Archive for the Click-Thru-Rate (CTR) Category

How Accurate is Your Call to Action?

Tuesday, August 31st, 2010 | Permalink

Every pay-per-click (PPC) ad needs a call to action so the person viewing the ad knows what to do when they land on the page, especially because you are paying for this traffic.  If the call to action is not clear, visitors will leave your site without converting.  Depending on your goals, the call to action can be anything from purchase online to learn more about a particular product.  However, there is a certain degree to how descriptive the call to action can be and thus how effective an ad will convert.

Let’s say you are a B2B company selling computer software and your desired conversion is for visitors to download a whitepaper.  Your landing page contains a short description of the whitepaper, an image, and a form.  The headline above the form reads Download this Whitepaper, while the button to submit your information says Submit.  Upon filling out the form, visitors are taken to a thank you page with a link to the whitepaper.   Overall, this conversion process is straightforward, but how will you write your PPC text ads to entice visitors to download this whitepaper?  Take a look at these 3 ads, all pointing to the same landing page, but each using a different call to action.

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Competing in a Quality Score World

Tuesday, August 10th, 2010 | Permalink

Improving your keywords’ quality scores in any Google AdWords campaign is always a must.  Your ad groups must be tightly themed and your text ads must contain the targeted keywords.  Furthermore, your landing pages should include these same keywords.  By taking these steps you should see your click-thru-rates (CTRs) increase and thus, your quality scores improve.

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Write PPC Text Ads to Stand Out from the Competition

Monday, May 10th, 2010 | Permalink

Because up to 11 pay-per-click (PPC) text ads might show on any given search query, it is imperative that you do whatever you can to make your ad stand out.  Yes, you want to make sure the users’ search terms actually appear in the ad and that you have a strong call to action, but every PPC campaign manager thinks this way.  You need to dig deeper in your messaging in order to turn the impression into a click.  The three themes outlined below are ways to make your ads stand out in order to increase your overall click-thru-rate (CTR).

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Understanding Metrics: Conversions per Impression

Sunday, January 31st, 2010 | Permalink

Recently there has been talk of a new metric within the PPC industry: conversions per impression. I first read about this metric from Chris Crompton of Search Engine Land.

In my view, this metric represents the overall effectiveness of your PPC campaign. The click-through rate (CTR) measures how relevant your ads are to user search queries. The conversion rate tells you the percentage of visitors who complete your predefined goals once the ads are clicked. These are important metrics, but it may be time to consider conversions per impression (CPI) as well. Let’s take this example:

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Ad Sitelinks, The Next Great Feature

Monday, December 7th, 2009 | Permalink

Google AdWords has recently added three new features to the paid platform. Two of the features are still in beta and only available to select advertisers, but all three help to bring better targeted ads to users. John A. Lee of The Clix Marketing PPC Blog does a good job of explaining these new features.

The new feature I am going to discuss is Ad Sitelinks.  Similar to the sitelinks you see in an organic listing, the paid Sitelinks allow four additional links to show within your ad.  Take the example below:


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Writing PPC Text Ads that Matter

Sunday, November 22nd, 2009 | Permalink

I am going back to the basics with this entry and discussing how to write text ads that will garner clicks. Too often I see ineffective ad copy that leads to low click-thru-rates (CTRs). I will share why it is necessary to include your targeted keywords in your ad copy and techniques to make your ads stand out.

First and foremost, when you write ads “one size fits all” does not apply. Why not? Let’s take a look at this example. When I search for “Panasonic televisions” I see these ads.


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The Three Tiers of a PPC Campaign

Monday, September 21st, 2009 | Permalink

ROI, CPA, CTR, CPC”¦these are all metrics that you can use to evaluate your pay-per-click (PPC) campaign.  The amount of data available to you can be overwhelming (so can the acronyms, defined below).  The challenge is determining which of these are true key performance indicators (KPIs) and why they matter.

A three tier structure organizes PPC campaign metrics by level of importance.  Tier One metrics represent the most critical data, while Tier Two and Tier Three metrics do not demand as much attention.  It’s not that certain metrics are irrelevant.  All of these metrics should be analyzed and acted upon in order to improve your PPC campaign success. However, a three tier structure places PPC metrics in order of how well they reflect the success of your PPC campaign.

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