CTR in advertising and marketing is one of the most important metrics, along with CRR ( Customer Retention Rate ), ROI and others. This is the ratio of the number of clicks on an ad to the number of its impressions. That is, the main indicator of the clickability of an ad. And, in simple terms, does the user want to click on your ad. Here is what CTR in online marketing depends on:
Target accuracy – how accurately you guessed and configured the target audience for the ad. This includes gender, age, GEO, and other indicators;
The creative itself - its title, image and main text. They should be catchy and motivate to take action - click, go;
Traffic source – that is, the site where the advertising is instagram data being rolled out. The hottest traffic comes from search networks. “Cold” traffic comes from push notifications and teasers. Accordingly, the CTR indicators for each source are different. We will dwell on this in detail below;
Offer niche - more precisely, its competitiveness and relevance. For highly competitive niches, the CTR will be lower, for niches with low competition - on the contrary, higher.
All these indicators affect CTR in a complex. For example, you can’t say that with precisely configured targeting you will get a good CTR. Creativity, competitiveness, and the platform from which you are pouring traffic are all important.
What does CTR affect in targeted advertising?
CTR is one of the key metrics of advertising effectiveness. The higher the CTR, the more people go to the landing page. And therefore, the more potential leads.
sales funnel
Typical sales funnel. The higher the CTR of the ad, the more users will reach the target action
But even if your creatives have a relatively low CTR, we hasten to console you: good clickability does not mean many conversions. The task of the ad is to attract and hook attention. The landing or pre-landing page should push the user to the target action.
How to calculate CTR
A simple formula will help you calculate CTR: ( A/B) * 100% , where A is the number of clicks on the ad, B is the number of impressions.
CTR calculation
How to calculate CTR using formula
To make it clearer, let's take a simple example. Imagine that you launched an ad through Google Ads. Your banner was shown 1,500 times. 250 people clicked on it. Divide 250/1,500 and multiply by 100%. We get a pretty good CTR for search advertising - 16.67%.
By the way: Sometimes in online marketing cases you can see CTR in an unusual form. For example, CTR=0.04. This does not mean that the clickability of ads is very low. It’s just that in this case, clickability is calculated using a simplified formula, without multiplying by 100%.
What CTR is considered good
Each traffic source has its own specifics. This also applies to the CTR indicator. For example, the CTR, which is considered good for Facebook targeting, is quite low for Google Ads and Yandex.Direct. Now we will tell you more about this.
CTR in Yandex Direct
In Yandex.Direct, CTR is shown for several indicators at once - for the campaign as a whole, for the ad, for its individual elements. We will talk about the CTR of the ad. Search advertising in Direct has a huge advantage: the audience is already "warm". This means that people are already interested in your product or service, and are looking for something similar. Therefore, in Yandex.Direct, a good CTR indicator is 5-15% and higher. For trending products, the CTR can be more than 20%. We have already talked about this and other Yandex.Direct features .