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There are a range of different things you can do to improve your click through rate, from creating high-quality video ads to including a clear call to action (CTA) to writing compelling titles and copy.
But before we look at the different ways you can improve this rate in more detail, let’s ensure we fully understand what it is exactly.
What is a Click-Through-Rate?
In short, a click-through rate (CTR) is a metric used in online advertising to measure the effectiveness of an ad in generating clicks to a specific page. It is shown as a percentage and represents the ratio of clicks on a specific advertisement to the number of times that link or ad was shown.
They are great for therefore measuring how successful an ad has been in capturing your audience’s attention. The higher the CTR, the more successful the ad has been in generating interest and engagement.
Here are 5 simple ways you can improve your ad click through rate:
If you’re currently struggling with a low ad CTR, take some time to properly analyse your current ad content and identify areas where your ad might not be up to scratch.
Here are some key things that make an ad high quality, and that you must be including in your ads:
The type of ads that work best and get the highest click through rates vary depending on things such as the target audience, the platform or the individual product or service being advertised. However, video ads have become the most effective type of advertising, with research showing that more than 50% of consumers want to see videos more than any other type of content.
Video ads are much more effective than images or text for a number of reasons. Firstly, videos have the power to captivate and hold users' attention better than still images or chunks of text can. The combination of moving colourful images, sound, storytelling & emotion can create an immersive and engaging experience. People also tend to remember video content better than text or images, which can contribute to better recall of the brand and its products/services.
Research has also shown that native ads (ads that seamlessly blend into the user experience of the platform) tend to perform better and have highest CTR rates. This is because they’re typically less intrusive than obvious display ads and are therefore more likely to be viewed and engaged with.
Ads that are visually engaging and eye-catching capture users attention much more effectively than plain text. Things like bright & bold colours, large text and storytelling can convey information and emotions through visuals, which can leave a lasting impression and increase the likelihood of someone clicking on your ad.
User-Friendly & Responsive
For a good CTR, the ad must also be user-friendly and responsive. By this we mean, the ad's destination should load fast and provide a seamless transition from ad to website.
Additionally, with the increasing use of mobile devices, a high-quality ad must be responsive and compatible with different screen sizes. It should work clearly and function well on both desktop and mobile devices.
A high quality ad must also maintain consistency with the brand's identity, such as the logo, colours, and general story/ messaging. This helps users recognise the brand, helps the brand stand out from its competitors and ultimately builds brand trust.
As well as producing engaging content, it’s just as important to craft catchy attention grabbing titles. Incorporate powerful and persuasive words in your ad titles and copy such as "free," "exclusive," "limited time," "new," and "save money.". These words are likely to evoke emotions and entice users to click.
Wording that creates urgency also helps to increase CTA, for example words like "act now," "limited time discount," or "last chance" to prompt users to click or convert.
It’s also absolutely essential that your ad titles and copy are kept clear, concise, and to the point. Avoid being too salesy or using overly complicated language, you want your audience to understand the main message quickly.
Remember to use relevant and targeted keywords in your ad copy to align with users' search queries. This increases the likelihood of your ads being shown to users actively searching for what you offer.
3. Include a Clear Call-To-Action
Your ad CTR might also be low if you haven’t got a clear call-to-action. This is because firstly, a strong CTA provides a clear direction to the user, telling them exactly what action you want them to take next. This gives the audience a reason to interact with your ad beyond just watching it.
What Are Some Examples of a Call to Action?
So, make sure you’re always ending your ad copy with a captivating CTA that clearly tells the audience what action to take next. Some examples of strong CTA’s include:
Keeping track of where your ads are displayed on the platform and how well they’re doing in that particular spot allows you to identify where the most effective positions are on a page or within an app that generate higher CTR. Likewise, you can identify the low-performing areas where your ads are not generating significant clicks and avoid these placements, focusing your budget and efforts on more effective placements.
5. Leverage Customer Feedback
Last but certainly not least, incorporating social proof such as customer testimonials and reviews in your ads is a great way to build trust, credibility and improve click through rates.
A good example of this could be a video of a past or existing customer talking about their experience with your products or services. This would be classed as user generated content, which adds authenticity and a personal touch to your ad, showing that real people are using and enjoying your offerings.
You may also want to consider partnering with influencers or industry experts who align with your brand. Their recommendations of your brand can seriously influence their followers to engage with your ads and products, resulting in improved CTR’s.
We are Aura Ads, a unique performance creative agency designed for D2C eCommerce brands. We help clients sell more online and grow at scale with our bespoke video and static creative delivered on a monthly basis. For more tips and tricks from our experts, head over to our blog page.