WebProWorld - View Single Post

SearchEngineZ · #6 (**permalink**) 09-25-2006, 07:58 PM

There is a direct relationship between CTR and cost. If you manage to double your CTR by writing a better ad, your cost per click will halve.

In general, if the ads convert to sales at the same rate, it is best to delete the ads with the poorest CTR.

Before deleting an ad with poor CTR, consider:

1) If conversion to sales of individual ads is not being tracked, could it be that the best ad might have a higher CTR because it is attracting clicks from folk who aren't likely to purchase? Having the word "free" in the title can do that.

2) Is the CTR report from a long period, like a month or more? The longer the period, the more accurately the CTR will predict future CTR.

3) Have there been enough clicks for the CTR to be statistically accurate? For example, would it take just a couple of extra clicks for the poor ad to equal the best ad?