What is it? How does it work? Can you improve it?
All that and more, coming up!
CTR is the number of times someone clicks on your ad divided by the number of times a person has seen your ads. Also known as “Impressions”.
Just like e-mail open rates, this number is critical to improve upon since the whole point of the CPC campaign is to get people to click on your ad.
There really isn’t any magic behind this number. The more relevant the ad, the more clicks your ad will get.
On every search, on almost every website, and on most videos, you’re going to see an ad.
If you click on that ad, the higher CTR will go. I really can’t make it more complicated than that.
CTR is expressed as a percentage, but generally, you’ll hear people refer to it as a number.
So, next time when someone says “1.6”, assume that they mean 1.6% and it’ll be much more clear.
Good CTR numbers can seem depressingly low. Usually seen number less than 2% is industry average.
This doesn’t mean that ads are a waste of money. But, think of it in context.
How many times do you see a billboard before you start buying?
Or TV ads, even a radio ad?
How many times after making a purchase, do you hear and see the same ads?
When you think about it, those rates are much lower seeing as most advertisers actually don’t know if the ads are creating more interest in their product or service.
So, even though one person clicking on your ad out of 100 may seem terrible, it’s much better than zero people calling your business after seeing your billboard.
Google allows you to create Dynamic Campaign Goals, even ones that allow you to maximize clicks.
This automatic target setting allows Google to adjust the speed of delivery and your CPC bid to increase the amount of clicks your ad receive.
This adjustment is based on Google’s learning of billions of campaigns that have been created on their platform over the years.
CTR can seem like a bummer, but understanding how your ad account performance changes over time is invaluable to A/B testing, evaluating your budget, and creating more complex ads, like adding Ad Extensions, which you can learn more about in one of our other videos.
So, now you know a little bit more about CTR.
Watch our other videos to learn about how to improve CTR and why is not that easy.
It can get confusing with all the terms out there, and I really do hope that I helped you understand this one.
My team and I created “The Ultimate PPC Glossary”, so you can understand the rest of the terms out there.
You can download it in the link below.
The PPC world can be confusing and scary. If you want to learn more, please subscribe, ring the bell, like and comment on the video below.
-Ameet Khabra
DOWNLOAD THE PPC Glossary: https://www.ameetkhabra.com/ppc-downloads/ultimate-ppc-glossary/