Do your paid ads suffer from low click-through rate syndrome? It’s a tough disease to stomach, but there are several things you can do to intrigue people to click on your ads, visit your website, and convert into sales. By using a bit of psychological intelligence and data-proven tactics you can drastically increase your CTR’s, stop blending in with the other businesses trying to steal your clicks, and start growing your revenue at a more substantial rate.
“I want to get average grades, have an average job, and live an average life.”
To clarify, the quote above is attributed to no one, ever. Why? Because we don’t strive to be average; we strive to be excellent. This should also be the case with your PPC ad copy, but all too often we’re settling for average click-through-rates. But, what is an average click-through rate?
At WordStream, we set out to find out by analyzing over $3 billion in spend across 100,000 AdWords accounts. Here’s what we found:
As one would expect, CTR drops as position on the page drops, but keep in mind these are averages. So, how do you become above average? Follow these three ad hacks to rise above the standard CTR.
1. Appeal to Your Audience’s Emotions
Emotions impact what we buy. If you think back to your favorite ad campaign or even your most recent purchase, it was likely tied to an emotion.
For instance, I purchased a Siggi’s yogurt for breakfast this morning because eating breakfast makes me happy, and yogurt ties me back to my childhood as it was a regular staple in my household.
Why Siggi’s? Even though I’m spending more than I would on Stonyfield or Yoplait, Siggi’s products are known for having far less sugar then the average yogurt, zero artificial additives, and use milk that does not contain growth hormones. These all appeal to my emotional urge to keep my body strong and healthy.
What does this have to do with ad text? Your ads need to appeal to your user’s emotions to spur them to click.
Is it actually possible to awaken emotions with strict character limits? It is, if you’re doing it right.
PPC legend Perry Marshall devised a hack that can work wonders, called the “Swiss Army Knife,” which plots out different entities including your customer, something your customer loves, something they hate, their best friend, their worst enemy, and you (the advertiser):
Once these elements are determined you can devise an emotionally fueled ad like the one below.
The above ad achieved a CTR of greater than 30 percent!
You can see that in just a few lines of text, a rapid succession of emotions is awakened. From jealousy and anger to satisfaction and contentment, the ad spurs the jealous wife to click in 30 percent of circumstances.
Pretty impressive considering that the average click-through rate is no higher than 5 percent.
2. Spur Clicks Through Urgency
FOMO is an abbreviation for the “fear of missing out,” and it’s a real thing. You’ve probably experienced it before.
Recently, I was stuck at a conference for work when my entire family was at the beach celebrating my nephew’s first birthday. FOMO was in full force that day.
But how can we raise this fear in our audience to entice them to click through to your landing pages? The easiest and most effective way is through ad customizers.
Ad customizers were released in September 2014, and they’re basically a way to put your ads on autopilot while keeping them up-to-date with sales, promotions, special, or recurring events.
Just check out the example below, which shows how these ads automatically update as the sale is about to expire. This is an easy way to awaken FOMO and push your shoppers to purchase before it’s too late.
3. Use Numbers & Sales Incentives In The Headline
Did you know that the headline of an ad is often the first thing (and sometimes the only thing) a person reads before clicking? When going through an analysis of ads with the highest click-through rates (I’m talking insanely high CTRs ranging from 40–60 percent!), I noticed two commonalities among headlines:
- Clickable headline utilize numbers.
- Sales and promotions in the headlines tend to do exceptionally well.
Take the ad below, which has a 46.5 percent CTR, proving that showing 30 percent in the headline was quite compelling for searchers:
“Anything with numbers works well! A percentage off, a price point – it can’t just be ‘we have the best clothes,’ because everyone’s selling the same thing,” said Jaclyn Jordan, WordStream’s senior paid search strategist. “I have clients selling the same shampoo and competing with huge brands like Sephora – compelling numbers (for instance a lower price point or a percentage off) can help them stand out.”
Stop striving for average. Set you standards far above, and use these hacks to get there!