Why Click Through Analysis is So Important For Dealers

A Click-through rate (CTR) is the percentage of people who click on your advert after seeing it. All of the adverts and keywords in your PPC campaign have their own independent CTRs, which you will be able to view through Google AdWords. Analysing the performance of CTRs is important because this will tell you which of your adverts and keywords are successful and which need improvement.

Low CTRs

Generally speaking, a CTR below one per cent is considered to be low and cause for investigation. There are a number of reasons why the CTR of a particular keyword or ad may not be as high as you would like it to be.

Low Position

An advert positioned at the top of a search engine results page is a lot more likely to be clicked than one appearing in any other position on the page and so, if your ads are not placed highly, your CTR will undoubtedly suffer.

In order to get your ad to the top of the page, there are a couple of things that you can try. If your budget will allow it, increase your cost-per-click (CPC), or alternatively, try to increase your keyword quality score.

Irrelevance

A low CTR could suggest that your keywords are not matching users’ search queries. You should try to use just one keyword in any ad group, keeping it relevant. For example, just use “used Ford cars” and not “used Kia cars” or “used Ford vans”.

 It is a good idea to have a couple of ads running in your ad group. This way, you can split test them to make your campaign more effective.

High Competition

Your competitors could be the reason why your keywords and adverts may not be achieving high CTRs. You will be able to review your performance against that of your competitors using Google’s Auction Insights report, and from this, you can tailor your bidding and budgeting decisions to make yourself a stronger rival.

High CTRs but Disappointing Conversion Rates

Contrary to popular belief, high CTRs are not always good for your business. When you are paying per click, the clicks have to count. If you are bidding on keywords on the basis that they will make people click through to your site, rather than bidding on those most relevant to your product, you will find a lot of people leaving your site without making a purchase.

Make sure you are bidding on keywords that are relevant and affordable, so that you don’t end up paying through the nose for clicks that don’t convert.

Having said this, keep in mind that a car purchase is a big decision for most people, meaning that they are unlikely to buy it straight away after clicking on your ad, they will probably have to think about it, so do not lose faith if your conversion rate is low.

For more information on how Click Dealer can help your dealership with click through analysis as well as our comprehensive SEO, PPC and Paid Social packages, get in touch today via marketing@clickdealer.co.uk, 01782 478 220 or drop us a message through our contact page.