1 / 8

Clicks and Click-Through Rates (CTR)

Clicks and Click-Through Rates (CTR). What is a Click?. A form of interaction with an ad that causes a redirect to another web page. If you click this banner a d…. You are redirected to this webpage. What is a Click-Through Rate (CTR)?.

jefferson
Télécharger la présentation

Clicks and Click-Through Rates (CTR)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Clicks and Click-Through Rates (CTR)

  2. What is a Click? • A form of interaction with an ad that causes a redirect to another web page If you click this banner ad… You are redirected to this webpage

  3. What is a Click-Through Rate (CTR)? • A CTR is the percentage of impressions that clicked the banner ad • Equation: • CTR = # of clicks/# of total impressions served x 100 • Example: 200 clicks/200,000 impressions x 100 = 0.1% CTR • Industry average CTRs typically range between 0.1% and 0.25%

  4. Typical Click-Through Rates by Banner Size

  5. Typical Click-Through Rates by Industry

  6. What Happens After the Click… • After clicking a banner ad, users can do a variety of things related to that advertiser, including – • Complete the desired action on the landing page • Click through to the main site to look for other products/services • Search for the advertiser’s main website the next time they want to locate info on that product/service • Redeem coupons • Visit store locations • Call the customer service line • Therefore, online advertising leads to increased search activity, brand awareness, and website usage

  7. Post-Click Conversions • Many advertisers want to track not only how many people clicked their banner ad, but also how many people completed their desired action – whether that be ordering a product, signing up for an account, downloading a document, etc. – which is considered a conversion • A conversion rate is the percentage of people who clicked the banner and completed the desired action defined by the advertiser • Equation for Conversion Rate: • # of conversions/# of clicks x 100 = Conversion Rate • Example: • 200 orders/2,000 clicks x 100 = 10% Conversion Rate

  8. What is a Successful CTR? • When analyzing CTRs, the advertiser needs to take into account not only the amount of clicks, but also the following to truly measure a website’s effectiveness in generating business for their company – • Media spend • CPM of the buy • # of conversions • Cost-per-order (CPO) • A website that produced a low CTR could actually have generated more conversions and a lower CPO than a website that produced a higher CTR (so, spend and conversions matter)

More Related