We love digital - Call
03332 207 677 and say hello - Mon - Fri, 9am - 5pm
Call 03332 207 677
Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.
What is a Click through Rate (CTR) and why is it Important?
In any PPC campaign there is something called a Click through Rate, often abbreviated to CTR. Essentially, this is the percentage of people who have seen your advertisement and have then chosen to click on it.
To take it back slightly, every time your advert is shown on SERP (search engine results page) it generates an impression. If a lot of people see your advert, thus creating a high number of impressions, but choose not to click on it, you may find that your campaign is adversely affected. More on this in a moment.
In order to calculate your CTR you simply need two figures; firstly the number of impressions, and secondly the number of clicks it has received. From this you can generate a percentage based on a clicks to impressions ratio. Please see the diagram below for clarification.
As you can probably imagine, the higher a campaign’s CTR the more successful it is deemed. Whilst a decent number of impressions show that you have been bidding appropriately and are being used in search results, a low amount of impressions might suggest that the advert isn’t particularly relevant. This is where CTR provides a far clearer bigger picture on paid search campaigns.
Search engines will often favour advertising campaigns that are deemed helpful to its users; conversely, the opposite may also be true, with those who fail to gain a reasonable CTR being downgraded in the listings. A campaign that is performing well may even achieve a lower Cost per Click (CPC) as a result, which in turn can save you money.
What counts as a decent CTR? Well, that’s largely down to your campaign and the area that you’re targeting. Sometimes 5% might be the highest you can achieve, on other occasions it may be 25%. If you’re struggling to get 2%, then you might well want to make some alterations to your ad text or keyword targeting. A general solution is to refocus the campaign and target key terms that are very specific to your landing page, also make sure you do plenty of negative keyword research to drive down unnecessary impressions.
The Click through Rate may well be the most important statistic your PPC account provides (with the possible, and very obvious exception of your conversion count). When the CTR falls you know that you need to make changes or even pause a campaign. Likewise, when it does well, you may want to emulate it and further its success elsewhere. It is effectively a paid search success barometer.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.