Click-through rate (CTR) optimisation is a crucial aspect of online marketing that has a direct influence on the success of advertising campaigns. The CTR measures the ratio between the clicks on an advert or link and the total impressions displayed. It is expressed as a percentage and provides information on how effectively an advert or link attracts the attention of the target group.

Optimising the CTR is of great importance as it means a higher number of clicks on ads or links. This in turn leads to more traffic to the associated website or landing page. There are several proven strategies for CTR optimisation:

An important strategy is to use appealing ad texts. These should be relevant and appeal to users immediately. The use of persuasive calls to action can increase the willingness to click.

The use of relevant keywords is also crucial. Adverts and landing pages should contain relevant keywords to increase the likelihood of clicks.

A/B tests are an effective way of testing different ad variants and finding out which ones achieve the highest CTR. This enables targeted customisation of campaigns.

The quality of the landing page to which the advert links is another important factor. A disappointing landing page can cause high bounce rates.

Ad extensions, such as locations, telephone numbers or sitelinks, can display additional information in adverts and improve visibility and click-through rates.

Mobile optimisation is essential today as many users access ads via mobile devices. Therefore, ensuring that adverts and landing pages are mobile-friendly is of great importance.

The use of negative keywords helps to exclude irrelevant search queries and ensure that adverts are only displayed for relevant search queries.

Careful planning of advertising campaigns, taking into account the target group, time and location of the ad placement, also contributes to CTR optimisation.

Overall, CTR optimisation is a continuous process that requires regular monitoring and adjustment. By implementing these strategies, companies can increase the efficiency of their online advertising campaigns and achieve better results. The use of data and analyses for continuous optimisation is essential.