Click-through performance is outside the realm of paid search

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Many marketers will argue that the job of an ad is to get clicks; the job of the offer/landing page/lead gen form/sales team is to close the sale.

Because the advertising team often does not control or even influence the post-conversion process, CTR is used as a success metric for performance that is within their purview.

It's true that clicking on an ad doesn't directly lead to leads and sales dominican republic mobile database , but the quality of the click (and the intent of the person making the click) absolutely affects the likelihood of conversion.

Using a click-through success metric like conversion rate can help marketers evaluate the true benefit of an ad, while looking only at CTR ignores the value of running high-intent ads in the first place.

Reviewing and optimizing for CVR is especially important in the RSA environment, where an ad designed to get irrelevant clicks may increase CTR but lead to fewer conversions.

Google is currently promoting the idea that colorful headlines increase CTR and conversions, but there is little supporting data.

Their documentation claims that increasing the number of ad headlines and following other recommendations increases conversions by 12%, but this claim is based on a two-day data range selected from several years of RSA running.

So is CTR just a useless metric?
Although CTR is no longer the measure of relevance and ad quality that it once was, it is still a useful metric. CTR offers quick feedback on newly launched assets, which is especially valuable when budgets are small and conversions are slow.

CTR evaluation is also useful when reviewing an ad against a keyword text segment to identify mismatches between keywords and ad text.

This data can help you make decisions about pausing or removing assets, creating new ad groups, or tightening/clarifying existing communications.

Moving to a conversion-focused PPC framework
As part of Google's drive to drive more clicks year-over-year, it's better to qualify clicks than to earn them.

Improving your CTR is often better achieved by lowering the denominator than by increasing the numerator, and a lower CTR is better than a high CTR if the additional clicks don't convert for your business.

By removing the CTR priority when evaluating your ads, you'll be able to focus on messages that more specifically appeal to your target audience, improving your ad performance.