This post is based upon the Google Plus hangout organized by the Google Ads team during which they discussed some simple by effective tips on how to increase CTR of the Google Adwords ads. We will cover them and also add some explanations of our own for you to be able to digest the information with more clear vision about what happens to your ads.
1. Switch from broad match to phrase match and from phrase match to exact match.
As you know you can change under what conditions different search queries may (or may not) trigger you ads at a keyword level. If you narrow down the match type, you will filter some less relevant research queries and, as a result, increase the relevancy of your ads’ views. Basically you suppose to increase the quality of the traffic that comes from a certain key phrase.