Better click-through rates (CTRs) – be it for ads, email or social media – mean higher relevancy, which we all know matters to every successful inbound marketing campaign. Increased CTRs are an important goal, but don’t lose focus on what really matters: conversion rates. Higher CTRs that don’t result in higher conversion rates, while not completely meaningless, don’t help grow your company or its bottom line. Here are some quick tips on increasing your brand’s click-through rates.
No one likes the stress that comes with low CTRs on PPC ads. High CTRs are beneficial for a number of reasons, including increased site traffic, conversions and better quality scores, which can lead to reduced cost-per-click rates
If you want to increase your PPC CTRs, try these simple tips:
Add Special Offers to Headlines: Move special promotions from your descriptive text to your headline and you’ll increase the likelihood of readers clicking on them. Everyone loves discounts!
Include the Main Keyword in the Display URL: The display URL is part of your ad text, but many advertisers leave it blank. Studies have shown utilizing a keyword in your display URL results in higher CTRs.
Add Punctuation to Description Line One: Try adding a period at the end of line one. It will be scooped into the headline. How easy is that for gaining the ability to say more from your headline?
Open rates are an important driving metric of your email campaigns, but the CTR is vital too. Don’t lose the readers who open your emails – draw them in and get them to click:
Add your logo as the first element of your email so the reader can quickly identify who it's from.
People are hardwired to click on buttons – use them for your CTAs.
Social Media Click-Through
Many people assume CTRs on social media are accomplished by simply publishing updates that include links to their website. Not true. Make the extra effort if you want to see more action:
If you want to seriously increase your CTRs in Twitter, include more pictures.
Don’t overdo it with posts. Space them out. It may seem contrary to increased CTR, but you don’t want to overwhelm your audience with too much information in a short time span. For example, some experts recommend posting once every other day on Facebook and no more than once a day on LinkedIn.
Place links near the beginning of your social media posts. People have short attention spans and busy schedules. They’re more likely to click on something interesting to them if it appears early on.
CTR strategies are constantly changing, so it’s important to continually test and adapt. Failure to do so will result in a CTR decline over time.