What Determine Your Click Through Rate In Google

January 3, 2007 by  

A post over at Search Engine Roundtable points to a thread in a Search engine watch Forum about a poll asking members to vote on the most important factor they believe determines your click through rate on your ad. The options include:

  • Title
  • Ad Copy
  • Display URL
  • Position
  • Narrowness/broadness of keywords in group
  • Dynamic Keyword Insertion
  • Other (please specify in comments)

Member PPC feels that is an industry by industry variance that comes into play here, but overall, he believes “position and narrowness/broadness or keywords” are the most important factors.

SEW Moderator, Discovery, says;

In my view, a narrowly defined set of keywords, used within focused ad groups is what gives you a solid position resulting in a high CTR. Then on top of solid keywords you have a related title and ad copy, both of which should be different from the viewable competition. With this set up and a competitive CPC you should achieve the best CTR.

I couldn’t agree more with this. On top of that, I think how you differentiate your ad from your competitors in the title and ad copy play a major role that determines your CTR.

Of course some industries are more competitive that others but if you could find a way to make your ad appear the most relevant and beneficial to searchers, you CTR will soar.

Read more: Search Engine Watch Forums.

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