Why CTR is Important for Google?

Sunday, 4 August 2019

Why CTR is Important for Google?

Posted by Madhu Gupta
In digital marketing, there are lots of different ways to measure the success of your marketing strategies. One of the most popular tools right now is CTR or "Click Through Rate." Your click-through rate (CTR) is used to measure the success of a specific digital campaign. Let's take a moment to examine this tool in more detail.

How Exactly Does CTR Work?

Click-Through Rate (CTR) refers to a calculation that tells you how often internet users see and click on your Google Ads. CTR can also be used to determine the overall performance of your Google Ads and SEO strategy.

The CTR calculation goes something like this… 

The amount of clicks an ad gets; divided by the amount of times it appears on Google. 
Clicks ÷ Views = CTR 

Therefore, if your ad got 100 views and 5 clicks, your CTR would be 5%. 

If your Google Ads get a high click-through rate, it means that people find them useful, relevant, exciting, and engaging. CRT can help determine which of your advertising campaigns and SEO strategies are successful - and which ones need to be adjusted. It's also worth noting that if your ads and keywords are relevant to your brand, the likelihood of your advert being clicked on when it appears in search results increases exponentially.

Why Is CTR Important?

As a brand CTR enables you to assess which of your ads are being clicked on the most, which ones lead to the most conversions and the effectiveness of your SEO. But search engines also place quite a lot of importance on a reasonable click-through rate. The entire concept of PPC (Pay Per Click) is passed on the number of times someone clicks on an advert.

Why CTR Matters On Google

1. Ad Ranking

CTR has a few other uses besides measuring the overall success of your digital strategies. CRT is also a determining factor in how your ad ranks on search engine results pages. Unfortunately merely signing up for a PPC campaign doesn't guarantee you the top spot on search engine results pages. The highest position goes to the advert with the highest ad rank. And your click-through rate plays a significant role in determining your ad ranking.
To achieve a high ad rank, you need to understand the CTR on your current ads and improve them as much as possible. If you have a poor CTR, your ads will get a low position on search engine results pages.

2. Quality Score

A "Quality Score" is used to determine the relevance of an advert about keywords, content, and website landing pages. The more relevant the advert and landing pages are to a user's search query, the more likely your advert is to receive a high-Quality Score.
A Quality Score is calculated by the search engine's measurement of expected click-through rate, advert relevance, and landing page experience. So a good CTR will help you to achieve a better Quality Score.

3. Website SERP Ranking

Everyone with an online presence wants their website to appear on the first page of Google's search results. But even if you are on the first page and aren't getting enough clicks, Google will have to relegate your website to a spot further down the list. A high CTR will help to secure your spot on SERPS. 

Alternatively, if your website appears on the second page on Google's search results, don't stress too much. By analyzing your CTR, you can adjust your SEO and marketing strategy to make the most of the adverts and keywords that are getting the most clicks. This can help you can earn a place on the first page.

4. Lower Pay Per Click Costs

Put, a high click-through rate can improve the return on investment (ROI) for your PPC campaign. This is because Google will lessen your cost per click depending on how high your CTR is for a specific keyword.

This means you won't have to pay as much each time a user clicks on your links. This will dramatically reduce the cost of your PPC campaign. And lower costs means more profits and a higher return on investment (ROI).

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