AdWords…Not as Rewarding as Expected

Today, I checked on my team’s AdWords campaign and was not pleased to see that our CTR has dropped by a good deal (where last week it rose) and we still have about half of our budget left.  I was also disappointed to see an inverse relationship between our CTR and number of impressions.  Currently, I’m not quite sure what else we can do to improve our CTR–we have added as many new keywords as we can think of and upped our budget to no avail.  Our number of impressions is fairly high–definitely more than I was expecting when we went into this campaign.  Hopefully, over the next two weeks, our CTR will rise and our campaign will have a positive impact on our organization.

Any advice from everyone out there who can help us improve our CTR?



  1. John Stayton said

    You basically have control over two things, the keywords and the adwords text. Here is a reminder of what it says in the Google Online Marketing Challenge guide:
    * Distinguish yourself from the competition.
    Tell users what they can expect from your website and your company with keywords such as excellent service, good value, professional, competent, and quick.
    * Incorporate a call to action in your ad.
    It’s better to say Buy flowers rather than Flowers for sale.
    * If you are selling in a specific town, give the name of the town!
    • Use the most important keywords in the ad text.
    If search terms appear in the ad, they will appear in bold. This bold text increases the ad’s chance of being noticed and subsequent clicks.
    • Experiment with ad variations.
    Let your audience decide the best ad text. Create multiple versions of your ad and then investigate which ones receive the most clicks. Remember: Costs incur only when someone clicks on your ad.

    This last one indicates that you could have more than one ad active in an ad group.

  2. We have also noticed an inverse relationship between impressions and CTR. Any time our impressions go down, we seem to get a boost in CTR and vice-versa. Another metric you may want to look at would be the CPM (Cost per mile), which is a measure of essentially how much every 1,000 impressions is costing you. This is a good measure of how good your ads and keywords are. Try looking at combinations of metrics overlayed to see the relationships.

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