15 Mar 18
16 Oct 18 7:56 am
Here are a couple of additional things to consider when determining your ideal click-through rate for paid search:
Typically click-through rates for search ads are higher than click-through rates for ads on the display network. That’s because display ads aren’t so closely match to intent, and are often more about generating brand awareness than immediate conversions.
Ads tied to “softer” conversions, like a free quote, tend to generate higher click-through rates than ads for high-ticket items like enterprise software.
Ads for brand keywords drive some of the highest CTR’s of all and can raise your overall account Quality Score.