Tag Archives: CTR

Chat rate is the new CTR for AdWords message extensions

Google is rolling out message reporting metrics in the next few weeks for the US, the UK, Canada and other countries.

The post Chat rate is the new CTR for AdWords message extensions appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

CTRbydistance-1024x584.jpg

How creating relevant experiences can boost your clicks on local search ads

We all know by now that mobile has had a tremendous impact on our lives as consumers and as marketers.

What we are still getting our collective heads around is what this change means for us as marketers.

Consumers have different expectations of the information they want when they search for “running shoes” at 9am from their desktop at work, versus “running shoes” at 6pm on their iPhone two miles away from a store. We as marketers needs to consider these expectations and deliver uniquely for them.

I wanted to take a look at some of the data across various AdWords accounts and understand how search campaigns are performing by desktop and mobile and different distances from the physical store location the search is coming from.

The insights align with what you might expect, but probably don’t align with how you are managing your campaigns – yet.

How distance impacts CTR, CPC and click percentage in local search advertising

Let’s first start with click-through rate (CTR) by distance. This metric might be the biggest variance and potentially most obvious when you stop and think about it. It stands to reason that CTR would be higher the closer a consumer is to the physical location.

However, what I didn’t expect was how much higher and how much larger the variance is for mobile compared with desktop. Our data shows that within one mile of a store, mobile CTRs are 2.5 times higher than desktop CTRs. The implications of this are logical, but really indicate a desire to go in-store. Once you get outside the first mile, the CTRs drop to be just one percentage point higher than desktop.

Next, let’s take a look at cost per click (CPC) by device.

Here we see a very interesting trend that aligns with the concept behind quality score. We see that CPCs are their lowest for mobile within one mile of a store. After understanding that the CTRs were 2.5 times higher on mobile versus desktop, one can assume that the relevancy rate is helping to earn these lower CPCs.

The trend here is the opposite based on device. CPCs are going up for mobile each distance further from the location vs. desktop which is seeing a steady decrease the further away. I think the desktop reduction speaks to the geo-targeting that occurs and reduces competition since fewer brands would enter the auction.

How creating relevant experiences can boost your clicks on local search ads

Lastly, I thought that the trends surrounding percentage of clicks by device and distance were very interesting.

Although cumulative, the amount of traffic that Google is able to gather less than one mile from a physical location is still much smaller than the traffic more than 15 miles away. So it make sense that there is still a larger percentage for mobile devices versus desktop at a close range, given the relevancy factor for those consumers as well as the advertisers themselves.

How creating relevant experiences can boost your clicks on local search ads

Relevancy: The name of the game

Ultimately, that is what I think this game is all about – relevancy. Here are three tips that you can take away from these findings, and use to create more relevant marketing for your consumers.

Relevant experiences

We know as consumers ourselves that we expect relevant experiences. We expect the opening hours of the store to be correct, we expect landing pages on mobile to be mobile responsive, and so on.

As advertisers, given the tools that we have available including customer match (now available with phone number and address as well), and various extensions, we have a lot more opportunities to increase relevancy for consumers.

This data just validates those relevancy expectations. Now it is on us as marketers to ensure we take advantage of these tools to give customers what they want, when they want it, and how they want it.

Understand your customers’ interactions with your business

What does this data look like for your business? What are the specific insights for you? Should you be bidding higher for consumers closer to your location?

Should your landing page focus on calls to action bringing consumers in-store, if that search is during store hours and they are less than one mile from your location? What is your specific data saying?

What CRM data can be used to augment this data?

The more you know about your customer base, the more you can use that information to create a better experience and a more loyal customer. How are you using your CRM data to understand where specific consumers interact, target them or cross-sell?

There are so many pieces of data that can be cut up to give an advantage to your search program. What needs to be a focus for many is to better understand how that data relates to your customers’ expectations and not yours.

For example, many paid search managers want a conversion to occur online, so the measurement and ROI story can be as strong as possible. However, the downside to that is it serves your own interests and potentially not the customer’s.

I think this data is a great indicator of how to tie consumer behavior to experience, and I firmly believe that the more we can do this as an industry, the better off we’ll be.

7113012.gif

5 Advanced Ways to Increase Your AdWords CTR by @DustyVegas

Give your click-through rates a boost. Use these five advanced tactics for more clicks, traffic – and greater PPC results.

The post 5 Advanced Ways to Increase Your AdWords CTR by @DustyVegas appeared first on Search Engine Journal.

2017 growth hacks: Increase CTR by monitoring competitive offers

Are you showcasing your offers in your paid search and shopping ads? Columnist Lori Weiman explains why she believes this is a huge area of opportunity for paid search marketers.

The post 2017 growth hacks: Increase CTR by monitoring competitive offers appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

Alert! Abnormal organic CTR detected. Automatic detection of poorly performing meta data

Wondering where to start with increasing your organic click-through rates? Columnist Paul Shapiro shares his process for identifying low-performing organic listings so that you can start testing.

The post Alert! Abnormal organic CTR detected. Automatic detection of poorly performing meta data…



Please visit Search Engine Land for the full article.

6559197.gif

7 Ad Copy Tests That Will Improve Your PPC Performance by @jonleeclark

These ad copy tests will help your ads suck less by increasing CTR, improving quality score, and growing conversions.

The post 7 Ad Copy Tests That Will Improve Your PPC Performance by @jonleeclark appeared first on Search Engine Journal.

SearchCap: Google Search Analytics for jobs, Google AdWords CTR analysis & retargeting tips

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google Search Analytics for jobs, Google AdWords CTR analysis & retargeting tips appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

Study of 4 million Google searches charts the CTR payoff that came from eliminating right-side ads

Click-through rates for ads at the top of desktop results have increased significantly in the year since Google got rid of text ads in the right rail, a new study shows.

The post Study of 4 million Google searches charts the CTR payoff that came from eliminating right-side ads appeared first on…



Please visit Search Engine Land for the full article.

Another study shows how featured snippets steal significant traffic from the top organic result

When a featured snippet is present, CTR for the first organic result falls below 20 percent.

The post Another study shows how featured snippets steal significant traffic from the top organic result appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

2ahwqvk.png

How will Google’s new ‘Ad’ label impact marketers?

Google started testing a new ‘Ad’ label in January this year, and late last week it was confirmed that this will now be rolled out globally.

This white label with green text and a green outline will replace the green label that was launched in June 2016.

The instant reaction to this is that the new labels fit in quite seamlessly with the rest of the paid placement, perhaps creating less of a contrast between them and their organic counterparts.

So why has Google made the change now, what impact will it have have, and will users even notice the change?

The official line on this update is that Google wants to streamline the number of colors on its results pages, particularly on mobile devices. A Google spokesperson revealed:

“After experimenting with a new search ad label with a green outline, we’ve decided to roll it out. The new ad label is more legible and continues to make our results page easier to read for our users with clear indication of our ad labeling.”

How will Google’s new ‘Ad’ label impact marketers?

Additionally, they claimed that “the color change had no bearing on consumers’ ability to distinguish ads from organic listings on the page.”

So why make the change at all?

First of all, these changes never occur in a vacuum. This is just an indication of a wider trend and should be viewed in the context of the removal of right-hand side ads, expanded text ads, and the consistent drive towards a ‘mobile-first’ approach.

Add in the growth of ad blockers, intensifying competition in the search industry (with both Facebook and Pinterest upping their efforts), and the constant pressure on Google to grow its revenues, and the reasons for moving to a less noticeable ‘Ad’ label become apparent.

We should also beware the source of this information. Google may say it has had no impact in testing, but that seems a convenient line for a company that is close to obsessive in its desire to attract more paid clicks through attention to the minutiae.

Google is famed – sometimes ridiculed – for this constant tinkering, but it does work.

Their highly-publicized ‘50 shades of blue’ experiment was seen by some as a step too far, but Marissa Meyer made sure to state that it drove an extra $200m in ad revenue. Even at a company of Google’s size, those figures talk.

How will Google’s new ‘Ad’ label impact marketers?

It is also worth remembering where we have come from with these ‘Ad’ labels. People can have short memories – a fact that such frequent adjustments take advantage of – and this latest change makes sense when viewed at a higher level.

Google’s ‘Ad’ labels have gone from garishly overbearing to their latest camouflage iteration in the course of just two years:

How will Google’s new ‘Ad’ label impact marketers?

The change from yellow to green in mid-2016 was reported to have a positive impact for paid search CTR, and few will doubt that last week’s move was led by exactly the same motive.

But is this just a myopic attempt to gain clicks (and the accompanying revenue) in the short term? Or is there more at play here?

For many in the organic search industry, this will just be another step in the inexorable march towards paid search domination of results pages.

How will Google’s new ‘Ad’ label impact marketers?

One assumption at the heart of Google’s latest update is that users simply want to get to the result that answers their query, whether a brand has paid for their click or not. Giving more space to paid placements and a never-ending stream of new products to make these ads more attractive undoubtedly gives prominence to sponsored listings.

But, the counter-argument goes, people prefer organic listings. They know an ad when they see it and will go out of their way to avoid it.

Perhaps.

However, one of the reasons this has held sway in the past is that paid search landing pages have at times been of lower quality or of lesser relevance to the query than organic listings. Brands are willing to pay their way to the top, while that right has to be earned in SEO. The quality of the search results in each camp reflected this.

Which brings us to the growing impact of content marketing and user experience signals in SEO. These factors are essential for any successful SEO strategy and they touch all aspects of a brand’s digital footprint – including paid search.

All that effort site owners have put into creating ‘great content’ to improve their SEO rankings plays directly into the hands of AdWords. If Google can convince brands that the best way to get this new content in front of people is to pay for that right, they will do so. The same great content ends up in front of consumers, so everyone wins. Brands still get the traffic (at a higher price), users get the result they want, and Google makes more money.

Someone has to lose, though, and SEO traffic seems most likely to assume this position.

How will Google’s new ‘Ad’ label impact marketers?

A diminished SEO landscape would be to the detriment of user experience, though, and no monopoly (even one as seemingly immovable as Google) has a divine right to market ownership. Higher CTR for paid listings will have to go hand-in-hand with a better user experience if this pitfall is to be avoided. If the quality of results starts to dip, alternative search engines do exist.

Another argument is that perhaps the role of paid search is starting to change. The AdWords business model is beautifully crafted for a direct response strategy, but it has its limits when it comes to brand marketing. As brand budgets start to move into the digital space, it would make sense to have a less obvious ‘Ad’ label if Google wants to encourage advertisers to spend this budget on AdWords.

As always, there is much room for speculation, even if the central thrust behind this move seems to be an intended increase in paid search revenues.

One thing is for sure, though: we will be keeping a very close eye on CTR for both paid and organic listings over the upcoming days and weeks to see how this plays out.