If you've been running your for even a few months, you're probably able to anticipate the click-through rate of each campaign. And hey, good for you for having a handle on your . But it's a new year, and now's the time to dream big. Let's start improving that email click-through rate to really give your CMO something to smile about. If you're not sure how to go about improving your email CTR, here are 11 sure-fire ways to do it. And remember that email marketing provides a prime opportunity for ; you should employ it in all of your email marketing campaigns to ensure you're always improving upon emails to get the most ROI possible (which means more bragging rights for you).
Click-through rate is often used in email marketing to refer specifically to the click-through rate of an offer in the body of your email. But you first need to get recipients to click the email. Once you've nailed email deliverability, start A/B testing the subject lines you're using. We've also written a guide to help you master the craft of .
Write shorter emails to increase the likelihood that email recipients will encounter your offer before getting bored and deleting it. You can also help combat this by frontloading your best copy.
finding that emails that include just one social sharing option than emails without any social sharing links. That . Even if your readers don't want to redeem your email's offer, they might know a friend who does. Give them that opportunity by including , and watch your click-through rate soar.
If you wonder why we harp on so much, this is one of the primary reasons. Aside from preventing you from annoying email recipients with irrelevant offers, list segmentation lets you provide a more targeted offer, increasing the likelihood your reader will click through. In fact, that
This is why you segment your list! Now that you know to whom you're sending your email, consider what content they want, and use that for your offer. If your offer speaks to your recipient's needs, it's a no-brainer that you'll receive more clicks to redeem that offer.
You can further target your list and the content in your email by including elements of personalization. Part of Self-Help Social Magnets Review is knowing about your prospects' and customers' purchase history, download history, satisfaction score, and website activity. This will allow you to provide the most relevant offers that will receive more click-throughs due to the targeted nature of your email.
Just like when you're building landing pages, it's important to remove distractions from your email template. Resist the urge to include a header that includes your website navigation, or include multiple offers with the hopes that at leastin the email will compel readers to click. This is a signal that your email doesn't have a specific enough goal. Step back, and consider the objective of the email. If your goal is to get more Facebook fans with this email, then that's what you should write copy around, and that's the call-to-action you should highlight in your email. Don't give readers the opportunity to get distracted by your blog posts, product pages, or any other part of your site.
The P.S. is a great tactic to reiterate an offer, or to attract the attention of email scanners (let's face it, that's most of us). The eye is drawn to the visual call out of the P.S. and is a great opportunity to A/B test whether your offers receive greater or fewer click-throughs with its inclusion.
A tactic that works particularly well for product marketers is putting limits on your offers. This forces readers to redeem them quickly, increasing your click-through rate. But don't feel bad. If your , you're providing them with a product that is well suited to their needs!
that. If you're not optimizing your emails for mobile, you're completely missing out on a huge opportunity for these mobile readers to click your calls-to-action. If you haven't already started to optimize your emails for mobile, 2012 is the perfect time to begin and take advantage of this huge segment of the population that's growing like gangbusters.
Click-through rate (CTR) is a measure of the percentage of clicks advertisers receive out of total ad impressions. "Impressions" refers to the number of times your ad is viewed. If your ad has a log of impressions but no clicks, you will have a low CTR, which generally reduces the effectiveness of your campaigns.
Achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad. Are your click-through rates holding you back, or are they high enough? Grade your AdWords Click-Through Ratenow and learn:
- How your ads are performing across your account
- How your CTRs compare to industry benchmarks
- How click-through rate affects your Quality Score
Plus see how you're doing at landing page optimization,
Quality Score optimization, use of AdWords best practices and more!
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So What Is Click-Through Rate, Anyway?
Click-through rate (CTR) is a metric that measures the number of clicks advertisers receive on their ads per their number of impressions. In this tutorial you'll learn:
- A click-through rate formula – exactly how click-through rate is calculated.
- Why click-through rate is important to your pay-per-click marketing account.
- What constitutes a good click-through rate for PPC, and how you can get one.
As mentioned above, PPC click-through rate is the rate at which your PPC ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad. A click through rate calculation looks like this:
Click Through Rate = (Total Clicks on Ad) / (Total Impressions)
Generally, you can view your click-through rate within the dashboard of your PPC account.
Why Do Click-Through Rates Matter?
Click-through rate is important to your account because it directly affects your Quality Score.
Google AdWords and other search marketing platforms offer pricing discounts for ads that offer high relevance (read: make searchers happy with their search engine results). One means for doing this is to offer higher Quality Scores to ads with high AdWords click-through rates:
- High click-through rates lead to high Quality Scores.
- High Quality Scores allow you to improve or maintain ad position for lower costs.
Additionally, if you are advertising on relevant queries, achieving a high click-through rate means that you are driving the highest possible number of people to your offering.
What's A "Good" Click-Through Rate?
This is a hotly debated topic: what constitutes a good click-through rate?
From a purely statistical standpoint, it depends.
Take a look at Yahoo's answer to the "what's a good click-through rate" question:
The honest answer to the question is, “It depends." Click-through rates are naturally going to vary from campaign to campaign, and even from keyword to keyword. Everything involved in the way your ad is displayed plays a part, from your ad copy to the ad’s ranking on the results page.
So while you want to have a "high" click-through rate, there's really no magic number. Generally speaking, as we mentioned above, you want as high a click-through rate as possible.
Except when you don't.
When Higher Click Through Rates Are Actually Bad For Business
If a keyword isn't pertinent to your business or isn't going to generate sales, leads, branding gains, etc. then a high click-through rate for that term is actually bad for business. The reasoning for this is fairly clear:
- You're paying for every click.
- A lot of clicks generate a lot of ad spend.
- Sometimes you're generating clicks on keywords that are priced too high, and won't turn a profit even if they convert.
- Irrelevant terms and clicks are just spending money without bringing in additional business.
So you don't always want higher click-through rates: what you want are high CTRs on keywords that are:
- Relevant : Have to do with your ad text, your landing page, and your offering.
- Affordable : Keywords that aren't going to be profit-prohibitive.
So, in a nut shell, a good click through rate means first targeting the right words, then getting as many people as you can to click on those ads.
Achieving Strong Click-Through Rates For Your Ads
A pay-per-click solution for click-through rate, then, should provide you with:
- Targeted keywords to bid on.
- A means of discovering cheaper, cost-efficient clicks.
- Tools and methodology for closely integrating keywords with ad text and landing pages.
- The ability to quickly and efficiently segment keyword groups to generate closer targeting.
WordStream answers each of these challenges with WordStream Advisor, our search engine marketing platform:
- Targeted Keywords: The software offers keyword research and keyword analytics tools that generate extensive, highly relevant clicks.
- Cost-effective Clicks: WordStream offers best-in-class Quality Score management tools and a unique means for identifying long tail keywords, ensuring that you are discovering the cheapest and most relevant clicks possible.
- Additional Tools: Finally, you need to actually create compelling ad text (text that relates to what the person was searching for in the first place), have them relate to your keywords, and have them synced with your landing pages.
- Keyword Grouping: WordStream offers sophisticated keyword grouping tools that make it easy to create tightly related ad groups and well-organized campaigns.
Are Your Click-Through Rates Optimized?
Not sure if your CTRs are where they need to be? Get an instant, FREE report that analyzes your AdWords click-through rates and other key metrics with our AdWords Performance Grader. Click through rate analysis has never been easier!