Online display ads and targeted ads like Google’s AdWords can offer a fairly handsome return on investment — presuming, of course, they are done right. Your goal with the ads is to not just get views, but to get a high rate of clicks per view. This metric is called your click through rate (CTR), and it is measured by simply dividing your number of clicks by the number of views.
Increasing your CTR involves getting a feel for your market over time. Every business offers something different to a consumer, and establishing how you communicate your unique product and values to audiences will be a skill you continue honing for years. To help you get started, here are some general tips that almost always increase CTR: Read more on 3 Ways to Get More Clicks on Your Online Ads→
This item could have been missed if it weren’t for a well written meta-description. Tragedy averted.
Meta-descriptions, that little snippet of information that displays in black & white below the title/URL listed on a search engine results page (SERP), is often ignored by those publishing a page or post on their website. However it is not ignored by the public. In fact, it can drastically impact the click-through rate of a search result. Because of this, it is important to understand how to write meta-descriptions in an optimized manner so that all of your hard fought SEO work to get on Google page one is not done in vain.
For example, the other day I was hoping to complete my “man cave” decor by performing an online search (with intent to purchase) for “tiki mugs for sale”. I received the following results:
Now statistically I am supposed to click-through to the first result, given that the 1st position garners 33% of the traffic share, the 2nd receives 18%, and the 3rd with 11%, while the rest spiral into the abyss after that. But I didn’t click ooga-mooga.com or myriahsbazaar.com. Instead my eyes scanned down to the 3rd. Take notice of the meta-description “Manufacturer of Tiki Mugs and other Fine Collectible Tiki and Polynesian Related Decor, Carvings and Ceramics Since 2000“. The first one pulled an individual product description from its webpage, the second is an absolute mess, while the third was succinct and to the point. I’m a busy guy, so I selected the result that appeared to answer my query best. Perhaps the first or second offered a better selection at a better price, but they did not get the chance to do so because I visited tikifarm.com, found a mug I liked, “added to cart”, and entered my credit card information. Tiki Farm made a sale because they wrote an apt meta-description. Today, I tell you how to do the same.
5 Ways to Optimize Meta Descriptions to Maximize Customer Click-Throughs