Having a high click through rate (CTR) is something that every marketing professional aims to achieve through their online advertising or pay per click (PPC) promotions. A high CTR shows the relevance and attractiveness of the advertisement to the potential prospect. An increase in CTR can drive a company to the pinnacle of success. By simply improving CTR strategies from one to two per cent can significantly double the Return on Investment (ROI).

A good CTR will enable Google Adwords – a common PPC advertising network – to view ads and promotions much favourably. This can be a huge saving to several competitive organizations who would like to see their ad trending at the top.

So how should a marketer increase their CTR? Here are a few pointers that are highly useful:

• Employ numbers in the ad title:

The aim of every marketer is to attract attention of their prospects by being unique and different. This is because an average internet user is bombarded with numerous online ads each day.

A good way to pose unique to customers is to use numbers in the title of the content or ad. Catchy phrases such as “7 ways” could do the trick. Similarly, including the cost of the product or service would help customers understand the message in a clear manner. Phrases such as “Smartphones at $65” might get customers interested in the ad as it includes the cost.

• Use special characters or abbreviations:

Using well-known abbreviations or special characters such “R” or “TM” in the title can garner more attention from customers as it assigns a sense of credibility and authenticity to the advertisement. A title coupled with abbreviations and a price element will definitely get the best CTR results.

• Suggest titles as per occasion or relevance:

Current information and generic titles always get the best CTR. It helps customers connect to the product or service. For instance “Summer Sale: Smartphone at $60” can elicit the relevance of the ad.

Using phrases in titles with relevance to news can also augment CTR of a particular PPC campaign.

• Right keyword in the title:

A marketer must use the exact phrase or keywords they are targeting in the title. This helps in directing relevant traffic to the website and also ensures to trend the ad in various search engines.

Regularly updating keywords and phrases on titles or upcoming ads will help marketers stay ahead of times and assure improved performance of ads in the long run. If a particular keyword attracts more clicks, a marketer should stick to it until they find an alternate to substitute.