Currently, i'm averaging a 60% CTR on my landing pages (4 out of 10 people just leave the site).
I have tested different creatives on Adwords and there is no correlation between the keywords, or ad groups. The same keywords that convert really well are the same ones that also cause 4 out of 10 people to just leave the website.
I know i need to work on my landing page but what are some typical CTR on landing pages?
Can you clarify this:
- Your Adwords ads direct traffic to your own website
- They then have the option of clicking from your website to a seller that you are an affiliate for
I don't understand where you are getting the 60% CTR. On your Adwords ads? Or among those who have landed on your website, and then go on to the seller?
Either way, this is an incredibly high CTR, and I certainly wouldn't be complaining that "4 out of 10 just leave the site". I ASSUME that you are referring to the CTR between the landing page and the seller?
As far as profitability, the only numbers that matter are your ad cost and conversion rate. You haven't mentioned what conversion rate you are getting. I wouldn't peg the conversion rate to visitors to your web site, but to adwords clicks.
Of course, it is useful to know all of the numbers - ad CTR, landing page to seller CTR, conversion rate, so that you can tune individual pieces.
Do you make it clear in your ads that you are selling something? This is a common mistake. You can get a high CTR by making it unclear that you are selling a product. I always try to include the price and the word "buy". Otherwise, you pay for people who are just looking for information. You CAN get certain buyers to "turn the corner" this way, but in the vast majority of cases, I don't think it's a good idea. Make sure they know they are expected to buy something. They are clicking so that they can buy.
I do something similar to what you are doing, but I do not use a landing page. I send traffic directly to the seller. My conversion rate for the quarter is around 18%, which I think is pretty darn good. More than 6 out of 10 of the people who land at the seller go away without buying something. And I'm sure not complaining.
You need to fill in the missing number (of those who have pre-qualified at your landing page - that's really what you are doing, is pre-qualifying them), how many of them buy a product at the seller? Multiply that by your landing page CTR, and you have a conversion rate for the clicks, which you can compare meanigfully.
Keep in mind that CTRs and conversion rates are going to vary widely depending on products. Probably the most meaningful thing to look for affiliates is ROI. How many dollars in commissions do you get back for each dollar you spend on advertising? (Plus the cost of maintaining the landing pages.)
