-
-
Network With Randall
Yes, CTR is Over-Rated!
September 7, 2008 | Filed Under Google, PPC, SEM
One of the first questions a potential client is sure to ask when seeing if we will be a good fit for each other is “what kind of Click-through-rate will you be able to get me?” I take a deep breath and get ready to see if they will be able to work with me…”I don’t really think CTR is important” I reply. At this point they either hang up the phone or they ask “what do you mean it’s not important? Isn’t that how they determine Quality Score?”
The latest Dynamic Quality Score shake-up really backed up what I have been saying.
1. CTR does NOT matter.
2. Content is King.
3. Conversions really are all that should matter.
The more you as a potential client have been exposed to CTR based PPC optimization the harder it is to break away from this shallow thinking. PPC marketers have a history with CTR and it is time to break free of this bad traffic generating metric. If it doesn’t convert, and there is a high CTR, that is bad.
Nothing will bleed your budget and ruin ROI like a high CTR that does not convert.
Trackback URL for this post: http://marketingcurve.com/2008/09/07/yes-ctr-is-over-rated/trackback/
Comments
Got something to say?
-
Recommend Resources
