It isn't enough to be #1 on Google anymore. You also have to win the click away from some very eye-catching competition: In some cases there are no organic results above the fold. Hopefully there is at least some opportunity to appear above the fold in your target search terms. I know there is a lot more to CTR optimization but today I am just focusing on standing out in some kind of eye-catching way. You have to target your search terms in most cases to rank well. In many cases that means you only have a few words left to use in your link text to differentiate yourself and win the click. So it becomes a game of trying to win the click in 6 words or less AND the more wordy you make it the less likely you will win the click. I feel there has been a lot more experimentation in the PPC world for tuning the search result for CTR. But there has to be some good examples of making your search result stand out on the page. Lets look at what some ads do to stand out: Besides the visual callouts of the ad snipe and the ratings There are prices, promotions (specifically free shipping... which often appears multiple times) and the use of uncommon symbol characters. Here are a few ideas: Symbol call out Silly over-emphasis Both endian call outs Exploiting the display URL Make the category look like a listicle What are some of your methods or ideas for visually standing out in the SERPs?