If you are familiar with search engine optimization, then you’ve likely heard of “click-through rate.” This metric can be used as a metric in comparing online paid advertising campaigns, organic search results, and more. Let’s define click-through rate, delve into why it should be measured, and find out how it can be increased.
What is Website Click Through Rate?
Click-through rate can be summed up in one simple equation:
Click-through rate= (number of click-throughs/number of impressions) X 100%
Essentially, it is the number of people that click on an online advertisement’s link, divided by the number of people that view the advertisement. In most cases, the higher the click-through rate, the more effective the advertising campaign. CTR also applies to email and separate page links. Do not make the simple mistake of confusing click-through rate with conversion-rate. Conversion rate refers to the percentage of click-throughs that lead to pure sales. The click-through rate equation does not take sales into account.
What is considered an “acceptable” click-through rate? It really depends on the campaign, keyword, industry, and many other factors. The average CTR in Google Search AdWords in the legal industry is only 1.35%. The online dating industry, on the other hand, has a much higher average CTR of 3.4%.
Why is Click Through Rate Important?
If you want to be successful in pay-per-click advertising, (PPC) then you must maintain a relatively high click-through rate. But why is measuring CTR important? For one, measuring the click-through rate of a group of PPC campaigns is extremely helpful in determining which campaign is the most effective and should be invested in. This is a common and results-driven approach utilized by digital marketers. Furthermore, organic search results play an important part in determining click-through rate. Google classifies CTR as a massive SEO ranking factor. Websites with a higher overall CTR will typically rank higher than those with a lower CTR.
Can a high click-through rate have a negative impact on a website? Most definitely. In paid advertising, you pay for every click to your website. If you are targeting keywords that don’t relate to what you are selling, then searchers will generate minimal leads and sales, even though the link is producing clicks. Paying for clicks that fail to generate sales and leads is a nightmare for digital marketers. Thus, high click-through rates are only effective if relevant and specific keywords are deployed. There are other factors besides keyword optimization that affect click-through rate—let’s take a look at how to improve CTR.
How to increase Website Click Through Rate
Improving ad copy is monumental in improving CTR. At SunCity Advising, we put a large emphasis on including a call to action (CTA) in the copy of paid ads. Give searchers a clear reason to click on a link. Even the Google AdWords help section petitions for the inclusion of this element in an ad’s copy: “Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action such as purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.”
Measuring website click through rate—its more important than you think. How did SEO experts initially create effective digital-presence strategies? How do they adjust to Google’s constantly-changing algorithm? Testing. In order to implement quality PPC advertising, you must test what works, and what doesn’t work. Many interchangeable variables exist, all of which affect CTR. Running multiple ad campaigns with different attributes can let you know what to include for the primary PPC promotion. Possible testing variables could include having prices in your copy, length of meta description, inserting keywords into the URL, and many more.
SunCity Advising Specializes in Click Through Rate Optimization
Testing, monitoring, and adapting elements of SEO in order to increase click-through rate is essential for businesses looking to establish a productive sales funnel. However, this process can be time-consuming for individuals or businesses lacking proper, expensive marketing tools. Digital marketing consultants have access to these tools and programs, as well as specializing in monitoring SEO factors and making changes in order to uphold a competitive digital presence. To maximize results, SunCity Advising assists with SEO strategy development, making sure every aspect of your marketing plan is working together. Our team can help with starting campaigns, improving current campaigns, or even setting up affiliate marketing programs in your name. Struggling with website click-through rate? Don’t hesitate to contact us with any questions.