When a business clicks on a marketing link or opens an email attachment, they’re revealing a level of interest in your offering. But what does that really mean? How does a high CTR translate to success? Let’s dive in.
What Is a Click-Through Rate?
Simply put, a click-through rate (CTR) is the number of website clicks (or other actions that result in a lead being generated) divided by the number of times an ad or offer was displayed. The resulting number is then divided by 100 to get a percentage. So, if you have a 1% CTR with an ad that was shown a thousand times, you’d have about 10 clicks per day on average.
Why is this important? Think about all the different ways you can show an interest in a product (or service) with an ad. You could run a Google Ads campaign that focuses on generating clicks. You could create a landing page with a call to action (CTA) that encourages someone to subscribe to your email list or to click a link to continue reading your content.
When someone clicks on your ad or a CTA, they’re revealing an interest in your product (or service). That interest could be manifested in many ways, such as downloading a free sample of your product, asking any questions you might have about the item, ordering the product, calling your phone number, or visiting your website.
Therefore, if you show an interest in a product or service, you should be able to identify a lead that might become a customer. But how can you judge the success of an ad or other marketing activity based on a single number? Let’s look at some of the factors that affect a business’s click-through rate.
Why Are Click-Through Rates So Important?
First and foremost, a high CTR shows that your ad or offer was relevant to a person searching for that product (or service). If you have an interest in a product, it’s fairly likely that someone else does as well. That’s why showing an interest in a product (or service) is the first step toward creating a lead.
Having a high CTR also proves that someone, at some point, was interested in your product (or service) enough to click on your ad (or perform some other action). If no one clicked on your ad before the end of the last day of the campaign, you might have to start over again with a new campaign.
If you look at the last 100 campaigns you ran, how much cash did you spend on ads? How many leads did you generate? What is the conversion rate for those leads? It’s crucial to have an idea of how many people are interested in your product (or service) and how many of those people you’re actually able to convert into leads and customers.
The Importance Of Relevancy
When someone clicks on an ad or offers a product or service that is relevant to them, you’re more likely to see a higher CTR. That’s because the ad (or offer) will match the interests of the person doing the searching. Relevancy is extremely important, especially when someone is performing a search on a mobile device.
If you want to see higher CTRs, you need to display ads that are highly relevant to the person performing the search. While it’s not always possible to know what a person is searching for, you can take into account the demographics, psychographics, and history of the person performing the search.
For example, if you’re selling luxury goods and the person searching for those goods is located in the UK, you might want to tailor your ads to include references to British culture and history. Or if the person is interested in tech products and you have an interest in digital marketing, you could run a digital marketing campaign that promotes your product (or service) in the form of digital ads or landing pages.
Above all else, be relevant. Tailor your ads to show interest in the products or services the person is searching for. While it’s great to have the most gorgeous women in your ads or offers, if no one is interested in your product (or service) because of irrelevant content, then you’re simply wasting your time and money.
Make Sure Your Ads Target The Right Audience
When someone clicks on an ad, they’re sending you to a website with often-unique content. That content might interest them, but it could also be irrelevant or even misleading. Before you judge a website by its cover, make sure you read the content to see if it’s valuable to you.
As a general rule of thumb, you should look for websites with a high domain authority (DA) since you’re sending them highly targeted traffic. A high DA indicates that the site has a lot of credibility in the eyes of Google and other search engines. You can use Google’s free tools to find the DA of any given domain.
You can also use Google Adwords to find potential customers who are highly interested in your product (or service). Simply type in your product’s (or service’s) name and the word “Ads” in the search box to see a list of relevant ads.
You might be able to find advertisers who are specifically interested in your product (or service) and are willing to pay you to advertise to their target audience. For example, let’s say you’re the owner of a digital marketing agency and you specialize in helping fashion companies get their products into the hands of high-quality influencers. If a fashion company contacts you about getting their product featured by an influencer you know and trust, you may be able to get them highly targeted traffic from your ad. But make sure you do your research first to ensure the influencer is genuinely interested in your product (or service).
Avoid Placing Too Many Bets On One Event
Even though you might see a profitable result from your latest marketing campaign, avoid placing too many bets on one event. You run the risk of over-dependence and disappointment if that event turns out to be unprofitable.
Instead of placing all your eggs in one basket, spread your investments across many events. For example, you could run a Google Ads campaign that promotes your product (or service) in some way. After four weeks, you might see a higher CTR than usual, but unless that trend continues, you may end up losing money. On the other hand, if you see a dip in traffic after the first few weeks of a marketing campaign, you may want to reduce your investment and put more focus on getting that traffic back.
Tracking The Performance Of Your Ads
After you’ve spent a decent amount of money on ads (whether that be through pay per click or pay per impression), it’s important to track their performance. You can use tools such as Google Analytics to track the success of your ads.
The great thing about these tools is that they allow you to drill down into the data and see exactly how your ads performed. For example, if you’re using Google Ads, you may be able to see the following metrics:
- The number of clicks that resulted in a conversion (i.e., a lead or sale)
- The number of times your ad was shown
- What demographic your ad audience was (i.e., men vs women)
- How mobile (or desktop) your ad audience is (i.e., 49% vs 51%)
- How much money you actually spent on ads (e.g., $5,000 vs $10,000)
- And more!
When you see these numbers, you’ll have a much better idea of whether or not your ads were effective. Were your clicks worth it? Are you getting enough return on your investment? Was the demographic you targeted interesting and receptive to your offer? Was your ad shown frequently enough to generate interest? The answers to these questions will help you determine if your ads were worth it or if you should’ve simply stopped there and enjoyed the ad revenue.
To get the most out of your online marketing efforts, it’s important to track the performance of your ads. However, many business owners and marketers neglect to do this. If you do track and identify a poor performing ad (or ads), you may be able to improve the results of that campaign.
For example, maybe you showed an interest in luxury goods and someone came searching for that. But, instead of showing them ads for your luxury goods, you may want to show them ads for your discount store since you think that product fits their interests better. So, you may want to re-target that person with ads for your discount store.