You should be obsessed with unicorns, too! Too many marketers settle for boring donkeys when there are magical unicorns just waiting to be discovered. Unicorns that will save you money and make you money!
But unicorns aren’t my only obsession. I have another: increasing click-through rates.
surprisingly benefits of high ctr
Obviously, CTR is important in PPC marketing. A higher CTR means a higher Quality Score, which reduces your CPC and improves your ad rank.
But it goes much further than that.
A remarkable CTR is not only the most important thing in AdWords, vanuatu cell phone database but it is also extremely important for other marketing channels. These include organic search, CRO, social media, and email marketing.
Here are five surprising benefits of having a remarkable, unicorn-worthy CTR across all your marketing channels.
great CTR
Much Higher Ad Impression Share
You get big discounts from having a high CTR. Namely, a lower cost per click, which really adds up as clicks accumulate.
This is true not just of vanilla search ads, but all Google properties, whether we’re talking about the Google Display Network or Gmail Ads.
But a remarkable CTR doesn’t just impact CPC. It also impacts your impression share – how often your ads show up in the first place.
On the Google Search Network, every increase (or decrease) of 1 point in Quality Score can make a huge positive impact on your impression share:
quality score vs impression share
If you can increase your Quality Score by one point, your impression share on average will increase by about 6 percent on desktop.
This is even bigger deal on mobile, where impression share is twice as competitive.
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We recently conducted research to test whether achieving above-expected user engagement metrics results in better organic rankings. We observed an unmistakable pattern: