I'm new to adwords and I'm trying to figure out what a good click through rate on my ads would be. Does anyone have any guidelines?
The numbers quoted below seem about right for campaigns which I've run (I'd add that the most abysmal CTR I've seen was 10k:1 for a banner ad on a site which ran multiple banner ads - it ran for three months, had millions of views, and resulted in three conversions, all of which canceled within their first month).
- Low conversion rate 1:500.
- Ordinary 1:100
- Good 1:5
- Unbelievable 1:1
- Low CTR: 0.5%
- Ordinary: 2.5%
- Good: 10%
- Outstanding: 60%
A bit off topic, but this is my general proceeding to improve CTRs:
- Being ruthless with low CTRs below the average for a period (a month usually).
- Increase the max bid on the better ones if needed.
- Search for keywords similar/related to the ones with better CTRs.
- Wait until the keywords reach a decent number of impressions and repeat the process.
I often have to "fight" with the customer to get rid of general keywords with poor CTRs but a high number of impressions, but eventually is usually worth it.
I realize this is an old question, and I hope I am not opening myself to ridicule via honesty but...I have a client, who was running (although mismanaged) AdWords nearly 2 years before I started with them (a year ago).
They are a smaller, local, non-glamorous business (Junk Removal in a medium city), if their search campaigns do better than 5% CTR, I am happy. Display .1% or better makes me happy...but that is also nearly double their historical average.
Like AJweb said, anything underperforming I have to fight with them to remove...they don't really grasp relevancy in spite of numerous discussions. And if (for search) I see less than 1% CTR I take a hard look at it.