Not using all the features and as a result getting a small ad block

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Advertisement elements – title, text, address, phone, opening hours and days, quick links, contact information button, website link, favicon, rating. A block with all the listed elements takes up a lot of space in the search results, stands out from similar ones, and can increase clickability. Filling it out correctly and completely is not difficult, and the result will be effective.

If not all features are used, the block will look small and users may not notice it.

Create an ad that stands out from your competitors
The ad must be different from others in all international mailing list respects. If there are few differences, then there is no chance to stand out. For example, all companies offer to buy smart watches with a 40% discount, free delivery and two gifts. You should offer another solution to reduce the price, focus on the special properties of the product, and declare an original approach to promoting the product.

Work exclusively with high-frequency and mid-frequency queries
High-frequency (HF) and mid-frequency (MF) are easier to work with because they facilitate the rapid accumulation of statistics and small campaign volumes.

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But the following situation may arise: you have a query "buy a choker." A competitor's query is "buy a black choker," the ad is composed correctly, the title matches the key phrase. Your ad unit simply advertises a choker, while your competitor advertises a black choker. People who specifically need a black choker will most likely click on the competitor's ad. And this is just one example when a low-frequency query will be a winner.

According to statistics, the CTR of low-frequency queries is one and a half to three times higher than that of high-frequency queries. Forming low-frequency queries is a labor-intensive matter, but the result of using them is worth it.

Use auto-substitution template
The ## template automatically inserts the phrase into the text or title. In this case, there is no need to write the title manually.

Template proponents oppose the "one keyword - one ad" rule we wrote about above. The title length is 33 characters. When using templates, a pre-set phrase is placed in the title if the keyword does not fit in the title.

For example, we have a keyword "buy a metal front door". It has 34 characters. In a campaign with templates, the title will be formed as a basic query "buy a front door". In another campaign without auto-substitution, the title is written without the word "buy", because it is clear that the sale is offered - "metal front door". When searching for an iron door, a user is more likely to click on an ad that offers a metal door, and not just an entrance door.

Download a useful document on the topic:

Checklist: How to Achieve Your Goals in Negotiations with Clients
We recommend using all methods to increase clickability. An effective advertisement looks attractive and contains useful information, the right message. Links with descriptions, contacts, work schedule, clear text, as well as professional settings, carefully collected keywords - all these elements help to increase the CTR of the campaign. A properly developed strategy plays a special role, which can be corrected after analyzing the statistics.