Just as it is with traditional print advertising, the time and effort you put into your PPC ads has the potential to make or break your SEM campaigns.  Your ads should not only be eye-catching and informative, but specific and relevant to the information users will find on your website.  Failure to “grab” your audience with your ad title and copy could result in a low click-through rate (CTR), which can drag down your campaign’s overall performance.

If your click-through rate is lower than you’d like it to be, there could be two factors at work:  your ad’s position on the Bing search results page and/or lackluster, generic ads that don’t elicit clicks.

If you run an adCenter report and find that your average position is on the low side, you may find some helpful tips on improving it in our previous post, SEM Intermediate Series: Strategies for Improving Ad Position in Microsoft adCenter.

If your reports show that your position is fine, you should turn your attention to improve your ads in an effort to make them more appealing to your target audience.  For tips on how to do this, I’d recommend visiting SEM Intermediate Series: Increasing Click-Through Rate (CTR) in Microsoft adCenter.

Once you’ve identified and remedied whatever issue is plaguing your CTR, you might also want to give your campaigns a tune up that can help improve performance and earn you additional clicks.

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