Go this route and you’ll see higher impression shares, better ad positions
These have a 6x higher CTR and occur once in every 100 ads. That’s right, 100 ads. No, you do not need to test 100 ads, but you do need to test lots of them. And yes, responsive search ads will do some ad copy testing for you by mixing and matching headlines and descriptions, but no—that doesn’t leave you off the hook for testing. In her post on Google Ads mistakes, PPC influencer Michelle Morgan recommends always having 2-4 active ad variants in each ad group.To achieve higher-than-average click-through rates, you may want to bump that number up a bit. But IT Numbers don’t worry. We found that the top 5% of ads in an advertiser’s account makes up 85% of their impressions. So just choose your top two or three ad groups and focus on doing lots of testing there. 12. Pause the bottom third of your account So…quick recap. High click-through rate = awesome. Low click-through rate = not awesome.
https://lh7-us.googleusercontent.com/y5C4mRwN9_lRMuuQEAKOAS-Qi0GTkOM5dPlUfTflch9rvikL9GCLr19_mahQ91ncNnrHIdwrrQnIgmaVGgC2eQWRgTb6bi3pCt_RhJd9z8Mnl751-IfcQy0OzWl-wYDzIymvRFXUbuJ1FfxX-cR6NGM
Why not delete the bottom third of your account and re-deploy that spend to remarketing? These are your low CTR, low impression share, junk performers. Dead weight dragging you down. Cost per click is much lower on the Display Network, and if you’re using display for remarketing, you can achieve similar, and in some cases, even higher conversion rates than Search ads. If you can get rid of the bottom third of your more expensive search ads and shift that spend to even average performing display and remarketing ads, that would be a brilliant way to begin to more effectively scale your Google Ads efforts. Improve your Google Ads click-through rate And there you have it. Average CTR is…well, average. Above-average CTR is the way to go (for relevant and affordable keywords, that is).
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