Quality Score is most important at the keyword level, as it’s the perfect measuring method.
it can show whether your copy is relevant, how stoked prospects are about your landing page, and the rate at which viewers click your ads. If all three factors are trending in the right direction you’re rewarded with lower CPCs and paid search success.
Unfortunately, landing page optimization is a slog, ad rotation is unending, and expected CTR takes FOREVER to improve. When it comes to immediate optimization you’re caught between a rock and a hard place… Unless you shift your focus to Click-Through Rate.
Why is CTR so important to AdWords Success? Because CTR represents the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). The formula looks something like this: (Total Clicks on Ad) / (Total Impressions) = Click Through Rate
If someone clicks on one of your search ads, they’re a single step removed from completing a desired action. The desired action is completing the AdWords Performance Grader. “Action” could be a purchase, a phone call, a form fill: whatever represents value within the context of your business and a given AdWords campaign.
Provided your ad and landing page align with a given keyword and its searcher’s underlying intent, you’ll see an increase in Quality Score and a decrease in CPC. For this reason, achieving a high click-through rate is essential to your PPC success.
Now, “high” is relative. Per our research, the average Search Network CTR in AdWords is 1.91%. But, as a rule of thumb, a good AdWords click-through rate is 4-5%+. If the intent of a search query is met and satisfied by both ad copy and landing page, you’ve got a great chance of procuring a sale or lead. On the flip side of that coin, if you notice a keyword with a high CTR but you’re not seeing conversions, you’ve got a problem.
Identifying High-Quality High-CTR Keywords in AdWords Account It’s easy to do with custom filters. Once you’ve pulled up the custom columns interface. If you need to add or remove other pertinent pieces of information, feel free. Once your columns are ordered appropriately, apply them to your active UI by pressing the blue “Apply” button. Now it’s time to build your high-value, high-CTR filter.
• CTR greater than account average is one of the two most important fields to include in your filter. To determine your account’s average CTR, simply check out the dark grey row at the top of your view.
• Conversion rate greater than account average will help you separate the keywords that are already killing it from the ones that need work. Terms with high CTR and low Conversion Rate are money pits. Once you’ve uncovered your top-performers, invert this field and use a variation on the same filter to find your most costly pain points.
• Cost / conversion less than your target CPA – This is tied to the Conversion Rate parameter and isn’t explicitly necessary with a smaller account. If you’re bidding on hundreds of keywords, though (and you have a target CPA in mind for your conversion goal), this can help the cream rise to the top.
• Impressions is necessary to filter out blips. If a keyword has a 100% CTR and Conversion Rate but has only seen two impressions, it’s probably statistically insignificant.
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