I have seen many posts talking about increasing site CTR.

Here is my theory.

CTR vary drastically based on many factors. Chief among these factors are site subject, type, style, and characteristics of G ads. Based on these factors and initial design decisions you make about your site you should achieve a CTR.

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Hi CA,

You are on track with your theory.
I'm assuming you're talking about the click through rates you are getting from the ads themselves... I had to read your post a few times because for a moment I thought you were talking about how to get clicks on your website to your affiliate programs etc... I'll touch on both.

Hopefully I'm on track...

The factors for ad CTR...

The main factor is going to be your rank. Obviously being on the first page is a good thing because not everyone goes to the second page... In order to get there though, you must first get clicks. The more clicks you get the higher your rankings... SO you must work on the following...

You need to have an ad that compliments the search. It's solves the searchers problem... You need to have keywords in your ad title and/or body... that way when someone searches for that keyword it is highlighted, attracts attention and gets more clicks.

And the ad has to be written well. It must lead to that click. You should always be split testing your ads to improve your CTR. You can run more than one ad at a time. Delete the ads that aren't doing well. Do small variations in your ads. Play with capitalization etc... It's funny how one change in a words capitilization will increase your CTR.

The website is a seperate deal...

You first have to get people clicking on the ads. THEN...

Once they are on your page, you have to have copy to sell them. It'll depend on what you are selling as to how you approach it. Every audience is different.

But basically when someone lands on that page that page must complete what the searcher was looking for. It must answer their questions or provide them the product or service they needed...

If it's an affiliate program, you have to presell them so they will click on the aff link and move to the merchants site...

YOU are right........ There are a lot of factors.

And because every campaign, product and service is different... all you can do isssssssssss

Test, test, test...

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Matt Levenhagen
Campaign Blasts - Affiliate Marketing & Adwords Training
Blaster's eZine - An Adwords & Affiliate Marketing Publication