What are the three tips to improve the quality of your listing ads and increase your click-through rate?
Published: 2024-04-15 07:57:56

What are the three tips to improve the quality of your listing ads and increase your click-through rate?

Multiplying the click rate, I would say that he is a variety entertainer on the waterfront. In either case, if you press it, the numbers will increase.
Now, anyone who has ever managed a listing has probably heard this rumor at least once.
“There are good things about increasing your click-through rate.”

It sounds like a devil's whisper, but it's true. Anything good will increase the probability that your advertisement will be accepted, so considering the purpose of the advertisement, this can be said to be a good thing.

But that's not all. That's not all.
So, what are the benefits of increasing the click-through rates?
And how can you increase your click-through rate?
I would like to introduce this based on an actual case.

A high click-through rate makes it look so good
First, please take a look at the example below.
These are the results of comparing the same keywords (exact match) used in three different accounts at the same time.

Notice the click-through rate and cost-per-click in this table.
Even though Company A and Company B have almost the same ranking, Company A has a higher click-through rate and the cost per click is lower. Wouldn't it be great if you could bid for the exact same keyword at a lower price than other companies?
By the way, since Company C distributes to a narrow area, it is not possible to make a simple comparison, but I think you can see the correlation between click rate and cost per click.
(Since it does not necessarily have a direct effect, I would like you to understand it only at the level of "correlation.")
Why does this happen? In fact, there is an indicator called "Quality Score" (Yahoo calls it "Quality Index").


What is "Quality Score" (Quality Index)?
If you have some knowledge of listings, you may already be aware of this, but "quality score" is a 10-point evaluation score set for each keyword. Calculated according to standards.
One of the evaluation criteria for this quality score is the "click-through rate."
There are two main benefits when this quality score improves.

(1) It will be easier to be listed at the top
(2) The cost per click will be lower

In other words, in the example above, the reason why the cost per click was lower for accounts with a higher click-through rate
is to put it simply:

``The higher the click-through rate, the higher the quality score.'' `
`The higher the quality score, the lower the bid.''
This was because the system was designed to allow advertisements to be displayed on the Internet .

*Quality scores are summarized in this article, so if you want to know more, please check it out.

Let's increase your click rate
Now that we know that improving your click-through rate leads to lower cost-per-click and higher rankings, let's try our best to increase your click-through rate. There are three main methods.

However, even if your click-through rate increases, it may or may not lead to an improvement in your quality score, as in the example above.
Taking this into account and prioritizing them, we get the following:

1. Essence! Devise the advertising text itself.
2. function! Use ad display options.
3. Powerful skill! increase bid

1. Essence! Improve the advertising text itself.
First, let's try to compete with ad copy, which is the obvious route. The reason why this is given the highest priority is that it is necessary to think about the most essential aspects of advertising, such as ``to whom and how should we appeal to what?' This will also lead to improved quality scores. Because it's highly likely.

**1-1. Endless verification of advertising text.**
Things like ``applying your company's unique strengths'' and ``researching your competitors' ads'' are commonplace things, but I think that there are many things that are surprisingly not done. Let's take a look at the basics.


Try running two or three of the ad texts created in this way at the same time and repeat the A/B test. If you keep the ones that had a good click-through rate and continue testing by adding new ad text, theoretically you should be able to improve little by little.

1-2. Polarization through grouping optimization
``Include the keyword in the ad text and make it bold to make it stand out’ is the basic idea when creating ad text. However, to do this, you must have a properly configured account. Since ads are linked to ad groups, by subdividing ad groups, it becomes easier to run ads that match the keywords included in those groups.

For example, let's say you have the keywords "spoon" and "fork" in the ad group "tableware." Then, you can only appeal to people who search for the word "spoon" or "fork" in the category of "tableware," such as saying, "This tableware is cheap and great!" You can also include advertisements for each item, such as "This spoon is cheap and good!", but in that case, people who search for "fork" will also see an ad saying, "This spoon is cheap and good!" This may result in lower click-through rates.

If we separate the ad group "Spoon" and the ad group "Fork," the ad group "Spoon" will have an ad that says, "This spoon is cheap!" and the ad group "Fork" will have an ad that says "This spoon is cheap!" By placing separate advertisements such as "This fork is cheap and nice!", you can display ad text that matches the search word, and by making it stand out in bold, you can improve your click-through rate.


2. function! Use ad display options.
The second is "ad display options".
If you're involved in search activities daily, you've probably seen this before, but this is a feature that allows you to add various supplementary information to your ad in addition to the regular ad text.
There are two reasons why this is the second priority.

For one thing, your competitors can also use this option. At the end of the day, I think it's important to use these functions to appeal to whom and how.

Another reason is that the click-through rate of ad display options is said to not affect quality scores. It seems that the click rate of the main ad copy affects the quality score. However, by adding display options, the ad area itself will expand, so you can expect the click-through rate of the main ad text to increase.

Below, we will introduce three typical ad display options.

2-1. Site link display options/quick link options

The content is almost the same, but Google calls it "Sitelink Display Options" and Yahoo calls it "Quick Link Options."
You can increase the number of appeals and set link destinations that suit each appeal.
Even people who were not attracted to the main ad text may become interested in the site link appeal, so the click-through rate for the ad may be improved, and the above-mentioned You can also expect to improve the effectiveness of the main advertising text.

2-2. Telephone Number (Display) Option
Our primary purpose is to have you call us directly, so we can help you make reservations at a pub near you or help with emergencies such as water leaks or lost keys. It is very effective for dealing with expensive problems.

2-3. Address Extensions (Google)
If you are running a store, you can increase the chances that people will come to your store by listing your store's address. Also, according to Google, the click-through rate for ads increases by 10% on average.


3. Powerful skill! increase bid

Do you increase your ranking to increase your click-through rate, or do you increase your click-through rate to increase your ranking? It's a question of "Is it an egg or a chicken?", but if you let money dictate and increase your bid, you can probably improve your ranking. Additionally, as your ranking increases, your click-through rate will also increase. However, increasing click-through rates by simply increasing bids is unlikely to improve your quality score.

This is because it is natural that the higher your ad is displayed, the higher your click-through rate will be. In other words, it does not mean that the ad's usefulness has increased for users, but simply that it has become more likely to be clicked because it is now displayed in a prominent place. Google, whose purpose is to improve the search experience for users, does not value the increased click-through rate.

Click-through rate indeed is one of the determining factors of quality score, but Google does not only look at the number of click-through rates but also determines quality score based on the " click-through rate for the current position " It is. Simply put, an ad in position 5 with a click-through rate of 1% may be evaluated higher than an ad in position 1 with a click-through rate of 3%.

Google is also a business, so some things can be done with money. However, this cannot be said to be a substantial improvement. A money break is a good thing, but if you run out of energy and lower your bid, your ranking will drop again, your click-through rate will drop, the number of clicks and conversions will decrease, the sky will be angry, and the earth will become angry. The sea will be torn apart, the sea will be turbulent, and even though you have spent a lot of money, it will not be efficient, and you will end up feeling exhausted.

The reason why we prioritize it as number 3 is from the perspective of quality score as mentioned above. However, there is a clear purpose to increase the click rate and number of clicks by ranking in the top positions to verify whether conversions can be expected with this keyword as long as a certain number of clicks are collected. If so, I think it would be effective to take the plunge and raise it once.

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