Negative keywords play a vital part in the refinement of any Pay per Click (PPC) campaign. By identifying these irrelevant phrases and removing them from your advertising, you will lower the number of times ads appear for unrelated searches, helping to lower Cost per Click (CPC) and make that budget go further.
When you come to create a PPC campaign [See: What is PPC Advertising] impetuousness can cost money. It isn’t simply a case of identifying a few keywords that you want to appear for, writing a bit of ad text, turning on broad match and away you go. You have to be prepared to go deeper.
Broad match isn’t without its dangers, as discussed in my earlier post – The Danger of Broad Match in PPC Advertising. Whilst it gets you seen by a wider audience, it can also make a significant dent in your online budget. Effective Pay per Click advertising comes from controlled targeting of campaigns, not blanket exposure.
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In the past, this blog article has explained What is a Click through Rate (CTR) and why is it Important?, so that is not something we need to explore further here. The purpose of this post is to help understand how exactly you manage the CTR and keep it at a good level.
Below we give you five top tips to help you along your way:
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What is a Click through Rate (CTR) and why is it Important?
In any PPC campaign there is something called a Click through Rate, often abbreviated to CTR. Essentially, this is the percentage of people who have seen your advertisement and have then chosen to click on it.
To take it back slightly, every time your advert is shown on SERP (search engine results page) it generates an impression. If a lot of people see your advert, thus creating a high number of impressions, but choose not to click on it, you may find that your campaign is adversely affected. More on this in a moment.
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Click Through Rate, or CTR, is expressed as a percentage and refers to the number of website visitors you actually received from paid search.
This is worked out by dividing it by the number of impressions your advert actually received.
This is used to measure how well your ads are performing, the higher the percentage the better your ads, positioning and relevance is.
