Posts Tagged ‘CTR’

Handbook For Buying Brand Keywords in Search

Friday, May 4th, 2012

Brand names receive a higher CTR on search results than a generic equivalent (think ‘Kleenex’ instead of ‘facial tissue’) and so it is a common practice to input a brand’s name (even if that name is not the advertiser in question) as a keyword when buying ads. The FTC does have some rules governing mentioning a competitor by name in an ad, but the keyword buying method does not broach those rules. There are however, some best practices to follow when engaging in this method. Ted Ives is an SEO expert and he has some suggestions for the social media agency that engages in this practice.

brand-keyword

There is some fuzziness about what qualifies as a trademark. Google has an unwritten policy that it does not investigate the issue as long as the potential trademark is not used in the copy of the ad or if there is not a complaint filed. Despite the haziness it is a common practice to keyword a brand name, a competitor’s product name, a website and model numbers of a competitor. One error often seen though is that brands do not double-check their keywords for alternate meanings. This double entendre will create impressions that have zero chance of being clicked on, a waste of resources.

Another issue that is significant is the use of a brand’s own trademarked information within a keyword. This does sometimes happen, but it is cautioned against because it eats away at the organic potential for returns in a search engine. If the competition is tight between, then it may be worth the hit to organic listings. If the brand in question is not well known or is in a saturated market (restaurants), then it is probably worthwhile as long as the other necessary keywords are covered.

It is a complex and interesting field about managing search ads and the social media agency needs to be aware of those complexities. While the Ted Ives essay is not quite comprehensive it is a fantastic starting place with links to other more comprehensive guidebooks.

Guidelines to bidding on competitor’s brands and trademarked phrases

Time to Reevaluate Clickthrough Rates

Friday, April 27th, 2012

The debate over the value of clickthrough rates (CTRs) is heating up. Always looking for a new and better metric has been the firm comScore and now there is a new report to back up its argument. The new study contends that there is almost zero correlation between clicks and conversions. Instead of looking to CTR, the social media agency ought to instead look at hover time and ad viewability.

Clickthrough Rates

This new study only measures the metrics for display advertising. Even though there are other types of ads, display ads dominate the market so the flaw may not be significant to the study’s findings. The scope of the study is quite large: 263 million impressions over nine months and 18 advertisers.

An average of 31% of the impressions were never seen partly because they were below the fold. On some websites that number was as high as 91%. The study then measured four metrics on conversion rates. Clicks showed a correlation of .01, which is not at all close to significance. Gross impressions fared better but a still anemic .17. Viewable impressions was .35 and the top performer was ad hover/interaction at .49.

Of course, there has been mounting evidence for years, 2008 was the first serious criticism of CTR, and yet the click remains the measure by which prices and charges are given to advertisers. The social media agency may need to wait until TV-like metrics are finally deployed for internet viewers.

Clicks Don’t Correlate With Conversations