These ads have a 3x higher CTR and occur once in every 20 ads.

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More ways to improve Google Ads click-through rate These last methods originate from a study we performed using data from our Google Ads Performance Grader. We identified accounts that make up the top 15%, 5%, and 1% of performers in terms of click-through rate. Here’s what we found. 9. Use dynamic keyword insertion, but don’t overuse it With dynamic keyword insertion (DKI), Google will automatically insert the keyword that triggered your ad into your ad copy or headline.



This is beneficial, but only to a point, as illustrated from one of our studies below: dynamic keyword IT Numbers insertion vs ctr in google ads You can see that ads with DKI have a higher relative frequency than those without, but only for the top 15% of accounts. As you move to the top 5% and 1%, notice the red curve actually dips below the blue. This tells us that DKI should definitely be part of your toolbox as it tends to produce slightly higher early returns, but it shouldn’t be overly relied on. 10. Use, but don’t rely on ad extensions Google Ads extensions can help your ad take up more space on the SERP and give it more clickable appeal.







In the same study, we found that accounts using sitelink extensions did slightly better than those that did not, which is not a surprise. how to improve google ads CTR - sitelink extensions vs ctr vs quality score It’s a modest increase, but it won’t double or triple your click-through rates and it certainly won’t make up for boring ad copy. So just like DKI, use extensions but don’t rely on them. 11. Test more ads In our study, we did some number crunching to see the relative abundance of ads with a higher than average click-through rate, and here’s what we found: Top 15%: These are ads with a 2x higher click-through rate, and they occur in one of every six or seven ads.