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What is a decent CTR for you? (realistic)

2%?, 4%?, 10%, above that?

     
2:02 pm on Nov 7, 2007 (gmt 0)

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What is a decent CTR for you? (realistic)
I have some 2%. Other arount 3-4%. Some very special cases in certain campaign over 10%. But in general between 2 and 4%.
6:28 pm on Nov 7, 2007 (gmt 0)

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Pretty much the same. 2 to 5%, Never got over 5. One campaign got a goose egg (0) Agghhh!...KF
6:57 pm on Nov 7, 2007 (gmt 0)

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A Good CTR to me is 5%+

Anything below 3% needs work IMHO.

7:08 pm on Nov 7, 2007 (gmt 0)

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We usually try to have ours at 5%-8%, but seasonally it's not unusual to get 22% or higher.
8:42 pm on Nov 7, 2007 (gmt 0)

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I love these questions and I'm sorry but I can never believe that people actually have these conversations without discussing the markets related to the KPIs

I have a campaign with 0.07% CTR. Does this need work? The last time I looked at a 0.07 campaign, I took it up to 0.4%. Is there any room for growth in that?

It's great that people can discuss CTR but I think it should be done in context. For example MR X is marketing hotels and globally he gets 2.5% CTR on search and 0.5% on content driving 4,000,000 impressions daily.

Does that make sense?

8:42 pm on Nov 7, 2007 (gmt 0)

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I love these questions and I'm sorry but I can never believe that people actually have these conversations without discussing the markets related to the KPIs

I have a campaign with 0.07% CTR. Does this need work? The last time I looked at a 0.07 campaign, I took it up to 0.4%. Is there any room for growth in that?

It's great that people can discuss CTR but I think it should be done in context. For example MR X is marketing hotels and globally he gets 2.5% CTR on search and 0.5% on content driving 4,000,000 impressions daily.

Does that make sense?

4:16 pm on Nov 8, 2007 (gmt 0)

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It's just too subjective to have one standard for CTR. One of my accounts doesn't have a single average CTR below 25%. Another one runs around .8%, and it's still pretty profitable. There's too many variables. It depends.
12:24 am on Nov 9, 2007 (gmt 0)

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I'm actually wondering how many of the seasoned advertisers on this forum pay really close attention to CTR as an 'important' measure of AdWords 'success'?

I was actually a bit surprised to not hear anyone say anything about tracking ROI, rather than focusing on CTR.

All that said, yes, CTR is useful measure of how relevant users are finding the ad copy to be relative to their search query.

Just curious.

AWA

1:31 am on Nov 9, 2007 (gmt 0)

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AWA, You are correct, sir! CTR tells you if your keywords are working

and whether your ads are effective, other than that, its just stats!...KF

2:07 pm on Nov 9, 2007 (gmt 0)

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Most are unlikely to share ROI details, so we slip back a step to the front end of marketing and discuss CTR, which is an important relative metric to gauge your performance. That said, netmeg pegged it at "It's just too subjective to have one standard for CTR."
6:50 am on Nov 10, 2007 (gmt 0)

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The assumption may be that the ROI is there and the way to grow that ROI is by maximizing the traffic. If the ROI isn't there, focusing on CTR isn't going to mean much.

Promoting consumer (retail) stuff for which I do everything and take the time to do it right, CTR averages 7% to 20%. For more generic services & membership sites, anywhere from 0.5% to 15%.

When clients have a say in it or pick the keywords and write the copy, 4% is oustanding for most of them.

9:54 am on Nov 10, 2007 (gmt 0)

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I am lead to believe that Googles average CTR is 2.5% for Search and about 0.5% for content.

20% is high, I am assuming that the volume is quite low there or that the kw set is extremely narrow?

9:33 pm on Nov 10, 2007 (gmt 0)

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20% is low-medium volume keywords generally on exact or phrase match. Let's day you sell new homes in Florida. Most companies will be lazy in one of two ways. If they have developments in say 20 markets, they'll buy "florida new homes" on broad match and then orlando, miami, and tampa variations. They'll pick general keywords and be really lazy with the copy.

Well, as a new home buyer, let's say I want to buy in Winter Park - near Orlando. It's a slow market, I know there have to be some deals out there so I'm looking for location and a developer that knows the market is slow and is pricing appropriately.

In that case, as an advertiser, I'll buy "Winter Park New Homes", "Winter Park Homes", maybe some other variations, condos, whatever on exact match.

So lets say the home buyer does a search for "Winter park Homes" and sees the following ad titles.

Orlando Homes
Winter Park New Homes
Orlando New Homes
Florida New Homes
Florida Mortgages 5.9%
20% Off Winter Park Homes
Winter Park Homes
Big Home Builder Sale

So which ad are you going to click on, almost regardless of where it ranks? You might click on number 2. Chances are the 20% off one is going to jump out at you. You'll mentally note it becuase when you scanned the titles, 20% off stuck in your mind. If you do click on #2, you'll probably still go back and click on the 20% off ad unless you find exactly what you want behind door #2.

You probably won't even bother to read the decriptions, you want a house in Winter park, you know the market is soft, the title pulls in the click, the description is icing on the cake.

When developing campaigns, there are a lot of things to keep in mind and think about.

Mindset of the buyer
Specific targeting - the right keyword, the keyword in the ad, text in the ad that the consumer is virtually guaranteed to read (20% off) in this case.
How the keyword fits into the ad text so that it sounds like that ad was written specifically for the individual doing the search.

It's easy but it is often time consuming to do it right.

Unless someone copies my ad text verbatim and has a landing page to back it up that loads lightning fast, I'm going to win on that keyword regardless of what anyone else does because my CTR is going to be sky high compared to everyone else. My CPC will be lower than average.

My ad is going to be the 20% off version. I can probably pull a 20% CTR in the top-3 spots. I can probably be almost anywhere on the first page and pull 7% - 10% CTR.

The keywords above were just picked at ramdom and don't represent any company. Whatever might show up on those searches is nothing I'm affiliated with.