Mobile performance has been on everyone’s minds the past few years, and everyone knows that smartphone click-through rates have been trumping desktop and tablet click-through rates for some time. But just how important is ad position for marketers looking to capture the attention of their audience? We took a look at click-through rates by ad position to examine just how important this is. The data we examined consists of a large sample set of all Marin US clients.
By examining click-through rates, we can already see that position #1 for smartphones is much more important than that of desktops. Surprisingly, tablets show a similar trend to smartphones, even though they use the same SERP format as desktops. Upon closer examination, however, we see that smartphone CTR drops off much more rapidly than either desktops or tablets, at an average of 30% per position, versus 22% and 28% respectively.
By looking at the CTR-share by ad position, we can see that almost 40% of click-throughs are made in the first position. This is a third more than on desktop, and 10% more than on tablet. Why does this happen? If we take a look at the differences between the desktop and smartphone format, we find that many times on mobile, only a single ad is displayed on the top of a SERP. Meanwhile, on a desktop SERP, we see three or more ads on the exact same search. Naturally, this means that smartphones will see a much larger percentage of clicks go towards the first result.
Anything to add? Be sure to leave a comment in the comments section below!
Summer is winding down and school is just about ready to start again. Back-to-school supplies and events are already on the minds of students everywhere and this is the perfect time for companies in the retail and education vertical to double down on their products for students. Back-to-school behavior is similar to the holidays, in that retailers begin marketing to consumers earlier and earlier every year – and this year is no different.
Historically, back-to-school begins in mid-August and it’s easy to tell when consumers and advertisers begin searching for back-to-school related topics. We took a look at our clients in the education and retail verticals across 2012 and 2013 to understand just how much this change in consumer behavior affected search. For users in the retail vertical, search clicks grew an average of 6% in August and September, when compared to July and search click-through rates grew 2% during the same period. The effect was even more pronounced in our education vertical, where search clicks jumped an average of 28% and search click-through rates jumped 22% across the same period, signaling the effect of back-to-school hitting consumer awareness. Based on this historical data, we predict we’ll see similar behavior across the back-to-school season this year and have already begun seeing the start of this in the past few weeks.
Before writing this post, I performed a few web searches to scout out my competition. Based on that research, there appears to be one thing that everyone agrees upon about increasing paid search click-through-rate (CTR), the benefits:
However, given the title of this post, I figured just about everyone has their quick ways for increasing CTR—and I was right. There’s about 20 “quick” ways to increase your CTR, but not all of them are quick. Create granular keyword groupings? Restructuring campaigns and resetting Quality Score is a long term strategy. Give something away for free? Let’s choose to ignore that one. Look for assisted conversions? I personally don’t enjoy swimming in an ocean of data. Include pricing? And if prices change, it’ll be a fun week. Though all of these tactics and more do plenty to increase CTR, my goal today is to present five ways search marketers can increase CTR without breaking a sweat.
1. Implement Ad Sitelinks
This is unanimously the number one way to quickly increase CTR. Sitelinks provides up to six additional deep links to specific and highly relevant content on your site. These links not only expand your search engine results page (SERP) real estate, but they also enable search marketers to point users towards high-value landing pages, such as form fills and store locators. Keep in mind that up to six links can be added per campaign, which was increased from four in 2011. So if you haven’t touched your sitelinks in a while, it’s time to go back and ensure you have six updated links available.
For more information on sitelinks and how to enable them, click here.
2. Pause Poor Performing Creative
Remember that creative test you were running way back when? Well it’s still running, and one or more of those creative is hurting the entire ad group. As you prioritize ad groups for CTR optimization, be sure to evaluate the performance of existing creative. Though some poor performing creative will be easier to spot than others, be sure to reach some level of statistical significance before cutting ties and pausing those creative. It’s important to remember that poor performing creative represent an opportunity cost. By weeding them out of your account, you can drive more traffic through more relevant and engaging creative.
For additional best practices on creative testing and optimization, click here.
3. Leverage Differentiating Text
There are so many elements search marketers can test when it comes to differentiating their creative from their competitors. Let’s use a short list with simple explanations:
4. Mine for Negative Keywords
Most search marketers know how to mine for negative keywords, but the tune changes when discussing how often. Generating a search query report is simple; with some enterprise class solutions generating them automatically. Identify keywords that have received impressions, but very few clicks. But also take note of irrelevant tokens that appear often in queries. For example, tokens like “free”, “reviews”, and “used” often appear alongside relevant keywords. Add these and those irrelevant keywords to eliminate unwanted impressions and clicks.
For more information on developing an effective negative keyword strategy, click here.
5. Use High Volume Tokens
Keyword tokens within creative will appear in bold whenever they match or closely match a user’s search query. To improve the relevancy of your creative to the keywords within an ad group, include tokens with high impression share within creative text. For example, if users are more likely to include “clothing” in their query, rather than “apparel”, generate creative that includes the token “clothing”, even if both tokens appear in multiple keywords within the same ad group. Using the most relevant tokens within your creative will increase the relevance for a larger share of impressions and help increase CTR.
Incrementally increasing CTR takes testing and continuous optimization of keywords and creative. This involves using both short term and long term strategies. Hopefully, with the tactics I’ve imparted, you can begin increasing your CTR today…quickly and sweatband-free.
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