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Google Display Network - what is a good CTR?

by rritz
4 replies
  • PPC/SEM
    • |
Hi folks,

just started using GDN, is anyone in here who has some experience with this?

What would be a good CTR, what can I hope for, what should I aim for?

To explain how I am using it, I run ads for my recording studio. I target people who live in and around the city my studio is in and I have set up a custom interest group. I target people who visited related websites: The big retailers for musical instruments for instance, musician's communities, musician related facebook groups etc.

Now these people are not necessarily looking for a studio or a rehearsal place at the moment, so compared with only search I cannot hope to get the same high click through. I mean if someone is looking for a rehearsal room in Vienna and I show my ads with rehearsal rooms I get CTRs of 4 to 25%

But in GDN what I'm doing is more or less hoping that someone who is shopping for a new guitar or has joined a musician's board is also looking for a rehearsal room.

Now what would you say, what is a good CTR in my case?

And do you have any experience if this kind of advertising does a good job for branding and generally making my business more widely known?

Thxs
#ctr #display #good #google #network
  • Profile picture of the author dburk
    Hi rritz,

    The type of marketing you are discussing is commonly called branding and awareness campaigns. In branding and awareness campaigns you should not concern yourself too much with the CTR. You definitely should not try to optimize based on CTR. Branding and Awareness campaigns work more like radio and television advertising. It's the constant repetition the burns your message into target audiences' brains for months, or even years.

    Instead of CTR, focus on optimizing conversions and conversion rates for this type of campaign. Here's a tip, set your conversion window for at least 90 days rather than the default setting of only 30 days. And monitor the view through conversions as well.

    Also focus on cross-channel stats to measure how your branding and awareness campaigns are influencing your branded organic search traffic and direct traffic. You are likely to see significant improvements in searches on branded terms, and direct traffic. You also should see a lift in conversion rates across all channels if your marketing message is connecting well with your target audience.

    There are other types of campaigns that work well targeting the Google Display Network. A campaign type you should pay particular attention to is Remarketing campaigns targeting the Display Network. Remarketing campaigns, when setup properly can be a game changer for many marketing plans. You might see a fairly high CTR and conversion rate for this type of campaign, often much better than generic search campaigns.

    Also, for your niche video ads tend to work very well. I suggest you test a few short video ads targeting Youtube to get your message in front of your target audience, and don't forget to do Remarketing for Video campaigns as well.

    HTH,

    Don Burk
    Signature

    * Get Results - Outsource Your PPC Management |
    *     Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author rritz
    Thank you Don!
    I will try video ads, never did them before but what you say makes sense.

    About conversions I have really no idea how to track. I have put a conversion pixel on the success page of the contact form but most people give us a phone call.
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  • Profile picture of the author dburk
    Hi rritz,

    You may want to setup phone call conversion tracking:



    Types of phone call conversions you can track

    There are 4 ways to track phone call conversions:

    Calls from ads: Track calls made directly from call-only ads or call extensions used in your ads. You set a minimum call length, and every call that lasts at least that long is counted as a conversion.

    Calls to a phone number on your website: Track calls made when someone clicks your ad, then calls a forwarding number we display on your website. You set a minimum call length, and every call that lasts at least that long is counted as a conversion.

    Clicks on a number on your mobile website: Track calls made when someone clicks your ad, then clicks on a phone number, button, or link on the mobile version of your website. In this case, we can only track these clicks, not the phone calls themselves.

    Import call conversions: Import call conversions that you track in another system into AdWords. This method allows more control over which calls you count as conversions. For example, you can choose to track calls as conversions only when they include sales, and include the values of these sales. This gives you more information on which AdWords ads are driving the most valuable calls for your business. Importing call conversions requires tracking call details in another system, such as a customer relationship management (CRM) application, and importing this information into AdWords.
    You also may want to implement Google Analytics, setup micro conversion tracking and pull Google Analytics metrics into AdWords for deeper insights.

    Define micro conversions

    Micro conversions are small (but valuable!) actions that users take on your site. They may add something to their cart, for instance, or download a newsletter.

    These things may not have the value of a $2,000 purchase, but they capture user actions from different parts of the research and buying process--and show you how best to speak to that audience.

    Once you import these Google Analytics goals into AdWords, you're free to customize them further. You can decide how to count them, or what the conversion window should be.

    You can monitor these different conversions and micro conversions using the 'Segment' feature to see reports by conversion name.
    I find that if you implement Google Analytics via the Google Tag Manager service it offers you far more ways to setup micro conversion tracking without the need to modify the coding of your website.

    HTH,

    Don Burk
    Signature

    * Get Results - Outsource Your PPC Management |
    *     Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author rritz
    That's good, thanks a lot. I didn't know this was even possible!
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