Description

One of the most commonly asked questions about optimizing content campaigns is "what is a good click through rate?" The short answer...well...it depends. Your click  through rate is going to vary based on: your account structure (keyword themed or placement targeted) the types of sites you are targeting (general or targeted, top domain or specific pages) the ad formats that you are using (text, image, video, mobile)

Transcript

How to Asses a Good Content Network CTR This is Rookie and I wanted to use Rookie for an example. I wanted to talk about click through rates, and the content network, and exactly how that works, and answer questions that have come up recently about what’s a good click through rate in the content network. Well, Rookie is a six year old boxer, and if someone came to me and they said “Shelley, what do you feed your boxer, and how much do you feed your boxer?” You know, it would be really tough for me to say exactly what I need to feed a boxer unless I had more information. Is it a young boxer? Is it a puppy? Is it just a few months old? Is it an older dog? Is he a little overweight? Is he active? Is it a pregnant dog? There’s so many different factors that could affect exactly what you feed your dog, and how much. Well, the content network is very similar to that. So, basically, your click through rates and your expectation is probably going to depend on a number of factors. It might depend on what types of sites that you’re targeting. Are you targeting very general sites? Very high traffic sites, where there’s a lot of content, a lot of topics going on? Are you targeting very niche-specific sites, very targeted for your audience? It could depend on your strategy. If you’re doing placement targeting and display ads, then maybe the expectation for your click through rates is going to be much higher than if you’re doing text ads and you’re being shown on MySpace or the New York Times, or something like that whether it’s just a lot of traffic and a lot of general conversations going on. Basically, there’s not an answer on what is the expectation for what’s a good click through in the content network. There are some great articles that talk about averages, but really set your expectations based on your account, your account structure, the types of sites that you’re targeting, and also the types of ads that you’re working with. Hopefully, that will help you in answering the question “what is a good click through rate for the content network?”