Today we're talking about Google Ads CTR, or click through rate. We're going to talk
about what it is. We're going to talk about what a good number should be and we're going
to talk about how to increase it if the number isn't exactly where you want it to be. Stay
tuned. Hi, I'm Mike Mancini, I'm a Google Ads agency
owner, a trainer, and an entrepreneur who's been working with Google Ads for more than
15 years. So this is kind of a redo of a video that
we did about a year ago, or an addition to, I should say. It's something that we got a
lot of really good questions on and we wanted to kind of show you some examples of real
world accounts and give you an idea of the kind of industries that they're in. We're
going to show you some accounts that we actually are managing for other clients and kind of
talk about the industries that you're in, what kind of numbers you should be seeing,
and how to improve those numbers if you're not seeing what you're going to see on our
screens. So let's dive in right now and take a look.
All right, so here we are looking at several of our client's campaigns. Now, one thing
I want to point out is these click through rates are really kind of all over the board.
You can see there're a couple of them here that are actually paused right now, so they
aren't running, but we've got everything from 3% to 12%, 4%, 10%, 6%, 6%,6%, 12%, 12.8%,
and on down the board. Now one thing I want you to remember is there's
a lot of different things going on in each of these different accounts. So for instance,
I happen to know that this account, the click through rate is much higher for the search
campaigns. However, it will always be much lower for display campaigns. There is search
and display campaigns going on inside this account here. So that will average out when
we look at this overall number. So you need to keep that in mind.
And just to give you an example of how display campaigns can mess with your click through
rate averages, here we are inside a campaign that's been running for quite a while, but
you can see these different ad groups, 10%, 9%, 13%, 23%, 18%, but then we get these ones
that are less than 1%. These were both display ad campaigns. Then we get back 23%, 18%, 13%,
6%, 8%, 3%. This was very underperforming here, but then we get to another display campaign,
0.43%. All of these are actually really good click through numbers, or the majority of
them are, but as an average it averages out to 5%. So that's one thing you need to keep
in mind when looking at it as an account average. You got to take these things into account.
In this particular campaign. Right now we aren't running any display ads. You can see
right now those are running at 12.5% click through rate, which is extremely high. But
in some of these other ones, 4.24%, 6.19%, 6.74%, most of them are just chugging right
along. So what are the best click through rates or
CTR that you have in your campaigns? Do us a favor and let us know in the comment section
below. Also let us know what industry you're in so other people can kind of look at that
and compare their numbers to yours. So across the industry we've seen everything
and we're talking large agencies and large PPC software companies that they say their
averages are 2%. The click through average might be 1.5%. So we see them kind of all
over the board, anywhere between 1.5% and probably 3.5% on average.
But what they don't talk about is is that at the beginning of the campaign is that overall
what does that entail? So we always say that we have two benchmarks that we like to see.
We like to see out of the gates hitting 3% to 4%. Then over time, usually within 90 days,
we want that up above 5% if at all possible. Once again, it always depends on the situation.
There are certain campaigns in certain industries and certain locations that that's going to
be really hard to hit. But the biggest goal is to always be improving
on your click through rates. The more people that you can get to click your ad, that's
more opportunities for you to sell your product or your service. So always be improving.
Now we also said we're going to show you some different things that you can do to improve
click through rates. Number one, what type of business are you advertising? Once again,
different industries are going to have different click through rates. Service businesses, if
somebody is looking for an emergency plumber because they a pipe break at midnight, that's
actually going to get a really high click through rate as long as you're writing your
ads well. Number two, what type of devices are you advertising
on? Depending on if you're on mobile, desktop or tablets, you aren't going to get different
click through rates for each one of those. So you need to be aware of that. Different
devices are going to have different click through rates. Now if you have 95% of your
conversions coming through mobile and your mobile click through rates are 10% you might
want to turn all of your traffic onto mobile or at least really decrease your bids on desktop
ads because your click through rates and your conversions are really driven on mobile.
Number three, how much competition is there? Depending on if you're in a large Metro area
or a small rural community, if you happen to, maybe you're advertising nationwide and
you have a a lot of competition. The more competition, the more ads. The more ads, the
more opportunity there is for other people to get those clicks. So that will have a factor.
To help eliminate that maybe you eliminate some of your really highly searched keywords
and really narrow it down to some of those longer tail keywords where there is less competition.
And this kind of ties into the next one. What is your ad saying? So that brings us into
number four. How relevant is your ad? If you have specific keywords that people are typing
into Google, you should have those keywords in the beginning of your headline of your
ad. The reason being is Google highlights them and makes them bold so you can see it
easier. It captures your eye when you're doing a search. Try it now.
So here we did a search for radon removal and as you can see, the keyword comes up at
the beginning of this ad, but it also highlights the keywords or versions of the keyword in
that particular ad and it catches your eye because it's got the keyword right here immediately
and it's got a number of instances of that keyword throughout the ad. It definitely catches
your eye more than the next one down. So make sure you group your keywords very
tight together because the more alike that those keywords are, the easier it is to write
an ad that encompasses those particular keywords. And last, this might be the most important
one. Is your landing page working like it's supposed to? Now, why does that have an impact
on your click through rates? Because if people are clicking your ads and getting to your
page, wherever you're sending them, your landing page, whatever it might be, and they're not
taking action, they're just immediately clicking that back button, Google is measuring that.
When that happens a lot, Google tends to place your ads further down the page, which means
that even though somebody has done a search and your ad might be on that page, it might
not be viewable because it's all the way down at the bottom. It's still considered an impression
even though nobody saw it. It's just further down the page. The further down that page
means more impressions you can get down there, but less people are going to click them and
that will affect your click through rates. Make sense?
So one thing I want you to take away from all of this is just make sure that no matter
what, you're always trying to improve those click through rates. Some of them may be slower,
some of them may be faster. But if you're always improving your click through rates,
that's more opportunity for you to get customers into your business.
So if you are not hitting the CTR or click through rate numbers that you want to hit
and you would like some help inside your campaigns, down below in the description area is a link
to our consulting packages where you can purchase a 30 or one hour window where we can go in
with you inside your campaigns, take a look at what's going on and give you some suggestions
on how to improve your campaigns. So do us a favor. If you liked the video,
hit the like button below and subscribe to the channel. And watch the other videos, some
of our more popular videos over to the right, Six Things I Wish I Knew When Starting a Google
Ads Campaign and How Much Do Google Ads Cost and Seven Ways to Lower it. Thanks for watching.