We've been tracking this number for some time, and it's up from 2.7% a year earlier. It's a big change! There's a lot going on, but the two main factors behind this increase are: AdWords is less likely to show crappy ads (with low CTR and low QS) in the first place, which increases the average CTR of the account. Larger, more prominent ads (AKA Expanded Text Ads) are more likely to be clicked. Our internal tests have shown that switching to ETAs can increase CTR by up to 400%! One thing to point out here is that there is huge leverage in ad copy optimization.
The top 10% of accounts (unicorns) do more than three times better than everyone else (donkeys). How? Unicorn ads. 3. Negative hair masking service keywords are always a missed optimization opportunity OK, let's recap what we've found so far: The AdWords auction is increasingly likely to favor ads with a high Quality Score. Low CTR ads aren't showing as much as they used to. QS is a relative metric based on how your CTR compares to other ads across locations, devices, location, etc. similar. CTRs at all levels increase. Advertising Continue reading below Meaning: you're going to have to increase your CTR just to keep your current spots, and increase it even more to advance. How?
One of the biggest missed opportunities (of big impact for little effort) that my research uncovered was chronic underuse of negative keywords. negative-keyword-adoption-stats People don't use them as much as they should. Half of accounts haven't added a single negative keyword in the last month . That's a lot of wasted money. Advertising Continue reading below Now, Google says negative keywords don't impact QoS (because they're calculated based on exact match keywords). But I'm not so sure about that (more in this case study, if you're curious).