Improving your click-through rates (CTR) is fundamental to getting more from your marketing spend. A higher CTR means more people are interested in what you’re offering, leading to more website traffic, leads, and ultimately, sales. It’s a key indicator of how well your messaging resonates with your target audience. We see many Australian SMEs missing opportunities here, so let’s look at some practical ways to improve things.
Firstly, relevance is paramount. Your ad copy or email subject line needs to directly address the needs and interests of the people you’re trying to reach. Generic messaging simply won’t cut it. Think about the specific problem your product or service solves for your ideal customer and highlight that. We recommend detailed customer persona work to really nail this.
Secondly, strong calls to action (CTAs) are essential. Don’t be vague. Instead of “Learn More”, try “Get Your Free Quote Today” or “Download Our Guide Now”. A clear, concise CTA tells people exactly what you want them to do. A/B testing different CTAs is a simple way to see what performs best with your audience.
Thirdly, consider the power of keywords. In paid advertising, ensure your keywords are tightly aligned with your ad copy and landing page content. This improves your Quality Score (in platforms like Google Ads) which can lower your costs and improve your ad position. For email marketing, using relevant keywords in your subject line can significantly increase open rates, which directly impacts CTR.
Fourthly, optimise for mobile. A huge proportion of Australians access the internet via mobile devices. If your ads or emails aren’t displaying correctly on smartphones, you’re losing potential clicks. Ensure your website is mobile-responsive and your ad creative is designed with smaller screens in mind. We’re anticipating even greater mobile usage in 2026 and beyond, so this is critical.
Finally, continually analyse and refine. Don’t just set and forget. Regularly monitor your CTRs, identify what’s working and what’s not, and make adjustments accordingly. Most advertising platforms and email marketing services provide detailed analytics. Use this data to inform your decisions and improve your results. Focusing on incremental improvements consistently will deliver significant gains over time.
To get started, pick one area – perhaps your email subject lines – and A/B test two different versions. Track the results and use what you learn to improve your overall click-through rates and maximise your return on investment.
