Does it have anything to do with the placement on search engines? My average CTR for each campaign is at 1% or less. If I see a particular keyword with a high CTR, should I bid high on that keyword? What's involved in having a good CTR? Is it the ad copy related to the keyword? Thanks
a good question to ask is: is the traffic that I get from this ad/keyword combination making me money? good ctr doesn't always mean sales. example: yesterday I was converting 1:30 for a particular (new) campaign. Today I was 0:180. Once I reduced my ppc bid by 1/3 the traffic started converting again. I think what happened was google saw my excellent ctr and started showing my ads in higher positions, but my ad in higher positions didn't yield higher conversions for me... if your high CTR is making you money, then try paying more to get more traffic... to make more money. to answer your question: yes, ad copy is very relevant to the keyword. you should always be ad testing. I hope this makes sense.
You will receive a better CTR if your keywords are targeted to your site and campaign plus if your ad text is written well.
I'm starting to test ads, and trying to hire a writer to do some of them as well. It's complicated to be descriptive in an ad with such short amount of characters. How does it effect your ad if there is a sales pitch, or another method to attract traffic? Instead of just describing the content on your site? Or should I stay with the actual description of content? Even if it's boring or generic.
Well, for me the best thing I could do is to test and change. Don't be afraid to change. A good advice: don't overdue it. Don't make your site a crappy one, full of AdSense. Plus that smaller AdSense ads force fewer ads to be displayed, only the most valuable ones. Large blocks have more ads and people could click the last one which is not expensive at all. Let's say that you have a 160x600 skyscrapper on the left side of the site (it works well for me this put in that spot). Well, instead of putting a 160x600 which usually have 5 ads, use a 120x600 which have only 4 ads, this way the value of the clicks will be higher.