How to Boost CTR

1. Install a web analytics software on your website to gather detailed information about your CTR for each one of your ads and campaigns. If your ad platform offers detailed information about click-through rates, familiarize yourself with their interface as well so that you can have a second set of data to compare with.
2. Use a spreadsheet to divide your ads in groups according to what segment of your audience they are targeting. Use one sheet per each group of ads. Next to each ad, write down its CTR, conversion rate, keywords, landing page, and copy of the ad. If it is an image ad write, down the name of the image and a brief description.

3. Sort the ads on each sheet by their CTR. Use the conversion rate as the second sorting criteria in case of a tie. This will result in an ordered list of ads that work for each segment of your audience, from best to worse.
4. Look within the low performing ads for those with messages that are performing well for other audiences. It may be possible to increase an ad's CTR rate drastically by changing the targeting criteria in terms of both demographics and trigger keywords.
5. Using the higher CTR ads as a guideline, change the copy, trigger keywords, or image of the ads that are not working to make them more similar to what works for that segment of the audience. For example, if the highest CTR ads all send out a message of 'Glamour and Relax' try to include that message on the lower performing ones, or remove any message related to 'Work and Stress' from them.
6. Increase the amount you are bidding per click on those low CTR ads that share the same message with the high CTR ones. If your bid is too low, the ad may be displayed on an unfavorable position and receiving less clicks as a result.
7. Evaluate the results from your changes after 48 hours, using your web analytics software data to see what ads have improved their performance. You may need to keep optimizing your ads in response to current events or before your audience becomes blind to them due to repetition.