If you want to unlock a better AdWords CTR, the first thing you’ll need to do is start making your ads more relevant. The more relevant you can make both your answer ad and your overall ad experience to the search query you’re targeting, the better you chance will be that your ad will be clicked and offer a conversion.
You’ll also want to make sure that you’re using “exact match” settings so that your ads will only be served for people who search precisely for the keywords in your campaigns. Keep in mind, though, that your impressions may decrease – this is okay because your CTR will increase at the same time.
And don’t just focus on your Ads. Landing page content has to relevant as well. Irrelevant page content will lead to a higher bounce rate and signal to Google your site was the wrong answer for the consumer’s search query. Relevancy is king!