What is a good CTR for your ads? Experts explain it to you
To begin with, you should know the meaning of CTR so that you can understand this article well.
CTR (Click Through Rate) is the number of clicks obtained from a link with respect to its number of impressions.
To explain it in a simpler way, if a link has 100 impressions and has received 10 clicks, it has a CTR of 10%. You can visualize the CTR directly in the interaction rates column in Google Ads (or any platform) , so if it does not appear, it is advisable to activate it in the configuration of the platform itself, in the column configuration.
In Search campaigns, the CTR provides us with very valuable information to know how our ads are performing.
Why is it important?
The CTR gives us very relevant information to know if our ads are attractive to the audience segmentation we have selected. If our ads have a lower CTR than the recommended one, it is very likely that the ads are not focused on the target audience.
One thing to keep in mind is that the CTR is an indicator that is used in online digital advertising, that is, in other platforms it will appear in a similar way, as a meter of clicks per views. In Google Ads it will directly influence the level of quality, so we will get information on how relevant the ads are.
The fact of being able to have this indicator is very useful to observe the performance or behavior of the ads. If we have a CTR within accepted values, we have done most of the work. It must be taken into account that the purchase process is from the moment the customer performs the search until he gets the product.
In our case, as a marketing agency, our job is to find that target customer and bring them to your product in the simplest way possible, but our ability to work cannot interfere with the quality of the product. Of course we care about our client's business as if it were our own.
When there is a higher CTR, the cost per click may in principle be lower, however it is a setting that Google does not always take into account. It is very important for your campaigns to take a look at your CTR , to take into account the behavior of such ads.
What is a good CTR?
This is a very relative question, so it depends on several variables. One of these variables depends on the advertisement.
To give you some context, Search campaigns usually have a higher CTR compared to Display ads, for example. Display campaigns can have a CTR below 1%, and that doesn't mean it's a bad result. An important difference is that prospects in Google search are looking for a service that they are demanding. This makes the CTR higher.
In video campaigns, the CTR is also different compared to the other ad formats. Another important factor is targeting, depending on the campaigns or keywords you are using, it can make your CTR vary.
It is easier to influence CTR when a popular brand has Search campaigns. The text of the ads must be attractive in order to have a higher CTR. Competition is important to influence CTR.
It is advisable to perform a good analysis so that your campaigns are activated with keywords that are relevant to find your target audience, but are not widely used by your competitors. A good average CTR according to Google, in Search campaigns is within the values of 2% or 3%.
Normally, if a Search campaign has an optimal configuration level, it can obtain an average CTR of 5% or higher. If it exceeds this value, the CTR has a very optimal level.
How can you increase CTR?
A simple way to improve your CTR results is to create attractive ads. In this case we are not going to go too much into the subject, because in previous weeks we have written a blog on this topic, giving tips to help you create attractive and efficient ads.
I leave you the link here : Make these ads if you want to increase your company's sales.
Adding ad extensions can help you to increase your CTR.
Perform a study of your keywords, to pause those that are not having a good CTR, in this way, the average will increase.
The most important thing, however, is the conversion rate. Once the tags are installed, having clear what a conversion is for you (a sale, a customer who calls on the phone, a customer who writes a form, etc), will help you to know which are the most efficient keywords, regardless of their CTR. A good CTR can help you to have a higher conversion rate, but it is not an exact science.
It is important that the keywords are directed to your target audience in the most direct way possible, so that it is easier to find prospects and convert. In case you can't have that measurement, because you haven't installed the tags, the factor that will guide you is of course the CTR. In short, a good CTR and its control will allow you to obtain very good information on how your campaigns are working.
However, our advice, to know if your campaigns are effective, is that you should focus on CPA and ROAS, our advice, to know if your campaigns are effective, is that you should focus on CPA and ROAS.
When investing in advertising campaigns, there are different objectives. If your goal is to sell and get more customers, it is very important to measure the return on investment, to know the real performance of the campaigns.
The CTR can help you to observe the performance, but the cost per conversion is what really establishes the level of your campaigns. There may be campaigns that have a CTR of less than 5%, and have a lower CPA than other campaigns with a higher CTR, so there is some complexity in providing an accurate figure.
I hope I have solved your doubts about CTR. If you have any questions, contact us and we will be happy to help you. In addition to our campaign creation and optimization service, we offer audits to companies that have doubts or need help with their Google Ads campaigns.
I hope you have a happy day!
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