From the previous blog post ‘Coming to Terms with Adwords Part 1’, we covered the meaning of the Click through Rate (CTR), as clicks divided by impressions.
Clicks are integral to PPC advertising as they illustrate how many visitors choose to reach your website from the search and content networks. As a result, more clicks and a higher CTR is the fundamental aim. But what factors can constitute a change in clicks?
- Choosing the appropriate network can be integral, as, for example, an ad may experience significant increases in clicks if it appears on a website that generates a large audience. Fluctuations in your daily budget can also have a bearing on the amount of clicks and impressions your ad will generate.
- If your ads have successful periods and not so successful periods, this could be a result of seasonal changes, where products are more relative to the time of year and consequently sell more. In addition, your ads may become more favourable if a competitor has stopped running an ad, or your ads may become less favourable if further competitors have decided to market using Google Adwords. It is important to be aware of competitors.
- Finally, ensure that all your ads are relevant to what people are searching for; the CTR can drop if your ad is showing in market where its products have no relevance.