CTR is Click-Through-Rate, which is a ratio of the number of times your ad was clicked (Click) to the number of times it was displayed (Impression) on a search engine.
CTR is important as a higher CTR results in lowering of “Cost-Per-Click” at the campaign level and will ensure a higher quality score of the keywords. Greater are the chances of conversions and improved conversion rate.
- The 3 Strategies to Improve CTR are as follows:-
- Include Keywords In Your Ad Copy: Ad Copy with a keyword in the headline is important for achieving a healthy CTR.
- Usage Of Ad Extensions: Ad extensions come to your rescue when you need to improve CTR.
- Strong Negative Keyword List: A strong negative keyword list is important as keyword inventory. Negative keywords ensure that you do not spend an unnecessary traffic. And helps in displaying your ads on the right search query. So it results in controlled impressions and improved CTR.
CPC is Cost-Per-Click, It is the amount you pay for a click. Cost-Per-Click depends on the maximum bid and quality score of a keyword. CPC is important as the ROI of paid campaigns depends on the amount you are spending on per click. Clicks at a lower cost will lower your cost-per-acquisition.
And the value of each click is essential for a campaign’s success.
- The top 3 Strategies For Lowering CPC are as follows:-
- Bid On Relevant Keywords Only: Building your keyword inventory with only relevant & a few keywords will help in lowering CPC. Including long keywords in your inventory will reduce CPC as they are less expensive.
- Highly Themed Ad Groups: Closely knit keywords in an ad group with relevant ad copy & landing page will result in a better quality score and reduced CPC.
- Do Not Bid On Broad Match Type: Keywords in broad match attract a lot of irrelevant traffic and result in increased impressions and lower CTR. So the overall quality score is affected and leads to increased CPC.