In this article we will talk about CTR.
Aksi Marsovich
Intergalactic expert
7. CTR - click-through rate
The click-through rate of an ad is the ratio of the number of accurate mobile phone number list clicks to the number of impressions.
Since the possibilities of displaying ads are limited (7 days a week, 24 hours a day, limitations of ad units), Yandex and Google evaluate the effectiveness of advertising not by clicks, but by impressions: how much you can earn from 1000 impressions of an ad. This is called CPM (cost per mille). That is why clickability is so important.
Advertising systems reward advertisers who create quality campaigns that meet the interests of the audience and have a high CTR. Increasing clickability leads to a decrease in the cost per click and vice versa.
It is important to remember that CTR is not the main indicator of the effectiveness of contextual advertising; conversion and profitability should be assessed first. But by increasing clickability, you can reduce costs and thus influence the return on investment.
Advice: evaluate CTR separately for different phrases. And when you look at the average CTR for a campaign, be sure to separate impressions in special placement from the guarantee. Also, the Yandex. Direct Report Wizard has a "Weighted CTR" indicator, which will allow you to evaluate clickability relative to the positions where the ad was shown.
The CTR of media campaigns does not affect the search CTR and vice versa. Also, the CTR of an additional relevant phrase in Yandex.Direct does not affect the clickability of a keyword.
The routine work of a contextual advertising specialist is to constantly conduct experiments to find advertisements that will give the best results.
8. Ad relevance
We are talking about the relevance of the advertisement to the search queries of users. The main thing is that the user should see the answer to his query in your advertisement. In order to achieve high relevance, the advertisement should contain words from the key phrase. The first title has the greatest influence, so it is recommended to add the entire key phrase to it.
This way, you can reduce the predicted cost per click for the same phrase by making the most relevant ad possible.
The predicted cost per click is reduced because the system predicts a higher CTR for ads that correctly respond to user queries. If you group several keywords, they should have one common part that you can insert into the ad title. In such cases, you can also use dynamic keyword substitution in the title.