Click rate or Click-Through-Rate
Click-Through-Rate (CTR) is the ratio between clicks and all ad impressions. Within the framework of Pay-Per-Click (PPC) Advertising this would mean the relation between the number of times the ad was clicked and the number of times the ad was delivered. Thus, the click rate is a way of measuring the success. For example, if your advertisement has been displayed 100 times in search engines and 1 person clicked on it, the CTR would be 1%.
One of the main aims of PPC campaigns is to increase the Click-Through-Rate, because this brings more visitors to the web page and a high click rate also improves the quality factor of a keyword. A higher click rate and a higher quality factor mean lower costs for the advertiser as well as better display positions.
Increasing Click-Through Rate
In order to increase the Click-Through-Rate, it is necessary to know what causes a user to click on your ad. For example, it has been shown that ads that contain unique advertising copy and are optimally targeted to a keyword have a higher CTR than ads with generic keywords and with non-specific copy. So, there should be a close relationship between the keyword and the ad. Also, it can be helpful to find out the formulations and the terms your target audience reacts on: Ads adapted to the wording preferred by the users also have a higher Click-Through-Rate. Of course, these are only two of many criteria to increase CTR. Daily optimization of a PPC campaign includes many more measures, but, optimization of the Click-Through-Rate should be understood as an essential part.
