What does CTR affect and how to increase it?

The quality of launching contextual advertising is shown by CTR. What is CTR? This is a click through rate. With the help of a number, you can determine the cost of a click, analyze the launch efficiency, and get statistics for the following settings of advertising campaigns.

Why count CTR?

Ctr indicator carries a lot of information for marketers. So, its changes indicate an increase or decrease in the audience's interest in a product or service. With the help of experts, you can make your ad more effective.

Ctr formula is simple - the number of clicks divided by the number of impressions * 100%. Therefore, it is noticeable that impressions are not so important, like the number of users who clicked on ads.

What does ctr affect and how to increase it? The indicator reveals:

• Advertising effectiveness;
• Positions of ads in search engine results:
• The rationale for investing in launching a campaign.

What does CTR depend on?

• Creativity. Advertising should stand out, develop interest, motivate to go to the site;
• Options. Size matters. Very small banners fall into "banner blindness", practically out of the user's field of view;
• Dynamics. The modern audience is attracted by live effects, animations. But at the same time, you should not make a whole video;
• interactive buttons. For example, a good option is "Click and get a discount!";
• Accommodation. The best solutions are the top, proximity to the main content;
• Thematic. If the ad is not at all appropriate for the topic of the site, it will not work to get a good result.

Thus, the main goal of determining the indicator is to find out the level of interest of the audience, the platform for further promotion.

What is a good click through rate?

A good click-through rate of contextual advertising depends on various factors. The main thing in creating the right ads is to make a list of relevant key phrases. They can be commercial, informational, navigational. Among them, the smallest conversions are provided by informational keywords - 4-8%.

A good CTR is the quality of the keywords. It is determined by the usefulness for users. But the best results are brought by commercial phrases with the introduction - buy, price, order, etc. The solution allows you to get a click-through rate of at least 5%. And if you take into account what ctr is in the target, a little competition, then you can get as much as 20%.

The average indicator of good click-through rate for Yandex Direct and Google Adwords is from 5%. Go for individual niches, with high competition and 1% will be a very positive result.

The average PPC for all industries is 1.91% according to the Wordstream survey data.

For banner advertising, completely different figures - for Yandex - 0.4%, for Google - 0.08%.

Why the low click through rate?

Low clickability is typical in the selection of thematic semantics. A business does not immediately receive large attendance, and possibly an interested audience, for a very small budget. These numbers in micro percentages, in most cases, have excellent motivation, get to the sales funnel and become customers.

How to increase CTR?

How to increase clickability? A question marketers often hear. Large numbers will become available when optimizing the advertising campaign. Experienced professionals have their own secrets, aspects that need to be edited in order to effectively improve CTR rates and at the same time keep the cost per click low.

Effective in most cases:

• Edit ad creative;
• Redo visualization;
• Targeting by keywords, sites, audience;
• Apply extensions. Clickability increases the presence of contact information, additional links, clarifications (about free delivery, round-the-clock work);
• Testing. Comparison of several options for launching in Google or Yandex allows you to determine the most effective solutions.

Which ctr is considered good is very conditional numbers. They differ for contextual advertising, banners for different search engines. Social networks provide other indicators of click-through rate. But it is these ratios that allow you to see the effectiveness of an advertising launch. The way to increase click-through rate is almost the same: consider the ad creative, its appearance, analyze the placement site, website, and effectively set up targeting. This approach, with the help of specialists who know all the features of each stage, leads to an increase in impressions, expanding the target audience.