Click-Through Rates (CTR) are one of the most important pieces of data for measuring the success of your advertisements, but it can be confusing to interpret the numbers and apply them appropriately to your mobile app marketing and advertising campaign. Here’s a breakdown of what a CTR is and how you can maximize its use:
What is a click-through rate?
A CTR is the number of clicks that a pay-per-click (PPC) advertisement gets for every number of impressions (views). In essence, it tells you how many times your advertisement is viewed before someone clicks on it.
Why do click-through rates matter?
A higher CTR ultimately leads to lower costs for advertising. Google and other search engine platforms commonly offer lower prices for ads that offer a higher relevance to search engine users. Google, for example, determines the cost based on your Quality Score. The higher your quality score, the less you have to pay for a PPC advertisement.
How do click-through rates work?
What makes a CTR “good” really depends on your industry and the ad’s position, but overall, Google AdWords has an average CTR of 1.91% for search network and 0.35% for display network. With this in mind, your CTR should be as high as possible while still maintaining relevance.
How can I increase my click-through rate?
- Use targeted keywords. If a keyword isn’t relevant to your business, it could end up costing more money than it’s worth because your ad is leading to click-throughs but not conversions.
- Use visual content. Images and video boost engagement. In fact, research shows that using the word “video” in an email subject line boosts click-through rates by 65%.
- Offer freebies. Consumers love free stuff, so promoting an offer like a significant discount off the price of a product is likely to increase CTR.
Click-through rates are used as a Key Performance Indicator (KPI), used to evaluate performance against the market competition. It allows for an apples-to-apples comparison. Numbers can be tricky sometimes. To understand those numbers, it’s important to see your company’s marketplace performance from another angle.