What is Click Through Rate (CTR)?
CTR is a term used in web design and pay-per-click campaigns, (such as Google’s Adwords) that describes the number of clicks on an advertisement for each impression, or individual who views the ad.
In an ideal world, searchers would click each time the ad is displayed for maximum effectiveness, but realistically, this will probably never happen.
Not every impression becomes a click-through, and not every click-through converts to a sale. Without the initial clicks, however, companies never have the opportunity to convince visitors to buy a product or service.
Pay-per-click campaigns are about driving traffic to a website, usually highlighting a particular service or product. The biggest challenge in managing a PPC campaign is increasing return on investment and efficiency, by raising the click through rate.
When click through rates (CTRs) are maximized, companies tend to increase their profits and revenue. In web design, you can track the CTR of important calls to action on your site or landing pages. Here is what you need to know to increase your click through rate.
A high CTR can equate to more opportunity to convert sales and higher profitability. When companies spend less money to convert a sale, this equates to a higher ROI. All companies are encouraged to avoid expensive ads with lower CTRs because they are not as profitable. The primary goal is to provide relevant content to users and convert the most sales possible.
So, how do you increase Click Through Rate?
1. Know Your Target Audience
Knowing your target audience is half the battle. If you know your targeted audience, you can tailor your ads to appeal to that audience and increase CTR. This requires knowing keywords that will attract your targeted audiences through searches. CTRs often suffer because designers overlook this important element. Long tail keywords can be useful when targeting a specific audience to increase CTRs. This practice can lower cost per click.
2. Careful keyword selection
Testing your marketing campaigns will lead to increased CTRs, and enable you to select the most appropriate keywords, which is vital. Careful keyword research will ensure your ad appears in front of the most appropriate audience, and the click through rate will be higher than an ad that presents information in a less-than-stellar format. A well targeted ad will appear in front of interested potential customers, which definitely increases CTR.
3. Compelling content and meta tags
If you have a clear intent with your advertisements, you will generate more interest when the ideal customer searches for a keyword. Keywords in title tags will help to optimize your website, and meta descriptions give you an opportunity to provide a compelling “sales pitch” and attract your visitors. Be clear about the product you are providing, and make your ad or meta content interesting and compelling, in order to encourage the viewer to click.
One of the services offered at Thrive Internet Marketing is Pay-Per-Click campaign management. We’ll put our knowledge to work for you, driving up your CTR and providing the best possible return on investment.
Contact us today!
Guest Author: Jonathan Jenkins is an SEO professional and content writer in Cape Town, South Africa. He enjoys staying on top of the ever-shifting industry he works in, playing soccer, and evenings spent by the grill.
