CTR comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define CTR. What is a Click Through Rate and why is it important? The technical definition of CTR is best summed up by saying:
Click through rate measures the success of an ad or email in terms of user clicks. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate, and it can mean different things depending on where it is being used and what your goals are. For example, CTR may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “CTR” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about CTR and use it in Digital Marketing?
The Click-through-rate reveals how often people who view your ad end up actually clicking it. The average click-through rate on AdWords paid search ads is about 2%, and 0.35% for a display ad. A low click-through rate typically means you might not reach a good ROI. There may be something wrong and unless it’s fixed, your campaigns won’t earn as many leads or as much revenue. Some tricks and tips for improving click though rate is to: Improve your Quality Score. Use the best ad extensions, Utilise smart bidding strategies, Test different ad types, Write compelling ad copy, Create tightly themed keyword groups, Split test advert copy, and Highlight pricing in your ad copy.
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