What is Adwords Click through Rate and how to win your bids?

Google Adwords Misconceptions

For a start, do not ever think that you have to spend the most amount of money possible per click to get to the top of the search engine results page. That is simply not true. Google takes into consideration a whole range of factors in order to pick up the most popular sites – not just the ones who have the most money behind them. This means that your click through rate is more important than the amount of money you pay for each of these clicks.

For example, you might be paying 75 cents each time someone clicks on your ad, while your competitor is paying a dollar. However, if your click through rate is 4 per cent and your competitor’s click through rate is only 0.8 percent, your ranking on the search engine results list is likely to be much higher than your competitor’s – and you’re still paying less.

What is a Click Through Rate?

Click through rates are determined by taking the amount of people who have seen (Google uses the word “impressions”) your add in a given period (let’s say a day) and dividing it by the number of people who actually click on your add. If you have 2,000 people looking at your add in a day and 20 people click on your add, that’s a 1% click through rate.

How do I Improve my Click Through Rate?

People will tell you a whole lot of different tricks and strategies – but the best way to do it is to be relevant and mention everything about your product. That way, whenever people search for something you can provide, you will be presented as an option. Getting to the top of the list is all about providing high quality, relevant content; being linked back to by other sites and building your online presence into something that can’t be ignored.

How does it Work?

Google Adwords is structured in a tiered way. At the top you have your account, below that you have general settings – languages and locations you want to target, etc (all very general) – and below that, you have the more specific ins and outs of your campaigns: keywords and the ads themselves.

For example, you might sell tents and outdoor equipment. One of your ads would be “Tents”, with the keywords that people search for – waterproof tents, easy set up, small – and the add itself that describes your product. Really, the best way to do this is to set one up yourself and have a play. Just remember that it’s essential you have all your information 100 per cent correct and to ensure all of your content is high quality. No grainy photos or spelling errors please!

 

However, once you get people to your page, you need to keep them there. It’s important that your landing page is well designed, easy to navigate and is what the user is looking for. It’s no use luring people to your website with false promises or mystery. People will have an idea of what they’re looking for so it’s your job to work on attracting the people who are looking for you. Google Adwords can be a fantastic way to draw more traffic to your website but at the end of the day, nothing is going to sell your content on a website but the content itself.