Click-Through-Rate (CTR) in Google AdWords is important not just as a benchmark for how well your ads are doing in terms of clicks and impressions, but it’s one factor that may gain you better positioning and lower cost per click prices, and is a component of Quality Score.
Here are 5 ways to improve your CTR:
1) Theme, Theme, Theme!
Keep your ad groups tightly themed.
Group like keywords into one ad group. For instance, if users are searching “Napa Valley Vacation” and “Napa Valley Lodging,” keep those terms and their “siblings” in two separate ad groups – vacation and lodging.
Write your ad(s) to include those specific terms in the copy.
The specific search terms will then be bolded in your ad in the search results, catching the user’s eye and helping to increase CTR.