How to Fix Low Click-Through Rate (CTR)
Your ads are getting impressions but not enough clicks. Low CTR wastes your budget on impressions and signals to ad platforms that your ads aren't relevant, hurting your quality score.
Symptoms
- CTR below 2% for search ads
- CTR below 1% for display ads
- Declining impression share
- Rising cost per click over time
Root Causes
- Ad copy doesn't match search intent
- Missing or weak call-to-action
- Not using ad extensions
- Targeting too broad an audience
- Competitor ads are more compelling
How to Fix It
1
Rewrite headlines to include target keywords
2
Add clear, action-oriented CTAs
3
Implement all relevant ad extensions
4
Create tighter ad groups with more specific targeting
5
A/B test multiple ad variations
⚡ Quick Wins — Do These First
Add your main keyword to Headline 1
Include a number or statistic in your ad
Add sitelink extensions if you haven't already
Use emotional triggers in your descriptions
Related Concepts
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