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Content Network CTR Advice?

by tehering
3 replies
  • SEO
    • |
Warriors...

When you're running a campaign on Google's Content(Display) network, what is the metric they like to see in terms of CTR?

Thanks for any and all enlightenment...
#advice #content #ctr #network
  • Profile picture of the author Lucid
    I don't know what you mean by "the metric they like to see in terms of CTR". Maybe you are trying to say "what CTR should I be achieving" or something like that.

    Let's understand something. The biggest chunk of quality is CTR which is something that is measurable. QS is not something that's picked out of thin air. In search, your CTR is compared to that of others for the same keywords and a relative number - your QS - is calculated from that.

    If you create a campaign properly and separate your search campaigns from your display, you'll notice there is no QS shown, even if you use automatic placement with keywords. Why would that be? Simply because in search, Google is dealing with one site. It's the same all the time, at least, it's controllable to be the same for every advertiser at any one time.

    In a content campaign, they have no control. Sites display ads in a variety of ways so you can't compare the CTR you get on one site against that of another. There's just too many variables which are themselves variable. Google still needs a measurement of quality and that is still CTR but now this is calculated on a site by site basis (and likely for text vs image ads too as well as other things) because the same ad on one site may get a vastly different CTR on another, yet still be of the same relative quality as a competitor's ad. So you still want higher CTRs in display campaigns but look at it site by site, not for the group where your ads may be displayed on many sites.
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    • Profile picture of the author tehering
      Very enlightening...so appreciate your input...I get it big time...
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      • Profile picture of the author paulgl
        The chosen keywords are important. Choose wisely.
        You want a straight up match for your ad and site.

        You are indeed judged by how well your ad performs.
        CTR is key no matter if it's display or search.

        It's not entirely true that you cannot control where
        your ad shows. Just exactly like search. You can
        control the same thing on display and search. You control
        the keywords. Just like search has different people searching,
        different mindsets. One person searching for some
        keyword may not like the same ads as another person searching
        for the exact same keyword. Same with the display network.

        One site might attract visitors that like your ad, some won't.

        That's the next key. Target good pages.

        And your website that you advertise also contributes to your QS.

        Here's a tip. You want a narrow audience.

        You don't want sites that have content that varies, unless you
        target just the pages you want.

        Look up "contextual targeting." That's what you want.

        Paul
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        If you were disappointed in your results today, lower your standards tomorrow.

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