In this video, we review how to use click-through rate, as well as Google’s expected click-through rate, to improve your ad rank in Google Ads.

Expected click-through rate is one of the components of Google’s keyword quality score calculation, and is crucial to work towards improving.

If click-through rate is low, then testing new ad copy is likely the next step. Incorporating some kind of offer, especially an offer that is more compelling than what your competitors are offering, is a great tactic here.

Ad relevance is another component of Google’s keyword quality score calculation, and a great way to quickly improve ad relevance is to incorporate dynamic keyword insertion.

If you would like to get a comprehensive list of other simple but necessary Google Ads optimizations, then sign up to receive our Ultimate Google Ads Checklist.

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Video Transcription

0:05
Hi this is Maura from Main Street ROI
0:08
and today I’m going to be talking to you
0:10
about how to make the most out of your
0:12
Google ads budget by looking at and
0:14
analyzing your click-through rate so
0:17
what is click-through rate it is the
0:20
percentage of impressions of your ads or
0:23
keywords you can see it in a bunch of
0:24
different places that actually resulted
0:27
in a click so of the number of times
0:29
your ad was viewed how many times
0:32
someone actually clicked it so as a
0:35
metric we use this to show how relevant
0:37
Searchers are actually finding your ad
0:39
to be
0:40
and it can be a good indicator of maybe
0:44
we need to change up the ad copy maybe
0:46
our site link extensions or other assets
0:49
can be tweaked a little bit to better
0:51
match our keywords or vice versa maybe
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this isn’t a relevant keyword for our
0:56
campaign and we can exclude it there so
0:59
we’re not getting any extraneous
1:00
searches or affecting our click-through
1:02
rate
1:03
so click-through rate is very important
1:06
because it does contribute to your ad
1:08
rank as we know ad rank determines how
1:12
you place in auctions each time a search
1:14
on Google is made Google looks at your
1:18
actual click-through rate which is going
1:20
to be this column right here versus your
1:24
expected click-through rate which is the
1:27
click-through rate that Google expects
1:30
from the keyword across
1:32
any advertisers ad campaigns
1:36
um and that helps determine how your ad
1:40
May rank or how that portion contributes
1:43
to rank so what this means as well is a
1:46
poor click-through rate can lead to low
1:49
ad positioning no matter how much you’re
1:51
pushing you know bigger bids or more
1:54
money towards it so using these tools
1:58
you can get your click-through rate up
1:59
and in turn get your ad rank up
2:03
hopefully start ranking higher appearing
2:06
more and this could also possibly result
2:08
in a lower cost per click which would
2:10
save you more money in your ads budget
2:14
so as we’re looking at click-through
2:16
rate you can see expected click-through
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rate and then historical click-through
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rate historical looks at how your ads
2:24
have done
2:25
basically compared to what they expected
2:29
them to do so
2:30
um we always want to be average or above
2:32
average on either one of these but
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um if you’re ever at below average this
2:38
is a great indication to once again look
2:40
at your keywords look at the ad
2:42
relevance and see if there’s anything
2:44
you can change or update to improve your
2:47
click-through rate or
2:49
um you know exceed the expected
2:51
click-through rate
2:53
so I hope you found this helpful and now
2:55
have a few ways to look at your
2:58
click-through rate in a different light
3:00
Main Street ROI partners with small
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businesses to help you learn and grow
3:06
your Google ads website SEO Facebook ads
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anything you can think of so if you
3:12
found these helpful keep watching our
3:14
videos to get more good tips or you can
3:17
also head over to our website where we
3:20
can engage in the conversation and see
3:23
how we can help your business continue
3:25
to grow thanks bye
3:32
thank you