Reduce Damaging Your AdWords Click Through Rate

We spend big amount of money to advertise so obviously we want verification the advertising are running as anticipated. For traditional ads we choose the newspaper to publish our advertisement, or listen accurately for our advertisement to play on the radio.

The Online Urge

With online advertising it's easy to verify our advertisements by doing Google searches. If our advertisement shows up we have the required verification. Peaking at our own advertisements with a Google search can skew data and spoil your AdWords performance. Here is why:

 

Looking Your Ad On Google is a Big NO NO!

Unlike traditional advertising, in online advertising you'll find statistics and data for every little thing, including exactly how many times your advertisement is seen. When your ad is viewed it is known as impression and an impression becomes recorded every time your advertisement is viewed, even it is seen by you.

CTR (Click Through Rate) is a crucial metric counts the impressions and the total number of times your ad is clicked.  The theoretical CTR formula is: Clicks / Impressions, shown as a percentage.

Here is a sample; if hundred people saw your advertisement and twenty clicked on it you would've a CTR of twenty percent.  If thirty people visited on the ad, the click through rate would be thirty percent.

 

How CTR (Click Through Rate) Effects Your Ad Position

 

Always keep in mind, Google only gets paid when the ads are clicked, that is why Click through Rate is a crucial ad ranking criteria for them.  Google analyzes your click through rate history against competitive promoters to decide which ads show up at the bottom or top of their webpages.  Ads with higher click through rates have a greater chance of achieving higher ranks and better positions.

 

Impressions Without Clicks Decrease Click Through Rate

When we wishes to look for our own advertisements, we don't have any intention of clicking on them because that would cost money.  Our intention is to confirm the ad is displaying and maybe how it's placed.  Every time we find out our ads we trigger an impression without a click and that decreases our click through rate.  Every time your advertisement gets an impression without a hit, it badly effects on your click through rate.  Here is a sample; suppose throughout a month your ad had hundred impressions and twenty clicks.  Your click through rate is 20%.  However, throughout the month you saw your ad at Google 10 times so your click through rate could've been 22% (twenty clicks divided by ninety impressions) rather than 20%.

I understand that 22% versus 20% does not look like that big, but if your competitors aren't searching their own advertisements, their click through rates will be higher than yours. So your ad drops a couple of steps in Google's ad position.

 

Apply the Simulator to Examine Your Ad

Rather than searching out your advertisement on a live search and badly affecting your click through rate you can observe your advertisement with the help of "Ad Preview and Diagnosis" tool without making an impression.

  

Final Thought

If you are facing trouble managing your adwords account, you can always hire an adwords expert. You can hire me as your adwords consultant. My company is a Google partner company and I am currently managing multinational clients accounts with 100% success rate.