Marketers consider CTR (click-through rates) as one of the basic indicators of online advertising performance. An increase in click-through rates indicates that your ad is engaging, rather than annoying, your target audience. As a rule, the average CTR is between 0.1% and 10%, and the higher it is — the better. However, it should always be remembered that a high CTR cannot guarantee the success of an ad campaign. The transition of the user to the site does not mean that he will definitely perform the targeted action. Therefore, it is critical to optimize all the factors that affect the conversion of traffic to sales.
Basic Info About CTR
So, what is CTR and what factors do influence click-through rates in search? The following points affect the CTR of a site snippet in the SERP:
- Its current position — Everything is logical here — the higher the site is ranked, the more it will be visible to the user. Moreover, highly rated resources are trusted more, so their links have the highest click-through rates.
- Snippet quality — Information about the page and the resource itself should be as complete and understandable as possible. If this requirement is not met, then the CTR will inevitably go down.
- Relevance to the request — If the information in the snippet does not fully meet the user’s expectations, then you will hardly get high click-through rates.
On top of the above, CTR in search results is influenced by brand awareness, seasonality, specifics of demand, and some other minor factors. You can use website value calculators to predict your site performance and its potential CTR values.
What Does CTR Affect?
This metric applies to assessing the effectiveness of an entire campaign and an individual ad tool. Accordingly, the higher the click-through rate of a banner or ad is, the more efficiently relevant traffic is generated to the landing page. Here are some of the factors that influence CTR.
- The quality of the traffic attracted. It is not so much the clickability itself that is important but the precise adjustment of the ad unit to the needs of the target audience. When a user sees a specific offer on the Internet that interests him, then he will click on it and go to the site in 8 out of 10 cases. The probability of a visitor to turn into a buyer depends on the conversion capabilities of the landing page, the work of marketers, and the call center.
- Ad visibility, banner design, dimensions. When calculating the CTR of ad units on a website, you should always do the testing. The goal is to increase the click-through rate of your ads. For example, by changing the banner design, you can easily increase the click-through rate several times.
- Strict adherence to the subject matter of the request. Take into account the interests of your target audience when developing an ad campaign. Thus, you will definitely increase CTR and will maximize traffic.
As you can see, working with CTR requires a lot of time and effort. However, with the right approach, you can significantly boost your company revenue.