVE
Go Back to Basics and…
17) Write benefit-oriented copy

9. CTR with MATCH TYPE
Be Negative…
18) Use negative matches on any keywords other than exact

10. CTR with MATCH TYPE
Go on a Shopping Spree and Buy…
19) Every keyword on exact match
20) The same keywords in local business ads (LBAs)
21) And the same ones on multiple match types
(remember to track separately)

11. CTR with BIDDING
Timing and Placement Matter…
22) Bid by day-part
23) Manage budget by day of week
24) Change bids for seasonality
25) Adjust bids for right rail placements

12. CTR with BIDDING
Keep Your Eye on the Prize…
26) Raise/lower bids by ROI
27) Use multiple budgets
28) Limit hazard file waste
(kill under-performing keywords)

13. CTR with KEYWORDS
Go the Distance…
29) Take advantage of long tail—go really, really long!
30) Iterate and conjugate your “geos”
NYC shopping
Midtown shopping
Madison Avenue shopping

14. CTR with KEYWORDS
Shop ’Til You Drop! Buy…
31) Misspellings
32) Model numbers
33) Plurals

15. CTR with MEASUREMENT
Measure…
34) At ad group level
35) Assist of non-brand to brand
36) Call center + online conversions
37) ROI at keyword level
38) Shelf-space lift of PPC + SEO

16. CTR with MEASUREMENT
And Don’t Forget…
39) Use local search to promote the store

17. RMI has generated billions of
dollars in revenue for our clients
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