Do you want to increase your click through rate (CTR) on your paid search ads? Most advertisers do as long as they are targeted clicks and not as a result of some stupid gimmick or lie. CTR plays an ever more important role in PPC campaign management. With the introduction of quality score, relevancy checking and focus on the customer experience, CTR is a very important PPC metric to optimize. Raising your paid search ads CTR can be a lot easier than you think. We have developed a simple chart that makes creating text ads for PPC search engines using combinations of “strong words” and equally strong calls to action.

Your call to action is probably the most important of your ad text. The calls to action in the above chart are based on recent research done by Microsoft. Another important reason to use a strong call to action in AdWords is because Google tells us we should.