Sure, if you have trasteado tools of digital marketing you must have come across this famous metric. The CTR helps us to assess whether a campaign on Google Adwords is working well or if our SEO strategy is successful. What happens if your CTR is low? In today's post we will see what we can do for you to improve our CTR.
Are you ready? First of all, let us define what is the CTR.
What is CTR in digital marketing?
THE CTR (or Click Through Rate) is a metric that relates clicks, impressions. An impression is each time that any of our url appears in the search results Google. Typically what you will find already calculated in the form of a percentage, but... How is it calculated?
How to calculate the CTR?
Easy. It would be enough to split the clicks for a keyword or a particular advertisement impressions of this keyword, or ad. Here's an example of Search Console:
In the first key word, for the calculation of CTR, the Search tool Consoel has made 6 clicks/21 impressions and multiplied by 100 to get the percentage.
Study of the CTR in SEO strategies
From here, as you can imagine, we can study many things. One of them would be to make the comparative periods. What if my position in Google's results improved, but it does not improve the CTR?, What keywords of brand and non-brand we are working best?, Do we have optimized pages for terms, interesting?
Another thing you could do is look at the CRT of a URL in particular, as we show in the following image:
It may happen that we are positioning a url for a few keywords interesting that we had not considered it before. In that case, it would be interesting to rewrite some parts of the website, or article in question to try to include those keywords and optimize your content for these searches.
Study of the CTR in Adwords campaigns
To study the CTR for Adwords campaigns, we must keep in mind that Adwords has different types of ads: search, display, dynamic, video... Consider that a CTR is good or bad will depend on the campaign that we are doing as there are types of ads tend to click more than others. For example, the campaigns in the display network typically have many prints but not as many clicks as a search campaign. Following the example, normally the CTR for campaigns in search ads should be above the 1% to be considered a good while, if the campaign is the display, the closer to 1%, you could consider that we have a good CTR.
For more information on Adwords, check our post on How to create a strategy of Google Adwords success?
Once we already know to evaluate if you have a CTR good or not...
How do we improve our CTR?
We have to take into account that to improve the CTR means more visits. Means, for example, get more clicks for the same impressions and more clicks mean more potential sales so who would not want to strive a little bit to improve the CTR?
To improve the CTR, we would have two strategies highlights:
Improve metadata SEO and texts of our Adwords ads
The metadata and the text of our ads is our letter of introduction. It is the first thing that the user will see on us to do a search. For this reason, we must take care of the way we are, so that they are attractive and encourage the click.
In the case of SEO, we must treat is the metatitulo and meta description. We must include keywords, call to actions and not to spend the extensiones de Google (for the metatitulo about 55 characters and meta description to about 155 characters)...
In the case of Adwords, what we can do are tests of ads since that may in a single campaign becomes more of a type of text to another.
Include Rich Snippets for SEO, and ad extensions in Adwords
Another thing that we can do to earn clicks is to occupy more space than the competition.
In the case of Adwords, we would be speaking of using ad extensions. In the case of the organic search results (SEO) we would have the Rich Snippets.
In this latter case, we have a lot of options, if you want to know how many options there are and how to implement them, see our post about Rich Snippets
Examples of Rich Snippets
Despite the fact that in the previous link, you'll find much more information about Rich Snippets, you'll finish this post with some examples so that you can have a clear idea of what we're talking about. If we label our items, for example, could come out in the results of featured articles:
Another example would be the labelling of events:
Wow, this would be it! We hope you enjoyed the post and I will serve as a utility. I hope the following posts.
