Soon after newcomers first start using the Google Search and Content Networks, they almost always ask “What is a good CTR?
The first thing you need to understand when asking this question is the fact that there are two networks involved – the Google Search Network and the Google Content Network – and that CTR applies differently to both.
The Search network is when people search directly on Google.com. They enter a search, type in a keyword, and click on the ads that come up. Here the CTR goes from 20+ %, which is when your ad appears at the very top of the search results (right at the top of the organic search results), to all the way down to less then 1% or possibly down to 0.5% if your ad shows up in the number 10 position or lower.
So it is plain to see that the single most important factor in achieving a good CTR is not how good the copy of your ad is, but in what position your ad is appearing for any given search result.
Now, when looking at the Content Network, CTRs take on a completely different meaning. CTRs achieved on Google’s partner sites in the Content Network are many times lower than similar the figures you will see on the Search Network. Figures of 0.05% would be catastrophic on the Search Network, however, this is not too bad for a Content Network result.
But these low percentages are not the full story. The amount of traffic being generated by the Content Network far outweighs these low CTRs. It is still possible to achieve incredible results using the Content Network.
Nevertheless, if should always be everyone’s goal to get as high a CTR as possible in both the Search and Content Networks. Any CTRs of 1% or less will more than likely raise a red flag to Google and you could quite possibly end up getting Google slapped. This is when Google actively penalises you for having a poorly-performing ad by raising your CPC until you either leave or improve your ad’s CTR.
If your ads are in the top positions, your CTR should be in the high single digits or even double digits if your ads appear in the very top right positions and Google will reward you by lowering your minimum CPC.
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