There is a reason why Google bans advertisers from adding universal “call-to-action” phrases such as “Click-Here.” They work! So, how can you still take advantage of this? Very simple, find some way to get close to a “call-to-action” without actually using one of Google’s banned phrases.
Here is one example / successful test that we just completed. We tried to just add the word “here” into one of our ads to find out what would happen. The result! We increased the click-through-rate of our ad by 100%!
Here is the old ad:
CTR = 2.19%
Here is the new ad:
CTR = 4.40%
As you can see, the only change in the two ads is the keyword “here.” In a way, it is stating the obvious. The word “here” is not really necessary since it goes without saying that the copy of the ad is for the site that is mentioned in the ad. However, the data clearly shows that adding “here” can have a huge impact on the effectiveness of your ad because it triggers twice as many people to notice your ad and to take action by clicking on it.
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