What is CTR?
Click-through rate, or CTR, is a digital marketing metric that measures the ratio of total impressions to clicks in search and display advertising, email marketing, and other online mediums. CTR can indicate the effectiveness of ad copy, meta data (titles & descriptions), and email subject lines.
How to calculate CTR?
To determine CTR, we divide total impressions by total clicks. For example, if an ad gets 10 clicks and 2,000 impressions, the CTR is 0.5 percent.
CTR across marketing channels
A high click-through-rate indicates relevant content with an engaging copy. CTR is usually dependent on some type of “teaser” text. Marketers main responsibility is to optimize ad copy and other teaser texts so that their targeting audience to click through and learn more. Effective copy that increases click-through-rate can significantly impact a business and drive more qualified traffic.
Like most digital marketing metrics, CTR is not the only one that will indicate the success of your PPC campaign nor business’ bottom line. If the destination page or forthcoming email does not match the text surrounding the link, users are less likely to follow through and take an action (such as making a purchase or signing up for a newsletter).
In Google Adwords, every ad and keyword have a unique & trackable CTR. Click-through rate is one of the best ways to gauge which keywords and advertisements are most appealing to consumers. Additionally, click-through rate is an important determinant of quality score, which impacts ad position and cost-per-click. Search engines strive to deliver the best results for their users, and quality score measures whether users find ads to be useful and relevant to their query.
Organic click-through-rate is influenced in large part by ranking. A page’s title, description, and URL with relevant keywords and an enticing copy can entice users to click and learn more.
Email campaigns usually include tracked links to the store’s website. CTR helps email marketers evaluate the effectiveness of an email copy. While open rate describes how users respond to a subject line, click-through-rate only relates to readers who have already opened the email. A high-performing email successfully encourages readers to click an embedded link to the website.