When carrying out online advertising it is important to understand all the metrics and analytics available. Knowing how successful your advertising campaign is performing is vital to understanding how you can effectively market your product. When presented with a suite of data points however it can be hard to understand what each one means and how to make decisions based on it.
Your platform of choice will offer a number of metrics based on the performance of your advertising. When looking at your metrics, Click-Through-Rate (CTR) is one of the most important stats to consider. CTR measures how many consumers who saw your advertisement decided to click and engage with your product on a deeper level.
When analyzing your CTR there are a number of factors to be aware of so that you can maximize your effectiveness. The average CTR across all industries is around 3% but varies greatly depending on your specific situation.
CTR also depends greatly on where your ad is placed. Display ads are placed on websites and social media platforms and direct the user to take a specific action. These types of ads generally have a lower CTR.
Display ads normally come in a few forms. Banner ads placed on websites are a common form of display advert and are one of the first things a user sees when going to a website. Interstitial ads are displayed for users on their way to their intended page, such as when viewing stories on social media. A more detailed form of advert, rich media ads contains content that users can interact with before being taken to your product.
Search ads are the other type of advert that is used. These adverts are shown to users when they are performing a search. These advertisements appear before the search results are shown to users. These ads have a much higher CTR but are much more selectively shown as they are only displayed in relevant searches.
Achieving a high CTR requires good advertising that users will want to engage with. It’s important to consider keywords, how the ad looks, and where you are placing it. Ad tech companies will also offer a discount on high-quality adverts and having a high CTR will help accomplish this goal.
When analyzing performance metrics, CTR is just one statistic to be aware of. Look at our over post about PPC to understand how you can have an effective marketing strategy.
If you’re wanting to learn more about the digital marketing aspect feel free to contact us here at Digital Planet London where our trained professionals are more than happy to assist you in many areas from email marketing to website design.
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