Click Through Rate
You’ve spent a lot of time and effort to create a great Google AdWords campaign with creative and enticing ad content, but how many people are actually clicking on these ads that you’ve created?
Click Through Rate, or CTR for short, measures how many people have seen your advertisement (an ‘impression’), and actually clicked through to your website. Simply put, “it is the number of clicks your ad receives divided by the number of times your ad is shown”.
It’s an indication of how appealing and relevant your ads are to the people who are searching for your business. Each keyword in your campaign will have its own CTR, indicating the click performance for that individual keyword. When you see keywords with a low CTR, investigate the health of that keyword – is it relevant to your ad? Your business? Should it be removed, or perhaps changed to a different match type?
A good CTR rate should be at a minimum of 1%. This means that out of 100 impressions, your ad was clicked on once. Your goal should be to grow the CTR rate from this percentage, and here’s a few ways to do this:
1) Make sure your ads are visible: aim for all ads to be on the first page of search results, and bid on important keywords to ensure that the ad rank is high – between the 1st and 4th position, at least.
2) Create enticing ad content: make sure that your ad content has something that appeals to the viewers – special offers or promotions, discounts on products or services, and a call to action inviting viewers to make contact with you immediately.