Well, first off, there is no guaranteed way to get "the best" CTR - at least not that I know of (if you know how, send me an email :) )

So here are my tips for improving your click-through-rate on Google:

• Whenever possible, use the keyword in the title of the ad - By doing this you get your title bolded, making it stand out. You can do this automatically in Google by putting {KeyWord:Health Insurance} into the title of your ad. What this does is tells Google's system to use the keyword as the title and if the title is too long, use whatever is after the colon, in this case, "Health Insurance."


• Look at the top-performing ads - Looking at the advertisements that are ranked at the top of sponsored results will give you an idea of what is working. Analyze the ads and see what seems to be working - and then create your own ad using the best tactics used in the top-performing ads.


• Stand Out - Ok, so I did just tell you to copy best practices, but that does not mean copy the whole ad. If you can think of a way to be different and stand out from the other ads, do it. Whether this is a special offer ("10% Off"), a good product claim ("Save Hundreds!"), or a call to action ("Start Saving Now!"), make sure you stand out.


• Capitalize - Make sure you capitalize the first letter of each word in your ad text. "Get Free Quotes Today" will make more of an impact than "get free quotes today."


• Make sense! - If your ad makes no sense, people are not going to click on it. A great example is one of those ebay ads you might see that says "Get your Scarlett Johansson at ebay today!" That makes no sense - you can' t buy Scarlett Johansson on ebay. Actually, you can't buy her anywhere. Trust me, I looked into it.

So, to sum up, use the keyword in the title, study your competitors, stand out in a positive way, use a call to action, capitalize, and remember—you can't buy Scarlett Johansson.

Questions?