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Expected CTR for ads on industry websites

by ueon
5 replies
Some of these financial news portals like bloomberg are charging $132 CPM. What sort of CTR can I expect if I'm running an ad offering financial services?
#ads #ctr #expected #industry #websites
  • Profile picture of the author WillR
    How long is a piece of string...?

    There are no definite answers in marketing. It's all about testing. You won't know until you run your particular ad on that page. Two ads running on the same page will almost always have different CTR's. There are far too many variables for anyone to give you any worthwhile answers.
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  • Profile picture of the author Evocess
    I would agree with Will.
    You can't measure the exact CTR of your ad unless your ad is already working.
    CTR will also depends on how and where you put your ads.
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  • Profile picture of the author ueon
    I know it's a really open ended question, but all i'm looking for is a ballpark number

    I wouldn't expect anymore than 0.7% for adwords, but can I expect over 3% in this industry pages? Would it be a realistic expectation?
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    • Profile picture of the author WillR
      Originally Posted by ueon View Post

      I know it's a really open ended question, but all i'm looking for is a ballpark number

      I wouldn't expect anymore than 0.7% for adwords, but can I expect over 3% in this industry pages? Would it be a realistic expectation?
      I'm really not sure what you want to hear.

      You can't 'expect' anything.

      It all comes down to your ad and the page it is placed on. There are way too many variables at play.

      What are you really hoping to achieve with this question? How about I say you can expect a CTR of 4.0. Does that mean you will now go and run the ads? What if I said a CTR of 0.0004. Would you not go and run the ads?

      My point is what anyone tells you is meaningless. All that will matter is the CTR your ad actually gets and none of us can predict that at all. I have ads on Facebook getting a CTR of 0.7. There are lots of people with ads on Facebook getting CTR's of 0.01 and lower. Exact same traffic source, very different CTR's. See what I mean. Any figures given to you are just meaningless.

      You need to test it, that's the only way you will know.

      It's like asking someone to predict the sex of your child. How accurate would that be?
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      • Profile picture of the author SantiSantana
        I think you should contact them individually and ask for their media kits. Explain your needs and they will most likely help you out with any queries you have.

        A few pointers you should keep in mind:

        - If you are asking for CTR I'm going to assume you already have tested your conversions on the landing page you are sending those clicks to. If you haven't, you could waste a lot of money by sending targeted leads to a page that won't convert them. If you want to use this campaign specifically for that, that's also a possibility, as long as you keep in mind you are testing ( at $132CPM it's a somewhat pricey test but if you have a solid plan behind it it's all good.

        - Budget and targets: If you want your ads on the front page you can expect a big expense unless you limit the number of prints. At the same time you won't be really targeting too much there so CTR should be lower than if you, say, put your ads in the section dedicated to financial planning (if there's such a thing in your chosen media).

        - Horses for courses: This old adage applies here as well. If you specialize in financial advice or services for those nearing retirement you won't get great CTR in the young entrepreneurs section.

        Try and get your ads in front of the right audience. You will get less people seeing it but your ad will be more relevant to them. If you have a broad range of services and customer profiles, by all means get a different ad for each profile so you can reach your prospects with the right message every time.

        - Copy: Your copy, both in your ads and in your sales letter will be one of the most important defining points of your campaign performance, if not the most. Get it wrong and you will fail both at getting prospects to click and at the conversion and closing stage. There goes your hard earned cash.

        - Design: There are a couple of things in your design that could help CTR. Remember all those people selling "how to make money with adsense" ebooks and courses a few years back? The reason Google started going at them could have been that they were so damned good at making people click, even if "by accident" that advertisers probably saw a lot more clicks than sales.

        Now this would be a bad thing if you are paying per click but if you are paying CPM you can still get a trick or two from them. You wont have much control on the location of the ads as there will already be assigned places for them ( so no mixing them up with the body of the article and things like that) but you can try making the ad look like an integral part of the site by mimicking the font, the color scheme and maybe even the layout of the ad itself.


        I found your question rather interesting and started digging a bit. A search for "CTR of financial ads" throws a few interesting links. the first one that caught my eye was this article that you might find a worthwhile read. It even has a figure that you might find of use for referencing, as well as a few tips to improve both CTR and conversions.

        I would continue researching but I'm just out of work and very tired. Hope this helps.
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