This infographic summarizes how SERP rankings can affect click-through rates. A search engine optimization campaign has the ultimate goal of ranking at the top of the search engine results pages (SERPs). But an organic listing with a top 10 ranking on Google isn’t much good if no one is clicking on it. You’ll need to work on improving your organic click-through rate to get valuable leads from Google and other search sources.
In online marketing, “click-through rate” (CTR) refers to the percentage of impressions that result in a click. CTR can help marketers build a picture, especially when calculating ROI-related metrics such as cost per acquisition (CPA), effective cost per acquisition/action (eCPA), cost per action, cost per click (CPC), cost per lead, cost per impression (CPI) and revenue per thousand (RPM).
Whether you’re trying to improve the performance of your pay-per-click (PPC) keywords or your organic SEO keywords, it’s important to consider the click-through rate of both your organic listings and Google Ads. Many factors can affect your click-through rate, including images, keywords, ad text, call-to-action wording, and the quality of meta descriptions.
Some of the ways a business can increase its click-through rate include:
• Improve your call-to-action (eg favor specific, benefit-based CTAs such as “Download your free copy” over generic CTAs such as “Click here”);
• Adjust keywords to more narrowly target a specific audience;
• Rewrite your meta descriptions to make them sound more relevant and attractive;
• Updating the visual design elements of your ads where appropriate (colors, images, etc.).
When it comes to PPC campaigns, search engines tend to give preference to paid PPC ads and links that have a good CTR, so you should always work to try and improve your click-through rates, as there may be a cumulative effect. Knowing your click-through rates can also help you make informed decisions about how to improve your ads.
For example, you may be able to improve your PPC click-through rate by measuring the CTR of two different ads you’ve created for the same product or service (split testing). This can show you what type of ad is working best for you, whether potential customers may have developed banner blindness, whether your click title is working for or against you, or whether your click tag is increasing engagement . This information will allow you to optimize future ad copy to further increase CTR and conversions.
Finally, it may also pay to research the average CTR by industry, as this can vary quite dramatically. Benchmarks like these can be useful for comparing your own CTR, to assess whether or not you need to make changes to your ads. For any internet marketing campaign, CTR is a useful metric to analyze the performance of your keywords, meta descriptions and ads. Also, click-through rates can ultimately affect your bottom line, so it’s a metric worth paying attention to.
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