Increasing your Display Ads Click through Rate (CTR) is becoming crucial for every marketer. After all, higher the CTR on your campaign, the more are your chances for generating leads. With the internet reaching more than 3 Billion people spending some money on Digital marketing looks worth the money.
What Is CTR, And How Exactly Is It Calculated?
CTR is the term that defines the number of clicks on your Display ad campaigns. The information reflects the percentage of people who clicked on the ad after seeing it on the internet. The figure is determined by dividing the total number of clicks by impression and multiplying it by 100.
Why Is High CTR Important?
CTR is significantly important in Display advertising. Higher click on your ad means that your banner is performing well and is appealing to your audience. A high CTR not only unlocks the potential for further growth but can also be the key to improve your brand awareness and influence your authority in the industry.
What Is A Good CTR Rate On Your Display Campaigns?
A good CTR rate entirely depends on your industry. There is no one-way of telling how much clicks you should be getting on 1000 impressions. If you are working in real estate business, then a target of at least 1% CTR should be in your sight, whereas if your niche is about Finance and Insurance than 0.5% CTR would be feasible.
The average CTR across all industry is 0.47% running their campaigns on Google Display Network (GDN). Hence, it wouldn’t be absurd to say that a good CTR would be somewhere between 0.48% – 1%. Now, if you already have running campaigns on GDN, then you will likely see several fluctuations affecting your CTR. As a marketer, it is mandatory to look for the reasons for such variations and build strategies to capture more clicks.
How to Increase Your Display Ads CTR (Best Practices)
- Audience Setting and Remarketing Your Ads
Google Display Network offers the option to remarket your audience using the campaign settings. The GDN accounts for more than half of Digital Advertising revenue and reaches around 90% of all internet users. Remarketing is a highly effective technique to increase your CTR and convert the audience into potential sales.
The method takes assistance from Google machine learning technology and processes a large amount of data from multiple applications to create incredible audience segmentation. As an advertiser on GDN, you can use the segmentation channel to target people who had comes across your website and improve your overall Click through Rate.
For example, if you have an online shop selling women merchandise, you can target the users visiting your competitor’s website. The method is called custom affinity. You can also use the Custom intent method within GDN to target people who are actively searching for specific keywords and let machine learning do its work.
- Optimizing Your Ad Placement
The Ad Placement can heavily impact your overall Click through Rate (CTR). Ad Placement refers to the position of your banner on the publisher’s website. If publishers are placing your ads on the sidebars or at the end of content, it would likely result in a low CTR.
In contrast, if your banners are on positions that usually get the most clicks, such as below the content Title or Header, then your CTR will probably remain at par with the industry average. In other words, the website you choose for your ads determines your Ad CTR.
Further, many marketers go a step ahead and have deals with niche websites and bloggers to place their ads on most engaging positions and allow better targeting. With GDN, you can choose specific websites you are would target; in fact, you can also target audience on a particular YouTube channel and videos to improve your CTR.
Geographical targeting is becoming the basic rule of online advertising. You can’t target the entire internet! If you are running a small local business such as Restaurant, you don’t need to run your ads outside your locality.
GDN is also very effective to filter out audience based on their locations. You can choose your location from settings and can opt to target people living inside the 30-50 miles radius.
- Look for Optimization’s Possibility
If you are already running a Display campaign on Google and it is constantly getting a low CTR then maybe it is the time to redefine your strategy. Your Ad Design might be unattractive and straightforward to the audience, try changing it with animated banners or test various color combinations to see which one looks better. You can also add the following in your banner to improve your CTR.
- Call to Action Phrase
It is also advisable to add Call to Action (CTA) titles in your Display campaigns to convince the people to visit your site. You can easily add such phrases in your ads using animation and create a sense of urgency for users. How about adding the phrase “30% Discounts on First Order”? Seems quite lucrative to ignore!
It is also essential to add a button on your campaign along with CTA titles to boost your Click through Rate. Buttons are becoming important for PPC campaign as they help to increase CTR without hitting your budget. However, it is also essential to consider the button placement, color, and location before optimizing your Display Ads. Another simultaneous hack you can use for optimizing your existing ad is by adding phrases with sentimental or power words to get more clicks on your Display ads.
- Create Multiple Sets of Banners
A display campaign involves uploading several banner sizes to suit different websites, devices, and media channels. If you thought of making one banner for your entire campaign, it is a bad idea. Besides, multiple banners mean more audience outreach, which can be crucial to improve your CTR and generate more leads.
- Go For Responsive and Animated HTML5 Banners
Another easy way to beat the competition and increase your CTR is by using dynamic HTML5 Banners. As per recent surveys, HTML5 banners have more chances of getting clicks than static or text ads. Besides, these ads are responsive and can fit almost every device without going through additional work. Responsive ads have multiple benefits
- GDN automatically optimize your ads combinations using its machine learning approach
- Marketers can upload more branding assets to their campaigns
- You can tell more about your product while remaining within the same budget
- The ads are more engaging in contrast to static banners which helps to improve Click through Rate
However, HTML5 technology is a little complicated and becomes more frustrating if you are fond of using traditional design tools and code to create your Display banners.
Another way to stay ahead of the game and improve your CTR is by using dynamic HTML banners. Animated HTML5 banners are more impressive and can easily grab the user’s attention. Besides, these ads can incorporate more information about your business and can enable the companies to highlight their brand’s story.
Why Should You Increase The Average CTR?
Your Display Ad CTR directly affects the Cost per Click (CPC) of your campaigns, including your Return on Investment (ROI). Setting up a campaign on GDN can be complex, but it gets tougher if you are draining your budget without considering improvements in CTR. Hence, increasing the CTR should be among marketers priority as it can lead to more conversions and increase influence in your niche.
There are many tactics by which you can effectively improve CTR on your Display Ads. Optimizing Display Ads helps to achieve the highest possible CTR for your niche and can bring more clicks to your website with little efforts.
While some of the above strategies might seem simple, it is important to spend time and build a proper strategy before modifying or creating your Display adverts. Additionally, keep track of your Click through Rate after incorporating the above factor is a must as it can further help to understand areas of improvement and check for any other discrepancy.
Whether you are going to change the design, use HTML5 banners, or make other adjustments in your Display ads, it is always advisable to periodically review your CTR performance and check it against the industry benchmark. After all, gradually increasing your traffic to obtain more conversions is among your business goal.