Google Adwords is a great channel to get more patients for your medical company through the generation of leads. In this blog post, we are going to talk about the best way to increase your click-through rate (CTR).
So, what is a good CTR for Google Ads? How can you tell if your ads are good? We understand that it can be demoralising to spend a lot of time and money on Google Ads, only to find that they are not generating the traffic or sales that you expected.
To get better results from your Google Ads, you need to first improve your click-through rate (CTR). So we will help you understand what a good click-through rate looks like to be able to accurately evaluate the performance of your ads.
By the end of this blog post, you’ll know what a good CTR for Google Ads is, and if you find that the CTR for your ads is low, you’ll know how to improve it.
So, let’s begin.
What is a click-through rate?
A click-through rate is the ratio of people that click on your Google Ad when they see it on the search engine results page (SERP).
To calculate your click-through rate (CTR) you need to total the number of clicks your Google Ad gets and divide it by the number of times your advert is shown, then times it by 100.
For example, if your ad gets 7 clicks and 400 impressions, your CTR would be 1.75%.
Understanding how your ads are performing by monitoring your CTR gives you an impression of how relevant and helpful your ads are. Low CTR risks wasting your time, money and efforts.
Your CTR will also vary depending on where you place your ads. There are 2 networks on google that you can place your ads:
The Google Search Network
Through the Google Search Network, your ad appears whenever a user searched for terms that are related to your keywords. They then feature on the search engine results page (SERP).
For example, if a user searched Google for “Cosmetic Dental Surgeon”, Google ads with those keywords will display at the top of the search results with an ‘Ad’ icon next to them for users to be able to identify the result as an Ad:
Click-through rates for the Search Network are higher than the Display Network because your ads are relevant to what the user is searching for.
So, what is the Google display network?
The Display Network
The Google Display Network enables you to display ads on websites or apps that users are browsing. The ads on websites appear as the content on the website is relevant to your keywords or because you are retargeting visitors that previously visited your website.
As the ads appear when users aren’t actively searching for your target keywords, users are less likely to click on display ads than search ads, so the CTR is lower for the Display Network.
So , now that you know what a CTR is, let’s look at what a good CTR is.
What is a Good Click-through Rate?
To understand what a good CTR rate is, you have to look at industry standards.
According to Wordstream, the average clickthrough rate is 2.88% on the search network and 0.64% on the display network.
The industry averages for Health and Medical is 3.27% for the Search Network and 0.59% for the Display Network.
So, if you find that your CTR is lower than these numbers, you’ll know that there is room for improvement. Even if your CTR meets the industry standard, you should still want to improve your click-through rate to generate even more leads and sales.
Want to boost your lead generation the quick and easy way? Schedule your 30-minute strategy session with us today.
Before we review the ways to improve your click-through rate, let’s look at the factors that affect CTRs.
3 Key Factors That Affect Your Click-through Rate
Your click-through rate is based on several factors that help to determine whether your ad gets a lot of clicks or not:
The Ad’s Position
As users input their search terms on Google, the search results will present the top 3 ads at the top of the page. Users tend to stay on the first page of Google, so having an ad appear in the first three results is important if you want to get more clicks.
Therefore the better your ad’s position, the higher the CTR you’ll have.
The Ad’s Headline and Copy
The ad’s headline and copy need to stand out to encourage users to click through to your website.
For example, look at this ad on Google.
The headline lets users know where the clinic is based, and that they are voted the best clinic group. The copy details their star ratings and details on their warranty., their helpline being available for 24 hours, and the length of their experience. There also includes a link to find our more information about the consultant, as well as a link to book a consultation straight from the ad.
Providing users with helpful information that differentiates you from your competitors increases the likelihood that they’ll click on your ad.
Google defines relevance as to how closely an ad campaign matches a user’s search, determined by the relationship between keywords, ads, and post-click landing page.
Ad relevance, or keyword relevance, refers to how closely your keywords relate to your ads.
The ad relevance here is strong because the search keywords are found directly in the ad headline.
Relevance and ad relevance go hand-in-hand because:
- Your keywords should always match your ads
- Your ads should always match the corresponding landing page
As we mentioned earlier, users are more likely to click on an ad that’s relevant to their search queries.
How to Improve Click-through Rate for Google Ads
We have put together 7 top tips that you can implement to improve your click-through rate:
1. Add A Special Differentiator In Your Headline
People are drawn to special ‘deals’, so to improve your click-through rate, add a special differentiator in your headline.
This Ad details their 0% Finance on 5 Years which attracts users that are considering dental implants but finance may be an objection.
A headline with an amazing offer is sure to stand out from competing ads and are more likely to get more clicks.
2. Include Your Main Keyword in Your Display URL
This tip is often overlooked, yet it helps to boost the number of clicks that your ad can get – putting the main keyword in your display URL.
Your headline and description is limited to a number of characters, therefore your display URL can be used as an additional space to include your keyword.
Here’s an example:
Including your main keyword in the URL will make your ad more relevant, increasing the likelihood of the ad being clicked on.
3. Write High-Converting Ad Copy
It’s at this stage that you need to get your professional writing skills hat on to improve your CTR. The good news is that you do not need to be an expert in this, you just need to follow the tips below:
Include a Strong Call-to-Action (CTA):
Strong CTA’s help to persuade users to click on your ad, such as:
- ‘Learn More’
- ‘Get Started’
- ‘Free Consultation’
Use Power Words:
Power words help to convince users to engage with your medical company, so use words like:
Use Emotional Triggers:
When writing your ad-copy, be sure to consider the emotions your users may be feeling when they search for the keyword you are targeting. Be sure to consult your Patient Persona document to get a full understanding of your target audience.
Once you understand your target audience’s emotions, use this to connect with them like the ad below:
This ad aimed at people who want rhinoplasty and includes phrases like “do it for you”.
4. Link Ads to Relevant Landing Pages
When a user clicks on your Ad, they must be taken to a page on your website that is relevant to what they’re looking for.
For example, when a user searches for a dentist they are likely to find the Google Ad below:
Clicking on the ad takes the user to this landing page.
On this page, there is a clear call-to-action above the fold that invited the user to book an appointment.
You want to ensure that your CTAs are clear and drive conversions. You don’t want your users to spend a lot of time trying to find what they need because the more work the user has to do to find what they are looking for, the less likely they are to take action.
So, your Google Ad needs to lead to a relevant landing page that gives your target audience the exact information they’re after.
5. Add Audience Targeting
For your ads to generate clicks, they need to be seen by your target audience. Therefore it’s important to use audience targeting for your Google Ads.
Audience targeting helps you to be a lot more accurate when determining who sees your ads. You can target remarketing lists, categories, interests, custom combination lists.
For example, if you want to create a Google Ad for your physiotherapy clinic, you can target users that are interested in running.
You can increase your CTR by ensuring that your ads are placed in front of the users that are most likely to convert into patients.
6. Make Use of Ad Extensions
There isn’t a lot of space on a Google Ad, therefore there isn’t a lot of space for you to sell your business. Good news, you can increase the size of your Google Ads using Ad Extensions. This gives you more space to ensure that your ads are more relevant to your target audience, as well as giving you an opportunity to stand out from the crowd.
There different types of Ad extensions that you can use, here are some examples:
Location extension allows you to show your company address, phone number as well as ad text, a map to your location, or the distance to your business.
Call extensions display your company’s phone number on your Google Ad. Mobile users can click on your ad to call you directly from the ad.
Sitelink extensions enable you to include links to other pages on your website. This is a good opportunity to lead your users to relevant pages that address their needs.
7. Always Split Test Your Ads
It’s important to test your Ads otherwise you won’t know whether your ads are performing well.
Split testing your ads will help you to understand whether your ads are working or not. So, it’s good practice to create at least 3 to 4 ads per ad group and have them compete against each other.
For example, you can create 4 ads with different headlines. You’ll be able to see which ads have the best CTR and then you’ll be able to create more ads like the top-performing ads.
So, now you know exactly what a good CTR is and how to achieve it when developing your Google Ads.
Over time, once you’ve run enough tests you will be able to create the perfect high-converting Google Ads that encourage your target audience to click on your ads over and over again.