Google Adwords
What is a good click-through rate?
A good CTR is one that makes your keyphrase profitable. On average, Adwords accounts will have a CTR around 2.0%. E-commerce sites might have an average around 6%. Accounts where a company only bids on terms related to their trademark might have a CTR around 15%.
CTR is not a good metric to use to determine the success of your account. It depends on the focus of your site, the average position of your ads, the types of keyphrases being bid on, and how often spam impressions are created (for checking ranks, or activities like this).
It’s good to try to improve CTR in certain cases, but the question “what is a good click-through rate, is not a good question.” It’s better to ask, “How can I make my ad better.” Top
Why aren’t my ads showing?
Two major reasons why ads don’t show in Adwords are because the campaign budget isn’t set to (or above) Google’s recommended level and the ad isn’t performing well for a phrase that might otherwise match a term that is being bid on.
In the first case, ads are only shown periodically throughout the day. There are actually many reasons why an ad might not be showing. Use Adwords’ ads diagnostic tool if you think your ad isn’t showing for a different reason. Top
Yahoo Search Marketing
Can I bid on competitor’s trademarks?
You are no longer supposed to be able to bid on competitor’s trademarks in Yahoo Search Marketing. If the trademark looks like a generic search, however, you might get away with it. Top
General Pay-Per-Click
What is a good budget?
Setting a pay per click budget involves guess and test. To start, guess low – an amount you are comfortable with that you don’t mind losing (at least partially). When you start your account, set up conversion tracking so that you can identify leads coming through the pay per click program or use an analytics program. Google offers free analytics that is available to everyone.
This involves installing a little bit of code on each page of your site. Assign a value to a conversion and figure out your break-even point. After your account acquires a good amount of clicks, find out how much you are spending on average to get a conversion and compare it to the average value of a conversion.
If your cost per conversion is greater than your break-even point, decrease your budget (or shift spending to better converting phrases). If your average cost per conversion is less than your break-even point and if you think increasing spending to get more conversions (this will increase the cost per conversion) will get you more profits, increase your budget. Otherwise, keep your budget the same. Top
How can I make my ad better?
To increase clicks on your ad, it is important to write ads that stand out. They should offer something or give useful information that competitor’s ads don’t give. Well written ads often attract the user’s eye or assure the user that what they are looking for is in the site the ad links to.
The cheapest way to do this is to repeat the user’s query in the ad’s text. A well-written ad doesn’t always increase click-through rates. It often lowers click-throughs to improve conversion rates by qualifying users more. This might mean listing prices, shipping policies, or other information that filters out users who won’t be interested in your product. Top
How do pay-per-click listings in the margins affect my natural listings in the center of the page?
Pay-per-click listings have no affect on natural listings. Top
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