A good CTR can often be the difference between having a successful online business or just scraping by a living online. So what is a good CTR?
One of most important things one needs to understand when asking this question is the fact that Google separates their networks into the Google Search Network and Google Content Network, and CTR will vary greatly depending on which network is being referred to.
The Search network is when people search directly on Google.com. They enter a search, type in a keyword, and click on the ads that come up. Here the CTR goes from 20+ %, which is when your ad appears at the very top of the search results (right at the top of the organic search results), to all the way down to less then 1% or possibly down to 0.5% if your ad shows up in the number 10 position or lower.
Having a good ad position for a given search result is quite obviously the most important factor when trying to achieve a good CTR. In most cases, a high position is also more important than good ad copy.
Now, when looking at the Content Network, CTRs take on a completely different meaning. CTRs achieved on Google’s partner sites in the Content Network are many times lower than similar the figures you will see on the Search Network. Figures of 0.05% would be catastrophic on the Search Network, however, this is not too bad for a Content Network result.
The numbers can be miniscule, however, the traffic being generated is many times larger. So, just because the CTR figures are much lower in the Content network doesn’t mean that you can’t achieve excellent results.
But you shouldn’t just assume that a low CTR is OK. Always try to keep your CTR over 1% or you could incur the wrath of Google and get Google-slapped! This is the undesirable way Google penalises poor performing ads that are not attracting enough clicks. Google progressively increases the CPC until the person running the ad either improves the CTR or gets fed up with the increasing expense and eventually gives up.
By keeping your ads in the top search positions, your CTRs will invariably remain in the high single to double digits - and Google will reward your hard work by gradually reducing your minimum CPC - which is always a good thing.
Learn more about CTRs. Stop by Andrew Egorov’s site where you can also find out all about avoiding the Google slap and why it’s best that you do.