PPC Management Terms

After a small time away I welcome you back to the latest addition to my PPC Campaign Glossary. There are so many key areas to a well maintained PPC Campaign, from keywords to ads all have their own part to play in fielding a targeted and sucessful account that will hopefully return the goodies.

I have touched on many different areas in my last glossary posts like Keywords and CPC’s of your account but at this point in the Google Cycle I must mention one of the most important terms that is used heavily in determining the Quality Score of each of the ad groups within your campaign. 

That term is CTR – Click Through Rate

Click Through Rate (CTR) is calculated by dividing the total number of clicks ( number of people clicking on your ad and visiting your site) by the total number of impressions ( number of times your advert is shown on the search page) and multiply this by 100 to give you a percentage %.

Google will use this calculation along with many other factors to award each individual keyword a quality score. A high CTR will yield a qood quality score however a low CTR can suggest that the ads and keywords are not targeted and therefore yield a low quality score. This process gives advertisers the ability to weed out any non targeted ad groups or separate keywords into their own groups and create more targeted ad text for these search terms.

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