The short answer is yes. As we have already mentioned, that figure can have a direct impact on the cost of your campaign. It also affects your Quality Score, and Google uses that to select the best ads for their audience. The Quality Score is a way for the company to work out which advertisers are offering the most relevant promotions. They take a look at the keywords you’re targeting and the landing pages to which your ads link. You need the highest Quality Score possible to beat the competition and feature within lots of different results.
Marketers will always receive pricing discounts for ads with the most relevance. So, people who are promoting a website selling books will pay less if their ads highlight that fact. However, they’ll pay more fees if their ads are generalized. You just need to remember two important things:
1: High click-through rates will result in better Quality Scores
2: Better Quality Scores will improve positioning for reduced fees
For the advertiser, a reasonable click-through rate means they are attracting a large number of users to their website.
WHAT IS A REASONABLE CLICK-THROUGH RATE?
Lots of people ask this question, and it’s one of the hardest to answer. There are so many different factors at play that it’s difficult to offer accurate information. It all comes down to the type of campaign and keywords. Various click-through rates are achievable, but it depends on what you’re trying to sell. For instance, some keywords are much more competitive than others. So, you’ll never get the same rates as you would with others. There are just too many other advertisers out there fighting for the same space. It isn’t an exact science, and so marketers simply need to focus on making improvements.
In an attempt to give you some idea of the rates it’s possible to achieve, left this section, you will find a list of averages that might come in handy.
While different companies will reach varying levels, those averages should help you to obtain a better insight. If your click-through rate ever runs higher than 3%, you’re doing well. Of course, you still need to leave the ads for long enough to make an educated assessment. We recommend that you wait until they have appeared at least one-thousand times before checking the rate. That should give you an accurate perception of the situation.
IS A HIGH CLICK-THROUGH RATE EVER A BAD THING?Although most people work hard to encourage lots of clicks, it’s not always the best thing for your business. In some instances, it could mean you spend a lot of money and get less than appealing results. That happens if you’re targeting non-pertinent keywords that aren’t going to generate sales. For example, let’s presume you run a company that sells writing materials. Your ideal keywords are things like “stationary” and “pens.” However, you might push your ads to search queries like “back to school” or something similar. You might get thousands of clicks, but many of those people aren’t looking to buy your products. Essentially, that means you're not driving the best traffic to your domain. However, you still have to pay every time someone clicks your advertisement. It all comes down to maintaining a healthy conversion rate. That’s the number of people who buy from your site after clicking the ad. If you have low conversions, it probably means your keywords are too broad. In that instance, you should try to refine them without lowering your click-through rate too much.
With that in mind, you don’t always need high click-through rates for all keywords. Even so, you should try to boost your rates for words that are relevant and affordable.
WHAT ARE THE BEST TIPS FOR ACHIEVING HIGH CLICK-THROUGH RATES?
There are many methods and techniques marketers use to improve click-through rates. For that reason, it’s important that advertisers try to use many different ideas when Optimising their results.
TIP 1: KEEP THE ADS RELEVANTIt’s vital that all ads and landing pages are relevant. Don’t make the mistake of using keywords in your adverts that don’t feature on your website. Google will lower your Quality Score, and reduce the number of placements. By making sure ads point people to the right place, both click-through rates and conversions should increase.
TIP 2: USE KEYWORD GROUPS FOR CLOSER TARGETINGGrouping the most similar keywords together should mean you target a tighter audience. You put ads in front of the people most likely to click, and so your results improve. When you attempt to reach a broader spectrum, the people viewing your ads will become further away from your target market.
TIP 3: CHECK YOUR PROGRESS EVERY COUPLE OF DAYSWhen you make changes to your approach, it’s crucial that you assess the results. So, check back in a couple of days and see how your rates have changed. When it finds a technique that works, you should continue to use it. You can then get rid of any changes that resulted in lower rates.
TIP 4: MONITOR YOUR COMPETITION
You should always look for the best and most popular keywords for all your ads. Sometimes the most efficient way of doing that involves watching your competitors. Take a look online and work out which companies are competing with you for ad space at the moment. Assess their strategy, and see if you can find anything you’ve overlooked.
If you run any ads that get a poor click-through rate after performing alterations, you should go back to the drawing board. It’s vital that all advertisers get used to trying out new ideas, but they still have to know when it’s time to call it a day. Don’t throw your money away when you’re not getting enough conversions to cover the cost of the ad campaign. People who struggle most should probably outsource the task to experts. Professionals can make all the improvements and get much better results than those without experience. It all comes down to how much time you can spare, and how much cash you can afford to invest.