So, you want to buy a nice cover for your new mobile phone. You will probably google: mobile cases or trending mobile covers and you see that the first 3 searches are marked differently from the rest (just in front of those URLs, there is a logo of “Ad”). Moreover, there are similar searches on the right of your search engine. So, how are these couple of links different from the other searches?
These are paid ads which are being setup on your search engine. Now, the question arises whether these ads will deliver the right results? On a serious note, they are somehow setup to provide the closest results to what you are looking after. Whatever you will try to search on your search bar, the keywords are mapped accordingly. So, the main question is, how can it help your business? According the search engine you want to target, the ads can be placed. So, if a person searches for a similar service/product you are selling, your ad will be in that ad section of the search engine.
What is CTR and how does it work?
Click Through Rate, is the number of clicks you get on your advertisement over the total number of searches which were being made for your advertisement (both clickable and non-clickable). So, the quality of your advertisement depends on your click through rate.
Advantages of higher click through rate
There are two major advantages when it comes to higher click through rate:
a) In most of the cases, higher the click through rate, higher will be the number of clicks on your advertisement. Hence the quality of your advertisement increases.
b) If the quality of the advertisement increases, the maintenance or improvement cost for the position of your advertisement decreases.
Higher click through rate is not a surety of good business platform
Most of the people feel that higher the click through rate, the better it will be for the business. This statement is not true for every situation:
a) You are paying for every click and if your first page (landing page) is not good, the bounce rate will be quite high. The returns will be not good in this scenario. Moreover, the loss can be huge in that sense.
b) The words (keywords) are not being targeted properly and by which the clicks are high but the profits or returns are none.
So, one should always target the keywords which have a good click through rate which have a right relation to the product/service you are selling and most importantly target those keywords which can give you returns.
Following are some other ways by which you can increase your click through rate in a right manner:
a) The landing page should be good. It should deliver the right information to the potential customer and thus the clicks will increase in a right way.
b) The keywords should be targeted in the right way. The product/service should match the keywords so that clarity is maintained between the searcher and the product.
Other factors which can also be considered that might also impact your click through rate score:
a) URL: Though this is not the major issue but little things do matter when dealing with various customers. On an online platform, a seller must maintain a level of trust for its potential customer.
b) Images and Design of your website should be up to date. Again, from buyers prospective, it is important that your website should be neat and sophisticated. Hence, these little things are important in that prospective.
c) You should always be up to date (information and technologically wise) and always try to be one step ahead of your competition. The process of click through rate looks simple but the competition is quite immense. Hence, regular updates are important.
d) Target your audience: You must adapt according to your market to get a quality click through rate. People use many filters such as age or gender specific ads so that they can target their service/product accordingly.
e) Relevant advertisement rather than discount/coupons: The information provided should be apt in the advertisement rather than discounted rates or coupons for your product. Hence, the right customers will be targeted.
Many people will advise you to hit hard on the click through rate but that is not the exact thing you should be after. Higher click through rate will indeed help you out but other factors which we discussed above should always be kept under considerations. You want to convert your clicks to business and that will be delivered by your website. Hence, optimize your website in such a way so that the customers are compelled to use your product/service.