Is your CTR something you are happy with? In Adwords it’s distinctly measurable and even in organic listings and Google Places listings it’s something that is a part of every marketers consideration, or at least it should be.

Your click-through-rate (CTR) ultimately determines how much of your target market are seeing or experiencing your offering. Getting this right can be potentially worth more than improved rankings as you are getting more visitors for relevant keyphrases – it doesn’t take as much work as expanding a SEO or PPC campaign to new avenues.

Improving the relevance of your ad copy, display URL and destination URL can result in increases in CTR within your PPC account. It’s important to tweak and try different things in the ad copy and it’s also worth looking at using the Dynamic Keyword Insertion tool in your Adwords account.

With SEO, getting your Title tag and meta description to include the right message is equally important and if possible, linking your site to an Google+ profile using the rel=”author” tag will give your SERP result a bit more visibility, which means you might not need to be first to get more traffic.

With your meta description and ad copy, be assertive, direct and succinct but don’t make any claims you can’t live up to. Display your competitive advantage and understand the needs of your audience – communicating this understanding of what the market wants will win you more traffic. Keeping customers (and hencemaximising your ROI from advertising) is a result of being honest with what you can deliver.