CTR

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CTR or click through rate is the rate at which clicks are occurring vs impressions.

Google SERPs and the Search Network offer much higher click through rates than the Content Network.

Google uses CTR as a factor in quality score, which means that having a low CTR can raise the price of ads.

Since CTR can vary widely for a variety of reasons, the best strategy is to enable conversion tracking, as not all clicks are equal in terms of converting to sales.

Google offers a feature to split test ad variants to find the highest CTR, this can be a very effective tool to find the best ad variant. However keep in mind that CTR and Conversions are separate, and improving CTR without improving conversions is just wasting money.

Optimization

  • Stay off the Content Network for high CTR, or at least separate Content Network ads from Search Network ads.
  • Watch Conversions, make sure they are aligned with CTR. If clicks occur but not conversions, rethink the ad group.
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