What CTR do you get on Adwords.

Well, you've said you get between 0.3% and 19% which I think would cover most bases.

I get ~6% for my main advert which is about as much as I'm going to get I think.

All really depends on how specific I target. Ie the broad ones have a stinky CTR, the exact matches can have up to 100%

Ours vary from as high as 40% for very specific phrases down to 1.2% for more competative and broad terms.

I'd say on average it's about 8%. As you say it will be different for different industries and keywords.

It varies hugely depending on the keyword, the intent behind the keyword, ad copy and relevancy.

For client campaigns, and my own, I try to aim for at least 5% CTR, and achieve statistically significant CTR's of the 35-40% mark in very targeted adgroups.

In my opinion, CTR is a good metric to measure interest in your ad/offer (offer should be the 1st thing you test), but as you said, is not indicative of a campaigns success and profitability.

The Adwords metrics I use to measure success are "input vs output". That is, number of conversions per impression. I find this to be a more useful guide when calculating profitability.

Cheers,


George

GBMaps said:

Cheers, George.

There's a lot of variables between an 'impression & a conversion'. ;-)

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Exactly

When you're analyzing ads and you have statistically significant data, these are, in my view, ultimate metrics to determine success.

In this case, removing extra variables like CTR can help us keep focused on profitability. As sometimes, paradoxically, an ad with a high CTR may be less profitable than another one with a lower CTR. An example of this may be the use one ad mentioning price of the product/service and another one that's not. The ad mentioning price may have a lower CTR, but it may be more profitable as the price could act as a disqualifier. Something like this may only be picked up on with an impressions/conversions analysis.

GBMaps said:

Problems also arise when there is no exact value you can put on the 'conversion' if you're selling a service or product that doesn't have a fixed price until contact has been made between the customer and website owner.

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That's always been a tough one, and one that involves a bit of manual labour at the business owners end . You can, if you want to be very exact, dynamically insert the search keyword into a hidden field of a contact form so that lead can be traced back to the original keyword in your CRM system. However, if people call you to make inquiries, you may still have your work cut out -- even if you use services like this.

Anyway, good luck with the tracking! If you need a hand, give me a shout

Cheers,


George