Tips to improve CTR for Ad Grants 5% CTR policy
Ad Grants community,
This week we're sending emails and in-product notifications to urge action for those not yet in compliance with Ad Grants' 5% click through rate (CTR) policy.
We've compiled the following tips described in detail here and summarized below:
- Pause high-impression, but low CTR keywords.
- Add negative keywords with the search terms report to prevent your ad from showing on irrelevant search queries.
- Ensure geo-targeting is set for each active campaign. If you don’t set a location, you may serve ads worldwide, which will cause your CTR and quality score to suffer in areas you don’t serve.
- Pause generic keywords. Focus on keywords that are more specific to your organization’s purpose.
- Group your keyword list into tightly themed ad groups so you can tailor ads with similar wording to the keywords.
- Add ads that invite people to take action on your website.
- Ensure you are bidding on your organization’s brand terms, which should have a high CTR.
Additionally, to ensure that your account is aligned with all of Ad Grants’ policies, we advise checking the following:
- Do any of your enabled keywords have a low quality score of 1 or 2?
- Are any of your enabled keywords non-approved single-keywords or someone else’s brand terms?
- Do you have at least 2 ad texts per enabled ad group, at least 2 ad groups per enabled campaign, and active sitelinks?
- Did you fill out the annual survey to the login emails on your account? Did you enter your valid Ad Grants customer ID to be identified successfully?
If your account is deactivated, we'll gladly reinstate once modifications are made. Adjust with the above suggestions until you reach 5% CTR for the last week your account was active. To check if adjustments reach 5%, go to your Keywords tab and scroll to the bottom of the keywords. If you're using the new Ads experience, see the Total: filtered keywords row or if you're using the previous Ads experience, see the Total - all enabled keywords row. When the changes you've made show 5% in these rows, contact us for review. Or you may choose to migrate your account to AdWords Express, which offers automatic management not subject to the 5% CTR policy.
Hope this helps,
Michelle on behalf of Ad Grants
This post was updated by a Google Community Manager to accurately reflect recent product and content changes.
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