What Is A Good CTR On The Google Search Network?

Dec 24th 09 Posted by Andrew Egorov in SEO

One of the most common questions that newcomers ask when they start using Google for their advertising is \”What is a good CTR\”?

One of most important things one needs to understand when asking this question is the fact that Google separates their networks into the Google Search Network and Google Content Network, and CTR will vary greatly depending on which network is being referred to.

The Search network is the most well known network and is essentially the network people search when using a typical Google search engine. In this case, the CTRs on the ads that people click on as a result of their searches can go as high as 20%+ if the ads are located at the top of the search results. This percentage rapidly decreases the further down an ad is positioned in the search results, so that by the time your ad is at the bottom of the page, your CTR is down to around 1% or even lower.

So it is plain to see that the single most important factor in achieving a good CTR is not how good the copy of your ad is, but in what position your ad is appearing for any given search result.

When you\’re looking at the Content Network on Google\’s partner sites, the CTR has an entirely different meaning. The CTR will drop dramatically when compared with Search network CTR figures. You might see CTR figures of 0.05% which is whole lot less than typical Search network results.

However, don\’t be fooled by these low percentages. The traffic being generated in the Content Network is many times larger. With low CTRs in the Content Network you can still achieve excellent results.

But you shouldn\’t just assume that a low CTR is OK. Always try to keep your CTR over 1% or you could incur the wrath of Google and get Google-slapped! This is the undesirable way Google penalises poor performing ads that are not attracting enough clicks. Google progressively increases the CPC until the person running the ad either improves the CTR or gets fed up with the increasing expense and eventually gives up.

If your ads are in the top positions, your CTR should be in the high single digits or even double digits if your ads appear in the very top right positions and Google will reward you by lowering your minimum CPC.

Looking for more information on CTRs, then visit www.onlinesuccessmaster.com to find the best advice on how to avoid the Google slap as well.