Multiple Ad Types Create Higher CTR
In a recent blog we discussed CTR as a key metric that every advertiser should be paying attention to. Are you above Google's benchmark of 1%? Are you beating my benchmark of 2%? Hopefully so, but what if you aren't?
There are a few reasons that a CTR might be low. Some keywords might be generating traffic that isn't interested in the ads being displayed. The ads being displayed might not be structured in a way that makes them attractive. The ad text might also not sell potential customers enough to get them so click over to the site.
You may also not have enough ads in your ad groups for Google to show you to as much traffic as possible.
Google's Best Practice
Google's current best practice at the time this blog is being written is to have at least 2 ads in every ad group. I always recommend having 3, but two is Google's minimum. With 1 ad, you may see fewer impressions overall because other advertisers are following Google's recommendation. When building a new ad group, Google Ads prompts you automatically to use 1 of 2 different types of ads: expanded text and responsive search ads.
Expanded Text Ads
Expanded text ads are what I would consider to be Google's standard ads. This seems to be changing, but these ads are the simplest to setup. Each ad contains 3 headlines and 2 description sections.
Responsive Search Ads
Responsive search ads appear just like the expanded text ads do when they appear in the search. However, they come with some extra features.
Advertisers get up to 15 headlines and 4 description lines that will automatically match themselves to what customers are tying into the search box. This way, Google Ads always has the right ad for the right situation.
Using both of these ad types will help to increase CTR overall. Google Ads prompts you to have 1 of each in every ad groups, so when setting one up from scratch make sure to take full advantage of them!