- Hi, this is Mike Mancini with PPC Video Training.com.
Today we are going to be talking about
what is a good click-through rate or CTR
for your Google AdWords or pay-per-click account.
Now here's a number of accounts that we're managing
and as you can see,
the click-through rates are a little bit all over the board,
but what you don't see is what each account
has included in it.
So we see 3.13%, 8.6% which is good,
this accounts actually not running,
2.98, 7.09, 2.89.
Now people will have a different idea
of what a good click-through rate is.
For example, here's an article on WordStream
and I'll actually put the link to it below the video.
But this one, it talks about the average click-through rate
in AdWords across all industries
is 3.17% on the search network
and .46 on the display.
Now, why is it higher on the search network?
It's higher on the search network,
because are typically looking for what you have to offer,
they're going to Google and they're typing in
what they're searching for.
Now on the display network, it's typically lower,
because people are,
maybe they're on a news site
and they see a display ad over on the right-hand side,
that's your company,
and you're kind of hoping
that they're going to trip over your ad.
Sometimes it might be used for specials
or branding or retargeting,
but those are considered the display network.
If we scroll up a little bit here,
based on WordStream's client data,
they've determined that the average click-through rate
across all industries
in Google AdWords is about 1.9%
on the search network
and .35% on the display.
So you can see how much the numbers vary,
just between Google's network
and WordStream's client data.
Now this is not a number that you should live and die by.
This is just one company's perspective.
But WordStream is in the PPC industry
and they obviously do have a lot of data.
Now another one, PPC Hero,
we'll put the link to them below this as well,
they talk in this article
that 2% is probably a decent click-through rate.
When we're talking about search advertising though,
there are a number of other factors,
and those factors can be:
Number one, what type of business are you advertising?
What type of devices are you advertising on?
Are you advertising on desktop,
are you advertising on mobile or tablet,
that can have an effect.
How much competition are you advertising against?
That will have an effect as well.
Going back to to the basics on AdWords,
how relevant is your ad?
When someone does a search query
are they finding your keywords in the ad,
is the ad displayed relevant to what they're looking for?
And then when they get to the landing page
are they seeing what they should be seeing?
Because if they're not finding what they're looking for
and they're having a bad experience on that page,
Google will typically knock their average position down,
which means their ad will be further down on the page,
less people are likely to see it.
That will effect the click-through rate as well.
Now, in our agency we like to see at least 3%.
But once again, you don't always know what's going on,
just by looking at the overall account.
So if you take a look at this account right here,
you can see we have an overall account CTR of 2.89%,
which normally I would actually,
probably consider underperforming a bit,
however, this is an overall account CTR.
Here we are inside the account
and you'll also see we have a retargeting
or a display ad going
and you can see that that's at .27%,
but throughout the rest of the account,
10.13, 12.98, 9.29,
these are all outstanding click-through rates.
What's happening on the overall scores
are being drug down by the retargeting campaign itself.
So, don't always go by the overall click-through rate,
get in there and see what's going on inside the account.
But based on the previous articles
and our more than 10 years of AdWords experience,
we like to shoot for 3% or above,
however, in some campaigns
it's a little bit more difficult than others,
but that is our benchmark.
On the PPC article, they talk about 2%,
on the WordStream article they talk about,
between 1.9 and 3.17,
but that gives you an idea of what to look for.
But the biggest thing is, no matter what your CTR is,
the goal is to always be improving it.
When we look at this account
where we've got 10% CTR, 12, 13,
these vary, I've seen them as high as 16 & 17
on any given month, with that said,
they did not start there.
I know this particular account started
at about 1 1/2% the first month that we turned it on.
So, you always need to be working towards
increasing your click-through rate
and typically,
as long as your funnel is converting correctly,
the higher the click-through rate
means more clicks means more conversions.
Hope that helps, see you next time!
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