The Importance of High CTR
This small pic that I’ve taken from one of established campaigns perfectly shows what high CTR can do to your actual CPC and position.
Notice that even with higher set bid for exact keyword I pay waaay less than my bid is, due to high CTR on this keyword. And even with lower set bid for phrase match, I’m paying close to my set bid and holding a lower avg position. The CTR is lower (but not bad at all – 6%) the average bid for this keyword is 3-4$ in top 3 positions.
I’m running this campaign for 1 year now, and I did multiple tests on different variations of my ads.
What I know for sure is – in this super-competitive market (and this keyword) you have to analyse each competitor’s ad and landing page and develop your own unique angle, or USP.
Recently I’ve made 2 changes in my headline and above the fold subheadline, and found a combination that literally turned this whole campaign from break-even in Oct to profitable this month. Just headline on the landing page and people start to buy more than before… I’ve had a day when I’ve made over 500$ on around 100$ spent, bringing my ROI to 400% that day.
The average # of sales also increased, however sometimes I have days with no sales at all… Pretty common for this niche.
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