Reduction in CTR? See the reasons and what to do to reverse it!

Determining the CTR of a given campaign is crucial to managing your website traffic. With this, it is possible to identify a reduction in the number of clicks or impressions.

This makes it easier to make decisions to improve your strategies.

But, do you know what could be causing this reduction?

It is extremely important that we analyze each metric of our campaigns to determine the best way to act in critical situations.

Therefore, today I will show you all the details that can lead to the success of your business and help you reach more and more people through your strategies.

Want to understand more about the subject? Follow the text and see the tips I’ve put together for you!

What is CTR?

In fact, tracking some metrics can be very beneficial for your campaigns. In Google Ads ads, for example, this factor could not be different.

Understanding search volume, click-through rate and other metrics can give you the perspective you need to identify improvements and changes to be made.

As well, it is necessary to understand the relationship between these dimensions and, thus, define the impact that your strategies are generating.

CTR, for example, is one of those metrics that influence your paid traffic strategy.

In a way, this is a simple calculation. Basically, we divide the number of clicks on your ad by the number of impressions, that is, the number of times it was seen.

With this, you have the ability to determine:

• Gaps between campaign budgets and keyword bids;
• Relevance and quality of ads;
• Keyword competitiveness;
• Among other details.

This is a vital proportion for your business. Because, when we see a negative result in CTR, we can identify a reduction in the number of clicks, as well as in search volume.

Why is my CTR dropping?

If you haven't already applied this measure to your business, you need to start immediately!

But, if you already use the data, you may be facing difficulties in establishing the origin of a particular drop in results.

Therefore, I brought some points that can help you with this task. Want to know what they are?

Continue reading and check it out!

1. Poor Quality Score

This is definitely an underestimated metric. It is common for us not to take it into account when analyzing the effectiveness of our campaigns. But, know that it can give the answer to some of your questions.

In fact, it could be the reason for the decline in your CTR. The ad quality score is responsible for the following components:

• CTR goals;
• Relevance of your ad;
• Landing page relevance.

Therefore, this measure can directly impact the number of times your ad is eligible to be displayed. Additionally, you can determine the amount your company is paying per click.

Therefore, it should be on your radar when analyzing the reasons why your campaigns have low CTR.

To solve the problem, you can take into account the grades that Google Ads provides for your keywords, for example.

2. Low impression rate

We may come across a stable CTR metric, but with a low volume of clicks. This is because your number of impressions may be falling.

The causes for this problem can be varied. Therefore, the main solution is associated with the analysis of possible causes to determine a recovery strategy.

Below, I have listed some causes that can impact this type of index. Check out!

Seasonality

If your product or service depends on a certain period, or has sales peaks at certain times, you will definitely face problems with your ad impressions.

This is because the drop in demand directly implies a reduction in searches which, in turn, impact the impressions of your ads.

Therefore, it is important to discover a different approach for each period of time. Thus, increasing the convincing power of your ads.

Updating keywords can also provide good results, but it is important to note that this action demands time and resources from your company.

Update bid strategies

If you've recently modified your bidding strategies, it's important to make sure your goals and budget are aligned. This is because this divergence can considerably harm your number of impressions.

Therefore, make sure that, after the change, your expectations are in line with the budget made available for your campaign.

Did you like the tips?

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