As we all know, click through rate (CTR) plays an important role for the major pay per click search engines including Adwords, Yahoo! And recently MSN adCenter.
Here are some good practices to follow when accessing your campaign performance.
- Ad rank is low and CTR is high - marketers should consider increasing spend to improve rank and drive more qualified traffic.
- Ad rank is low and CTR is low - marketers should consider reassessing keyword selection and creative.
- Ad rank is high and CTR is low - marketers should reduce bid price and emphasize better performing keywords and creative.