There are several tools and measurements to gauge whether or not your digital marketing campaigns are working, whether through advertisements or email distribution.
One of those key indicators is known as click-through rates.
In what follows, we’ll be discussing what click-through rates (CTR) is and how to improve it. Not only will measuring CTR allow you to understand what’s working, but it will tell a story on what’s not.
What is Click-Through Rate?
Simply put, the click-through rate is a percentage or ratio that depicts the number of people who not only viewed a specific advertisement or email but clicked on it to learn more. It’s calculated by dividing the number of those who clicked through by the number of times your advertisement was shown.
The following is the formal equation for click-through rate:
- CTR = Clicks/Impressions x 100
The primary purpose of measuring the click-through rate is to understand how well or poorly your ad is performing in comparison to your other advertisements, or in comparison to a benchmark number of sorts.
Obviously stated, a good click-through rate is an acknowledgement that your ad is successful; that those who are seeing it find it to be helpful, relevant, or engaging in some manner.
Conversely, a poor click-through rate suggests that your advertisement is ineffective in some way, whether because of a lack of relevant keywords, insufficient copy, irrelevant content, or low-quality media, among other reasons.
In short, click-through rates are a great way to gauge whether or not your ads are performing to your standard, and whether or not you need to make adjustments for improvement or continue with a particular ad strategy campaign for success.
Now, you may be wondering how to improve click-through rates. While this answer varies depending on your goals, objectives, and campaign strategies, below are some pillar indicators to consider.
How to Improve Click-Through Rates
A good click-through rate varies from industry to industry. In order to understand whether or not your click-through rate stacks up against the competition, some research may need to be involved in order to determine a benchmark.
Nevertheless, the key indicators remain the same when it comes to improving one’s click-through rate.
Below are the top 4 tips on improving your click-through rate:
- Use High-Performing, Low-Competition Keywords
- Optimize Ad Copy (i.e. CTA)
- Use High-Quality Media
Use High-Performing Keywords
Arguably the best way to improve click-through rates and organic impressions is by search engine optimization via keywords. It’s not as simple, however, as throwing keywords in wherever you see fit.
Instead, there are a few helpful and strategic tips when implementing a keyword strategy. Number one; don’t keyword stuff. By squeezing in as many keywords as you can in hopes of ranking, you’re only hurting yourself by doing so. Search engines immediately de-rank ads that keyword stuff.
Secondly, choose high-performing, low-competition keywords. Sure, it’s important to incorporate relevant high-competition keywords as well, however, utilizing low-competition keywords will increase your chances of ranking and capturing untouched audiences. Lastly, consider choosing long-tail keywords where you can. Not only do they tend to perform better but they also tend to attract more motivated consumers.
Optimize Ad Copy
There’s nothing worse than advertisements with poor ad copy. Not only are they a massive turnoff to consumers, but they’re also highly ineffective when it comes to ranking.
Instead, prioritize ad copy. Not only does this require proper grammar and sentence structure, but you also want your ad copy to be engaging, captivating, and compelling. Otherwise, your ads are unlikely to convert. Consider adding a call-to-action and a pricing highlight for higher click-through rates.
Ad copy doesn’t only entail the description either. Instead, it includes the title or subject, the description, the ALT text, and the meta description.
Use High-Quality Media
Using low-grade, low-pixel, grainy images and videos is a big no-no when it comes to ads. It’s truly as simple as ensuring that the ad you’re putting out to the public is of the quality and standard that you would look for in an ad.
No one wants to click on a poorly produced ad…
Consider A/B Testing Your Campaigns
Lastly, while click-through rates are an incredible measurement to use for gauging what’s working and what’s not when it comes to your ad’s success or lack thereof, there’s a better way to gauge what’s working and what’s not.
The best part? You don’t have to wait for your click-through statistics to calculate. The strategy? A/B test your content! A/B testing requires you to launch two ads at once to see which one performs better. Obviously stated, once you get enough data back, you move forward with the ad that performed the best.
Having a high Click-Through-Rate is very crucial for the overall performance of your ads. With Smart Audience and Ad Design tools, WASK helps you find the right audience for your business and design ads that attracts attention of your potential customers, which in turn increases your CTR. Also, creating A/B tests on WASK’s interface to see which audience or images work for you allows you to better able to measure their performance. Sign up to WASK today to make informed decisions on your digital marketing practices for better results.