CTR（点击率）

CTRs, or click through rates, are an integral part of pay-per-click (PPC) marketing campaigns. This metric reflects the ratio of the number of clicks an online ad receives during a campaign to its number of impressions, or the times the ad was seen.

点击率以百分比的形式表示。这是获得此指标的公式：

单击速率=（n点点击 / n的印象数量）x 100

例如，如果广告中的广告收到20次点击和100个印象，则单击的速度为20％。这使您能够评估PPC营销活动的成功，因为它将显示一个广告的引人注目以及有多少人对它的感兴趣，可以单击它。

Other elements that measure click through rates are:

• Landing page calls-to-action
• 超链接
• 搜索引擎结果

Generally speaking, getting a high click through rate will show you that your ad and its elements were relevant. On the flipside, getting a low click through rate means that your ad wasn’t effective or didn’t engage your target audience enough.

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为什么点击率相关？

Apart from measuring the success of your PPC campaign, your click-through rate directly affects your Quality Score. Developed by Google, your Quality Score measures how relevant and how high-quality your PPC ads and keywords are. This Score is dependent on several factors:

• The CTR of your campaign
• The relevance of your chosen keywords to your industry
• The quality of your landing page
• The overall performance of your Google Ads account, including past campaigns
• The quality and relevance of the text in your ads

Google has not released how much each component weighs when it comes to determining your Quality Score, but the CTR is one of, if not the most, important factors. Your quality score will identify how much you need to pay (cost per click) and your overall ad rank.

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How Can You Get a Good Click Through Rate?

在点击率指标可能有所不同dustries. There is no specific number that identifies a “good” click through rate because this is wholly dependent on the type of campaign you are running. However, it is best practice to aim for a high click through rate. Here are some steps you can take for your next PPC ad campaign.

• Craft strong copy with one to two keywords.

Your ad copy refers to the ad’s body and headline. You need to write a clear, compelling copy that is easily digestible and evokes emotion to resonate with your target audience. If your ad copy is too wordy and does not seem relevant to your overall brand message, the ad will not perform as well as you want it to.

Apart from optimizing your ad copy, incorporate one to two keywords that are relevant to your brand. Doing this will help your ad reach your intended audience, and it will make your ad more easily found by consumers online.

• Experiment with relevant hashtags

LinkedI188滚球地址n，Twitter和Facebook之类的社交平台已重点放在发布和运行广告系列时使用主题标签。不同的行业具有不同的高性能主题标签，您使用的主题标签应与您的其余广告副本有关。

• Do research on the appropriate keywords to integrate

Keyword research will help you find the right keywords to incorporate into your ad copy. Highly relevant keywords can help drive traffic to your site, and long-tail keywords can also help boost your ad’s success.

• Incorporate high-quality images

High-quality visual content can impact your ads’ performance, increasing your click through rate. However, this will depend on the marketing channel you use. Do A/B testing to determine the best types of images for your intended marketing channel and your brand.

• Drive your ads to a well-designed landing page of your ads

这是点击后体验的一部分。重要的是要确保登陆页面足够引人注目且易于浏览，以便访问者会留在上面。在开发和优化目标页面时，请考虑：

• Making load times much faster
• Creating a contrasting CTA button
• Message matching
• Keeping the branding consistent between your ad and landing page
• Personalizing the landing page according to the audience segment