A digital marketing agency is familiar with CTR as its one of ways to measure how effective is their pay-per-click (PPC) marketing strategy. Whether or not a site utilizes PPC with the help of Google Adwords is out of the question. Understanding the difference between individual CTR and the average CTR of the website helps marketers and site optimizers to do their job.

Utilizing Average CTR for Data-Driven Decision Making

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The average CTR is crucial in finding if a digital marketing campaign works. It’s the most important metric to monitor in regards to PPC advertising. It on contributes to a keyword’s expected CTR which is a component of AdRank. Each ad and keyword has their CTR in GA. The data will help you analyze its relevance to the what you advertise and which networks.

The average CTR is an indicator of performance. A high CTR shows that the link or ad pays off as it draws traffic to your site. Meanwhile, a low CTR may be the result of ineffective content, targeting the wrong audience, reaching an indifferent demographics, and using the wrong keywords. Still, other factors influence a site’s average CTR that is out of one’s control. Industry, ad format, ad position, and channel are some of the factors or benchmarks that can raise or flunk the CTR.

CTR Benchmark and its Effect on the Data

Based on the updated benchmarks per industry from Wordstream, the field for search network and display network became competitive as the average CTR for all industries on both networks decreased its percentage. Still, the CTR for ads on the search network remains greater than Google Display Network.

The reason behind these data stems from user behavior. Those on the search network are actively eyeing for content related to keywords, so the links and pages get high CTR. Meanwhile, the ads on the display network allow users to skip past the ads. Thus, they become passive and revert their attention to click on the ads or links. Some users also find ads annoying as it disrupts their overall viewing experience.

Display ad format and its position on the search engine results page (SERP) are also CTR benchmarks. The position of the ad or link in the results page can result in a high or low CTR. For instance, belonging to an industry with a high CTR doesn’t guarantee the same result. The site ends up with a lower CTR if it does not rank in the SERP. If the keyword is in high rank or top one, the site can have a higher CTR even if the industry average is low.

Last but not the least, channels significantly influence CTR. Users from different platforms vary in behavior. Those coming from Facebook comes into the site for a different reason to those from Google search. Looking into which channel a page gains the highest CTR is a way to utilize the “last-click wins” approach. That way, the site makes the CTR SEO factor to conversion.

CTR as Part of SEO

Sample CTR data of GreatBikers.com

These are guiding principles to utilize the CTR as an essential SEO and PPC metric. Impressions form a great part of the CTR, but it won’t be complete without the clicks. Engaging users is the key to earning a high CTR. Take note that CTR and SERP ranking are inversely correlated. At the same time, some users prefer to use different channels.

As a webmaster or digital marketer, it’s essential to determine a baseline CTR and goal. Doubling SEO efforts to be or stay on page one of SERP can become the first task. Analyzing data is also crucial to become skilled in tracking the CTR by a selected period. CTR is one of the several data to get from GA for applying data-driven decisions.

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Search advertising explained

In digital marketing, search advertising refers to the method of placing ads on search engine results page (SERP). Search ads usually appear at the top, beside and below the organic search results. Search advertising is possible through the advertising services offered by the search engine. A common example is Google AdWords. See below.

Search ads are highly targeted wherein Google displays the ads to match the search terms entered. Consumers can use Google, for instance, in identifying and comparing purchasing options before deciding to buy. As such, Google presents online marketers an opportunity to display ads that are tailored to the immediate buying interest of the consumer. Such targeting capabilities make search advertising more attractive for online marketers.

The study in a nutshell

As Google puts it, search advertisements are for direct response. After the study, Google confirmed that search advertising impacts brand perception and awareness. In fact, those brands that appear on displays become the top-of-mind brands among the users by 6.6 percentage points on average.

Google tested the impact on branding on different categories from automotive to retail. In the consumer packaged goods category, the percentage points are even higher (11.1 percentage points).

The meta-analysis involved 61 studies across 21 verticals, and 800 qualified consumers. Participants are shown a Test and a Control SERP with the test brand at the top position of the ad displays.

What does this mean for brand managers?

Simple. Don’t forget that users searching for a particular brand, product or service are already on a highly receptive mindset. If your brand appears at point of search, there is a strong likelihood that this user will remember your brand name. So, the more you will expose users to your brand, the more they will recall your brand.

Search listings above the fold receive most of the attention based on eye tracking studies. Good thing search ads are visually presented, so that you would know which are ads and which are organic results.

Possibly, strive to be at the ad displays above the fold. Unfortunately, brands has no control over where they will appear in the SERP (above, on the side or below). The reason for stronger recall is seeing the brand at least twice in one viewing: one on the ad display and another on the organic search. That is, if the website appears on the top 10. Nonetheless, they will still see your brand even if it doesn’t appear on the organic search.

Brand awareness increases by up to 30% when the brand appears on both ad displays and organic search compared to when the brand only appears in organic search (10%). Unless your brand is satisfied with the 10% increase in brand awareness increase, there is no need for search advertising. However, if you think your brand will benefit more with 30% increase (which it surely will) then consider doing search advertising.

With over 3 billion searches occurring on a daily basis, it is high time that you take into consideration further increasing brand awareness by appearing on ad displays. Simply, search advertising must now be included in your marketing portfolio. Integrating search advertising could be one of the most strategic decisions you will ever do for your digital marketing initiatives!

The post Search Advertising and Branding: What You Need to Know appeared first on Internet Marketing Reach.

Essentially, the ever-growing mobile environment can no longer be ignored. Such an environment gives birth to other worth-exploring sub-environments such as mobile PPC. There are still many areas that an online marketing agency must explore.

Nonetheless, brand owners should also familiarize themselves with the process to determine whether to jump into the mobile PPC bandwagon or wait for a few months before finally deciding.

Read on before you decide.

The  mobile users

In understanding the overall context of mobile usage, it is vital to understand the behaviors that drive mobile users. That is, one must have a good grasp of how people searches and what they are searching for using their mobile phones.

1) Information researchers

Majority of the people use their mobile phones to look for information. Examples of the most commonly searched information are directions, name of establishments, opening hours of the establishment and contact details of the business.

2) Product buyers

Plenty of users also buy using their mobile devices. Bing noted that the majority of the users who buy through these devices are impulsive buyers. An example of items that convert pretty well on mobile is housewares.

3) Multi-screen viewers

More and more users are also into multi-screening. These people use their mobile phones in researching for information perhaps while watching TV. In most cases, they research about a product that they’ve seen on the television.

4) Searchers then buyers

Consumers who initiate a search using their mobile phones or tablets often completed the transaction through a PC or laptop. In May 2013, Google reported that about 77% people searched for a particular product or service on mobile, but converted through another channel. Approximately 40% made a purchase through a PC and 38% purchase the item offline.

The growth of the mobile environment

Evidently, mobile usage is in full upswing up to this very minute. Even Google predicted that, at the end of this year, the mantra will be mobile-first. There is also a study that estimated that mobile will account for 50% of Google’s paid search clicks by the end of 2015.

In 2013, the mobile click share in January was 21.8%, but by December, it was 34.2%. This makes mobile accounted for 1/3 of the paid clicks on that year.

An0ther study also solidified the importance of mobile in paid advertising. It claims that in March 2013, 73% of all mobile searches triggered follow-up actions. About 28% of these searches also resulted in conversions.

Reasonably, we can expect the growth of conversions through mobile PPC. Those brands and agencies who will fail to capture its essence and benefits will lose out big time!

The mobile PCC strategies

Mobile ad copy

When creating an ad in AdWords, consider opting into mobile. Mobile preferred ads are not needed so Google can display the ad on mobile devices. Since the ad is opted into mobile, the ad will be optimized for multi-screens.

This is more so when you make wording mobile-specific. So, include the word ‘mobile’ if possible. Simply, the technique taps into the expectation of the users that this particular ad gives users a good mobile experience. Did you know that ads mentioning the word ‘mobile’ receives twice as many clicks as those that don’t include the word?

Further, emphasize immediacy. Aside from the word ‘mobile,’ you can also include ‘Buy NO,’ ‘Ships TODAY,’ ‘24/7 SUPPORT’, etc.

Mobile ad extensions

Ad extensions also contribute greatly when targeting the mobile audience. The most important ad extensions are:

• Site link. Highlight ‘Call Us’ as well as the driving directions. AdWords allows designating the extension as mobile.
• Location extension. Show the opening and closing hours.
• Call extension. Put the contact details. However, make sure that there is someone to answer the phone. AdWords allows scheduling so call extensions can only be shown during office hours.

With the growing importance of mobile for modern businesses and customers, it is crucial to do mobile better and do better mobile! The goal is to do mobile and drive traffic to the store or to call. It is either you take the plunge or be left behind.

Image credits: SearchLaboratory.com | Wordstream.com | HireaMarketer.co.uk

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