Website SEO Expert - TAPNET.ca: PPC Click Through Rates - What is it and How to Get a High CTR

PPC Click Through Rates - What is it and How to Get a High CTR

PPC click through rate commonly known as CTR is a technique used to determine the success rate of an internet advertisement. In other words, CTR is the result of an online advertisement that is calculated by dividing the number of users who click on an advertisement by the number of times the ad was displayed (impressions). CTRs are usually shown in terms of percentage rather than raw numbers because it is easier for the user to monitor the success of an ad campaign over time. The click through rate directly affects the quality score of your PPC campaign. The higher the CTR, the more successful the campaign is performing.

CTR is immediate and not an overall response to an advertisement. Simply getting visitors to a web site used to be significant when web site traffic was all it took to evaluate their success. The preference towards effectiveness and efficiency, along with improved tracking tools, has led to reduced interest in click-through rates and added interest in conversion rates.

A high click through rate alone is not an indicator that your conversion rate is going to be higher. These two rates can be completely different. An advertisement that is just getting curiosity clicks will result in less sales, percentage-wise, than an advertisement which is geared towards relevant and interested clicks.

Various search engines offer different cost discounts for advertisements that display high relevance. This is done by offering higher quality scores to advertisements with higher click through rates. Higher quality scores mean the ad can maintain a higher advertising position for lesser costs. In computing quality score, the CTR's are taken into account not only for a specific search but for the complete history of every keyword. Therefore, it becomes very important to track your keywords and tweak keywords that are low-performing and possibly getting rid of those keywords.

When determining the significance of click through rates, these factors need to be considered:

The CTR history is considered and even though the keywords history holds importance the latest CTRs are more important and act like an additional incentive to keep improving the advertisement campaigns.

The click through rates differs with different advertisement rankings.

The discrepancy in advertisements positions is taken into consideration and leads to a change in the CTRs.

Usually the more precise and specific a search term is, the better the CTR is as they match what is being searched.

Broad keyword search terms usually are presumed to have a lower CTR, because they are not as targeted to what a searcher is looking for, therefore, are considered not as relevant. Keeping in consideration the search terms used, the CTR number may be measured as low or high, where as 0.9% may be acceptable for a broader search term, but very low for a targeted search term.

All in all a high CTR is a measure of how well your advertisement is performing. If your CTR is low that is an indication that tweaking is needed to boost it.

If you want to get your PPC Ad performing as good as possible and get the lowest cost per click possible, you should get the free eBook, The PPC Profit Formula. It covers the ins and outs of setting up a low cost, highly performing PPC Campaign. It also details the 7 deadly sins of PPC that could cost you a fortune. Hop over to The PPC Profit Formula and get it now!

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