Metrics to Watch: CTR
WHAT IS IT?
CTR stands for Click-Through Rate. Basically, it’s the percentage of people who click through your ads to the desired location – your website, a landing page, etc. For example, CTR for one of our ads would measure how many people clicked through to our blog content out of every 100 who saw the ad. As far as ad performance goes, the higher your CTR, the better.
WHY IS CTR IMPORTANT?
CTR is a great measure to watch to test the effectiveness of your digital ads. By paying attention to it, you’ll know how often your ads catch viewers’ eyes – and hold their attention long enough to want to see more.
WHAT YOU NEED TO KNOW
Before you focus all your attention on your CTR, think about your brand’s priorities and the purpose of your ad campaigns. CTR is not a measure of how many new sales you’re getting, etc. It measures how well your ads are doing – how often they capture the attention of your viewers and entice them to click through to your content and/or website.
If you want someone to read a blog you’re advertising, or check out your website, then it’s very important to pay attention to CTR. But if your main goal is to sell a pair of shoes, CTR won’t be as important as what actually happens on your site itself. In that case, you’ll want to focus more on other parts of the system – like conversion rate.
However, even if your brand isn’t super concerned about website traffic, CTR is a great metric to pay attention to to see how just one part of the system is working. Paying attention to your ads’ click-through rate will alert you to where your ads are doing well or doing poorly – and will let you know see where your ad strategy is doing well and where it could use some tweaking. For example, if you have a high CTR but a low conversion rate, that means your ads are attracting viewers, but they lose interest once they’re on your website – which means you may want to experiment with the buying process on the site, but not necessarily change the ads.
Was this helpful? Have questions? If you’d like to know more, or to find out how we can help with digital ad campaigns, send us an email at email@example.com.
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As CMG’s Crafter of Strategic Communication, Amy Libka combines strategy and creativity to help clients communicate as effectively as possible. She is passionate about clear, effective communication, and enjoys crafting messages that help individuals and groups achieve their goals. She specializes in creating content and managing digital advertising campaigns for a diverse group of clients.