CTR related to Conversions?

Does a well-targeted high ctr indicate high conversions?

[veroxii]

Hi All,

First time newbie post. :-)

I have a few PPC ads running. They are quite highly targetted.

As an example, lets say I use the search phrase "achme widget buy". Then in the actual ad I'll even mention the price of the product, in an effort to cut down on unneccesary clicks.

Now, on the PPC side, cutting out the broad-matching phrases (such as just "widget") in this way have resulted in a much higher CTR, even though the overall traffic is significantly less. As expected.

The problem is that so far the actual conversion rate has gone down. I would've thought with something so much more targeted and very relevant that things would've improved.

Am I missing something here?

-V

[growingdigital]

You may be getting more traffic with better ad copy, but is your ad laser targeted? Sometimes ads can get good CTR's but don't convert because they bring a lot of excess non-targeted traffic.

[MrSniffles]

how significant is the difference in conversions? if it is small, it may be just normal business fluctuations - give it some more time. also, pricing may be a factor - check out your competitors and see if it's possible that a person looking for a specific item can easily find it cheaper elsewhere. that might explain the fewer conversions. but mostly i would say give it some more time, and then decide if the cost savings from targeting ads is worth a decrease in sales.

[Michael Anthony]

CTR's are immaterial. If you have a CTR of 0.1%, but that means say 5 clicks per day which result in sales, you've found a good keyword.

Simply put, the trick is to try and find low CPC terms that convert well. There's no point being top for a phrase that doesn't convert.

[deluxcougar]

I agree...as well, some keywords simply do not convert as well as others because what the visitor is really looking for may not be what they find.

To better explain, some keywords are not purchase-ready. These visitors are shopping around and gathering information while other keywords may be more susceptible to purchase.

[veroxii]

Yip. Thanks guys. I realise every day more and more that it is about selling, and not attracting visitors. The last might even work against you many times.

-V