dsforeman - 2:54 pm on Aug 25, 2007 (gmt 0)
CTR for my clients on consumer products is over 10% for just one listing out of eight on the page. This study is deeply flawed. Pay per click has to deliver over 30% CTR for all ads in many consumer categories. I have other ads that only do a 3% CTR and are the only ad on the page but the ad is for a commercial service on an information oriented search.
Studies like this mean nothing. CTR means nothing to me or my clients. What matters is cost per conversion and the amount of conversions. I have some campaigns with thousands of keywords with low CTR and very little competition and yet the client gets leads for about 50 bucks each and a closed lead is worth over a million dollars.
I have other clients with very high CTR on specific consumer products and I am sure paid ads on the page are taking well over 30% of the Clicks yet the conversion rates are very low and conversion costs are higher than the product margins.