Keeping An Eye On CTR Helps Maintain Conversion Volume

Hi Everybody,
Focusing on conversion rate optimization and neglecting CTR will keep you from scaling up your paid search program. You need to maintain a high traffic volume to maximize the number of conversion opportunities. If you don’t do so, you’ll end up with great conversion rates but low conversion volume overall.

A better way to go about it is to maximize the conversion rate within a certain CTR range, thereby keeping a good rank at a decent cost per click and maintaining traffic volume.

Even excluding the effect of CTR on Quality Score (and thus CPC), it is important to find the right balance between an appealing ad copy which generates lots of clicks, and a more conversion-oriented ad copy which generates fewer clicks at a higher conversion rate. The Quality Score factor makes it even more important to optimize the CTR as it helps mitigate the average cost per click and lowers the cost per acquisition (CPA) as a result.

The best performing ad copies are rarely those with the highest CTR or the highest conversion rates, but typically somewhere in the middle for both metrics. They are appealing without being deceptive or too generic. Best-performing ad copies usually have a strong CTR and an ok conversion rate – as opposed to an ok CTR and a strong conversion rate – because of the Quality Score factor and its consequences on CPC.