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Suggestions to improve Expected CTR of the Broad Match keywords to ultimately improve Quality Score
Hello r/ppc community,
I am looking for suggestions to improve the Expected CTR for my targeted keywords in Broad Match. The end goal is to improve the Quality Score of the main broad match keyword. Currently, the Ad relevance is excellent and the Landing Page experience is improving in some campaigns. However, despite optimizing the RSA headlines and descriptions, the Expected CTR is not showing any improvement.
I would greatly appreciate any advice or tips on how to improve the Expected CTR. Have you faced a similar issue before? If so, how did you tackle it? What are some best practices that have worked for you?
Here are a few things that I have already tried:
* Reviewing and refining keyword targeting to ensure that they match the intent of the users and the landing page.
* Testing different RSA headlines and descriptions to see if they impact Expected CTR.
* Analyzing competitors’ ads to see how they position themselves in the market.Are there any other tactics that I can use to improve the Expected CTR? I am open to suggestions and would appreciate any help you can provide.
Thank you for taking the time to read my post, and I look forward to your responses.
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1 Reply
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If you’re gonna run Broad keywords, then… take a look at your Search Term Report and add negatives.
Better ad copy.
Good Landing Page.
How long did you let the RSAs run for before testing different RSAs?
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Use keyword insertion to increase ad relevance and CTRs.
Have only 1 RSA per ad group unless the keywords have very big traffic.
You also have to think that if the keyword in broad match can work in many scenarios it’s logical that the expected CTR can be low. For example…
Brand Name: Icebreaker (real clothing company).
Targeted Keyword: Icebreaker in broad.
Expected CTR: people could be searching for things like icebreakers for work, top 10 icebreakers, icebreaker clothes etc | This means that the expected CTR could be lower than what you would like as there are many different intents and your ads will not be relevant in every single case
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