If we see tons of traffic pouring in and not enough visitors are seen over the website. A common question pops in mind why the Click Through Rate is down? This drop in Click Through Rate could be brought about by following reasons:

• Adtext is not appealing.
• Lower average position resulting less clicks and reduce in CTR.
• New/Existing player bidding aggressively in the market.
• Lower Quality Score.

All these above scenario could be improved by improving the Adtext by improving the message being delivered. Increasing the CPC could result into better average position and resulting into more Clicks. The quality score could be improved by tightly targeting the adtext and keywords and also tweaking the landing page. New player keeps coming in market and existing player would become aggressive at times this could be difficult but google adwords automated rule could help overcome this. To improve the CTR please follow the tips mentioned below:

• Continous A/B testing to improve the AdCopy.
• Ensure the CPC bid would leave towards Top 3 spots where the click density is high.
• Include Sitelinks this would improve the presence of Adtext and resulting in improved CTR..
• A proper call to action.
• The message in the AdCopy should match the content of he landing page.

Example of AdCopy -

The above AdCopy could be improved. But before the new AdCopy is placesd it is recommended to do A/B testing over the AdCopy.


An example on the way ti would be displayed for short headline.

Longer Headline in AdCopy - 
Google recently started providing the Headline which is longer than 25 Characters. The longer Headline is more appealing providing To qualify for this longer Headline certain criteria should be met. Now having said that I would lie to rephrase that it is in fact not a longer Headline, but it is more of less of presentation of the AdCopy. Will this help? Yes, study shows that having longer headline improves the chances of CTR. It stands out and is more appealing than the Short Headline.

Minimum Requirements to meet longer Headlines requirment -

• Description Line 1 should end with proper punctuation.Example - Period, Question mark and Exclamation mark.
• Enough traffic for the search term which allows the ads to appear on the left side of top 3 spots.

Example -

It is seen that having a longer headline text would improve the CTR between 3% to 25%. On average a 7% improve in CTR could be seen across both non-brand and brand terms. This improvement in CTR could be assumed to be as a result of better user experience and visibility of the PPC advertisement over Organic result. The key take away from the combination of headline should be that the description Line1 and the headline should provide enough information for the people to click on the Ads. The Line 2 would serve as secondary information which AdCopy is trying to deliver.


Longer headline, it is the combination of Headline plus the description in Line 1.



Beside the longer headline which is the combination of headline and Line 1, it seems there are some results seen which infact has headline longer than 25 characters. It won't be surprising if it comes into picture sooner or later.

Keywords results into conversion and. every advertiser are always in the dilemma of researching the golden keywords. These golden keywords which could help improve conversion. There are various sources these keywords are available -

• Search Based Keyword Tool (SKTool)
• Search Query Reports (SQR)
• Google Analytic (GA)
• Blogs, E-mails and Product Reviews

Search Based Keyword Tool (SKTool) -
The tool helps generate those keywords from Title which are not present in the Adwords account for the selected domain. This tool also helps you find all the related search terms for a given keyword. The beauty of this tool lies in identifying the queries from, location with the amount of searches which the keyword is actually able to trigger along with its approximate Max CPC.



Search Based Keyword Tool
While I started this post, the SKTool has been migrated to a new location, however the functionality has remained and even been improved. A new section to choose category and include and exclude terms are additional option available for users.



Search Query Reports (SQR) -
Another important golden mine for researching golden keywords would be Search Query Terms report. This is a perfect source to see what other keywords are  being searched are could be considered to be bought. A quick and fast way of buying these keywords could be by downloading all the Search Terms and filtering down those which has brought conversion and excluding those which are very generic. Best practice of using these search terms listed be classified as below -

• Download all the Keywords or Search Terms, it is worth using at least 30 or more days data.
• Check for all those keywords which have brought Conversions and add them.
• Filter those keywords which brought tons of impression but no clicks, this would result into lowering the overall CTR and hence would impact the quality score.
• All those keywords which brought tons of costs and no bookings might be worth considering to add as an exact negative. Having said that it is always good to check the landing page, if it is working or is not and also the product if it is not out of stock.

Google Analytic -
It is one of the source which does not only relies on Google but various other search engine. The keywords which brings traffic from different sources could be considered to be bought in paid campaigns.Not every company considers advertising over all the search engine. But visitors do land up in our website via means of different search engine. Those keywords which results into goals are the keywords which we shouldn't be missing in our advertising platform. Digging these keywords is straight forward. Take a look in analytic where the keywords have conversion. With the aid of SQL query it is possible to remove duplicate keywords such that unique converting keywords could be bought in the Google Adwords.




Blogs, E-mails and Product Reviews -
Making use of keyword density to identify those keywords which are with higher density. These keywords than could be considered to be posted in the Adwords.

Overall it is wise to make use of various sources to consider different keywords. More keywords the merrier it is. The hidden golden keywords are vital to improve the performance of the campaign, it could be bought as either positive or negative.