Acronym for Click Through Rate, CTR is nothing more than the Click Through Rate. It is a Digital Marketing metric that exposes the percentage of Internet users who click on an ad or call for content after viewing them.
In this way, this metric can be used to monitor the frequency with which consumers click on ads and/or organic content that have links pointing to your e-commerce. Obviously, the higher the CTR, the better the performance.
Indeed, CTR helps you measure the quality of keywords, messages and images that you insert in paid or organic advertising that you run on social networks such as Facebook and LinkedIn, on search engines such as Google and even on E. Email Marketing.
So, knowing the current CTR of your campaigns, you can optimize them. That is, you can create a Key Performance Indicator (KPI), which is nothing more than a goal to be achieved in a period, to improve performance. Then make improvements to your ads until you hit each KPI. That simple.
HOW TO CALCULATE CTR?
In general, ad platforms like Google Ads and analytics tools like Google Analytics report CTR promptly. But if you happen to need to calculate this metric, then just divide the number of clicks by the number of views of your advertising and multiply by 100.
As an example, suppose you run an ad that gets 2.397 views and 59 clicks. In this case, divide 59 by 2.397, resulting in the number 0,0246. When we multiply this by 100, we get the number 2,46. That is, your CTR here is 2,46%.
As already said, the first step to improve CTR is to stipulate a KPI. In our example you can describe one like this, “increase CTR to 3% by the end of August”. Soon after, list below the KPI the actions you will take in the period to reach the goal and thus obtain better results.
WHY USE THIS METRIC?
Using CTR makes it possible, for example:
- Evaluate the performance of your Digital Marketing ads and campaigns;
- Check if the keywords attract the audience or if they need to be changed;
- Identify which ads catch consumers' attention and which don't;
- Identify which ads and campaigns should be optimized;
- Improve your ad's quality score and ranking.
Therefore, it is an excellent idea to follow this metric in the day to day of your e-commerce. But tracking alone doesn't do much good. You have to optimize the CTR to get better results that way.
HOW TO IMPROVE CTR
To improve CTR, take actions such as:
- Insert the most searched keywords in your ads and headlines;
- Optimize URLs by inserting important keywords into them;
- Use keywords in titles, subtitles, descriptions, body text, etc.;
- Insert extensions in ads;
- Deny irrelevant keywords;
- Create Call to Actions, that is, calls to action to attract clicks;
- Use persuasive techniques Cialdini e Neuromarketing in advertisements;
- Insert good images to attract more views and clicks on social networks.
And finally, do AB tests to find out which ads and campaigns provide better click performance and more sales in your online store.
As soon as you can, click on “ 10 Digital Marketing Metrics for You to Monitor ” and read a complementary post.
