What is CTR (Click-through Rate)? CTR (Click-through Rate) Measurement

CTR stands for Click-Through-Rate, which is click-through rate. It is equal to the number of ad clicks/impressions. The number of ad clicks and impressions here are data in the same time dimension. For example, if this webpage appears 10,000 times, and the number of clicks on the ad on the webpage is 500, then the click-through rate is 5%. CTR is an important indicator for measuring the effectiveness of Internet advertising. A high CTR means that more users click on the landing page of our product. If the landing page is not well designed and does not attract users quickly, it will easily lead to user loss and the advertising conversion rate will be reduced. Therefore, a high CTR does not mean a good effect or a good conversion rate. But then again, a high CTR can provide more possibilities for advertising effect conversion.

Reasons for low CTR

Generally speaking, a CTR click-through rate between 0.4-0.8 is considered normal. There are usually two reasons for a low CTR: one is the small amount of impressions, and the other is the low number of clicks.

1. Small display volume is one of the important factors leading to low CTR. Small display volume indicates that the potential audience's search demand occurs less frequently, that is, the promotion results have fewer opportunities to be displayed to the potential audience. Merchants can increase the display volume by expanding keywords, that is, increase the opportunity for promotion information to be displayed.

2. High impression volume and low click-through rate can also lead to low CTR. Generally, low click-through rate may be due to the low relevance between keywords and product attributes, which cannot meet the needs of potential audiences; the ranking is too low and not competitive; the timing of delivery is inappropriate, etc.

Solution for low CTR

1. Main image

The importance of the main picture is reflected at this time. If you have exposure but no click-through rate, it must be that your main picture is not attractive enough and does not make people want to buy. So this picture must be attractive enough.

2. Price advantage

Although price is not the primary factor that determines the number of clicks, it is definitely a very important factor in transaction volume.

3. Title

Generally, only a part of the title of the ad is shown, so it is important to use concise words to introduce your product in the first part. However, if the main picture is good enough, it will be clear at a glance and make people understand the purpose of the product clearly.