2020 US Search Award Winner
2020 US Search Award Winner – Best Use of Search – B2C (PPC)

Optimizing your Google or Bing ads account? One of the many ways to improve the performance of your campaigns and costs in your account is to look into improving your clickthrough rates. Expected CTR is a component of quality score and a higher CTR will lower keyword CPCs.

In this post, we’ll walk through the basics of clickthrough rates, including what is a good CTR, and how to improve CTR performance.

What is Clickthrough Rate?

The clickthrough (CTR) rate is a ratio that shows how often people who see your ad click through to visit your site. Clickthrough rate is generally used to see how well your keyword and Google or Bing ads are performing.

The CTR formula is the number of clicks your ad received divided by the number of times the ad has been shown.

CTR Formula:

Clicks/Impressions = CTR

What is a Good Click-Through Rate?

The CTR average for Google and Bing Search depends on the industry. It is best to see what is working well in your account and optimize towards that performance. In the next section, we have outlined improvements you can make to increase your CTRs. 

How to Optimize CTR?

To optimize keywords that have a low CTR relative to your account look into the questions below:

  • Do any search terms need to be negated from those keywords?
    • This is important to BMM or broad match keywords
  • Are the Max. CPC bids too low?
    • Having a low search impression share and being too far below on the SERP can lead to fewer Clicks
  • Does the ad text align with the keyword?
    • Closely grouped keywords should be matched to relevant ad copy

To increase the CTR of your ad copy add a call to action (CTA) and make sure the ad copy is relevant to the keyword it is matching too.

Overall, there are many components that impact the clickthrough rates for your paid media account. If you are having trouble pinpointing areas of improvement, feel free to reach out or send us a request for a free consultation.

Jess Rothberg
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