Ad position and CTR effect conversion rate: –
- Use keyword ranking and click-through rate data to improve the performance of paid search campaigns.
- Many brands find their ads topped on Google and have a great conversion rate.
- However, this can become a challenge for brands.
- Understanding the impact of these two metrics and how to think about these metrics when optimizing can improve the overall health of paid search campaigns.
Vanity vs. Performance:
- Perform periodic search queries to see if brand or client ads are topped.
- Glad to know it was number one.
- The brand’s statement does not deny the notion that everything is right with the world when it takes a poll position.
- Being in the first place can come at a high cost per conversion.
- There is an ongoing struggle to provide both capacity and volume.
- This case study examines this particular issue.
- The relationship of each conversion price between different scales, such as the absolute top impression share and the click-through rate (CTR).
- The findings are probably not surprising, but looking at the data often makes to think differently about the account.
Absolutely Top Impression Share vs. Price per Exchange:
- When Google decides to remove the average position, it is a firm move to focus on results versus vanity.
- The metric they provided to occupy its place was absolute top impression share and top impression share.
- The hypothesis is that often if brands are in the true number one position, those conversions will cost them more.
- Effective conversion between efficiency and volume.
- The data show a 60% increase in the cost of conversion from advertising to <10% absolute top impression share, namely> 80%.
- There are definitely outliers. But the trendline tells the story.
Each exchange price and click-through rate:
- As the CTR increased by a higher margin the price per exchange decreased.
- So having a better CTR gives a better price for each conversion.
- Keywords with a higher CTR resonate better with customers and therefore have a higher conversion rate / lower cost per conversion.
- Branded terms usually have the highest exchange rates and CTR.
Focus on the relevance of 3 ways to use this data to improve paid search campaigns:
Relevance of Google Rewards:
- It comes in the form of high-quality scores with keywords that match the ad copy, which also applies to landing pages.
- If someone can create more stringent keyword groups based on themes, that’s great.
- The best lens customer experience to view it.
- Think about what the customer is looking for.
- This leads to experience and reward-related to better performance.
Understand capacity and volume:
- It is a constant exchange that takes place all the time in business.
- Brands are related to the price of a product, but we often do not see it in marketing.
- Take a bunch of keywords that work well and see how far one can push them.
- Run the test to increase bids by 25-50%, increase budgets and see what happens.
- The best thing about a paid search is the real-time feedback to get with the data to help to make informed decisions.
- Use it to the advantage.
ABT: Always test:
- This is a combination of the two previous recommendations but keep testing.
- Algorithms, competitors and customers are constantly changing.
- Ongoing ad copy testing is an element, but it should not go off the hook more extensively.
- Create a test and learn the strategy.
- Work methodically through it.
- Have a hypothesis and prove or disprove it by testing. Rinse, repeat.