Why CTR drop but Impressions Soar

I found a reason...

[zhenghua]

After checking my website's Access-Log of referrer, I found visitors from google is NOT going to click my Ads any more.

I tried several keywords they were searching, which led them to my website, my founding is that, when he/she searching "widget website" at google.com he/she had already been overloaded with the same adverts to be shown on my website!

Conclusion, in the last couple of days inspection of that, visitors from like Yahoo!, MSN or other non-G domains gave me the clicks only!

That is to say, publishers' website real estates are being competed with the G's SERPS... Since the same advert had been displayed once at Serp, then drop the possibility of his/her clicks for the same advert at my website.

Zhenghua

[zhenghua]

Say, when you search for "widget website" on G's site,
you'll see something as following:

Searched the web for widget website. Results 1 - 10 of about 145,000. Search took 0.30 seconds.
===========================
Sponsored Link01
===========================
Sponsored Link02
===========================
MyWidgetdotcom .............. ...Sponsored links
... blah blah .............. ¦
www..... 3k ................. ¦ Sponsored Link03 ¦
.............. .............. ¦

AnotherWidgetdotcom.......... ¦
... blah blah .............. ¦ Sponsored Link04 ¦
www..... 2k ................. ¦

Widgetdotcom ... . .......... ¦
... blah blah .............. ¦ Sponsored Link05 ¦
www..... 5k ................. ¦

Anyway, mywebsite is at the first place, so I won the clicks from all others ...later the visitor see those Sponsored Links01-05 again at my website.

[Chicken Juggler]

How in the world can you know this.

[zhenghua]

Needless to say, most time the advertiser of Link01 must be the highest bidder for the top 1 place on that serp. Let's say 10$.

But when the user went to mywebsite, the competition has changed because NOW targeted for the content/context/theme of that page of my website - perhaps is "where to buy widget", NOT the first keyphrase "widget website".

At that specific niche, the advertiser of Link01 only need pay, let's say 2$ or even less, because there're 3-4 other adverts from less-bidder(Aff./Dis./affl...), sometimes he/she only paid less than, say 1$ is enough to be show up at that spot.

That's also the reason why small-bidder trend to be URL-filtered at the most of the time by some publishers.

[zhenghua]

Of course, CTR also needs to be consider when talking about the placement order, but I think high-price-bidder in the most of time got higher placement.

Otherwise, advertisers will only need to pay $0.05 and forge a very compelling copy is enough, but I don't think G will allow this happen, since the best Ad copywriters are way too expensive and hard to hire one.

Even the Marketing-Guru Jay Abraham, also believed to hire others to write Internet Ads for him, haha. I always heard most guys teaching others "how to marketing" but don't even know how to write a effectively higher-CTR headline.