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Why does conversion & CTR depends on CPC?

by iknowhow
5 replies
Hi,

I've noticed that ad CTR and conversion seem to depend on your PPC bid. Usually lower bids tend to convert less and have lower CTR. The only explanation I can see for this is the quality of traffic - say higher bids get displayed on better quality sites and and hence attract better quality traffic. It may also depend on a day of the week, but less likely. Is this your observation too and if yes, how do you explain it?

Also if you know a keyword has a good CTR and but low conversion, do you tweak CPC to test how the conversion changes depeding on your ad position? (top1, top2, top3 etc.)

thanks everyone for sharing their experience!
#conversion #cpc #ctr #depends
  • Profile picture of the author Daniel Ray
    Originally Posted by iknowhow View Post

    Hi,

    I've noticed that ad CTR and conversion seem to depend on your PPC bid. Usually lower bids tend to convert less and have lower CTR. The only explanation I can see for this is the quality of traffic - say higher bids get displayed on better quality sites and and hence attract better quality traffic. It may also depend on a day of the week, but less likely. Is this your observation too and if yes, how do you explain it?

    Also if you know a keyword has a good CTR and but low conversion, do you tweak CPC to test how the conversion changes depeding on your ad position? (top1, top2, top3 etc.)

    thanks everyone for sharing their experience!
    Maybe I'm wrong, but this looks like a duplicate post... I answered this same question here from you in this post: http://www.warriorforum.com/ad-netwo...pends-cpc.html
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  • Profile picture of the author speedylikesKJ
    Well if your bids are high your ranking will be high also and you get more exposure , when you get more exposure your ctr is high
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    • Profile picture of the author iknowhow
      Originally Posted by speedylikesKJ View Post

      Well if your bids are high your ranking will be high also and you get more exposure , when you get more exposure your ctr is high
      Is that so?? I think CTR mostly depends on quality/attractiveness of the ad copy, while more exposure only gives more traffic, I don' think it affects 'quality' of the audience, does it?
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      • Profile picture of the author Greedy
        Originally Posted by iknowhow View Post

        Is that so?? I think CTR mostly depends on quality/attractiveness of the ad copy, while more exposure only gives more traffic, I don' think it affects 'quality' of the audience, does it?
        What Speedy is saying is that if your bid is high, your ad will higher up on the page in regards to PPC. And if your ad is higher up on the page, you'll get a better CTR.

        Regarding quality, it depends on the network. I haven't seen anything major proving this, but an argument could be made.
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        • Profile picture of the author iknowhow
          Originally Posted by Greedy View Post

          What Speedy is saying is that if your bid is high, your ad will higher up on the page in regards to PPC. And if your ad is higher up on the page, you'll get a better CTR.
          I got it. Agree

          Originally Posted by Greedy View Post

          Regarding quality, it depends on the network. I haven't seen anything major proving this, but an argument could be made.
          Did you try the same offers with different PPC networks to see how it changes conversion?
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