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You probably know that click-through rates are valuable pieces of information when you’re gauging the performance of your digital or email marketing campaign. But understanding CTRs beyond their core purpose of showing the number of clicks to your site is key to using these metrics to help you design a smarter and more efficient campaign.
CTR can’t stand on its own. In order to measure the number of clicks to your site there’s a simple formula used to calculate your CTR:
Number of clicks/Number of impressions x 100
That means if you have 12 clicks to your site and 120 impressions you have a 1 percent CTR.
Does 1 percent CTR seem low? Consider what you want your call to action to say to consumers. Do you want them to spend more time on the page to engage with content like an image gallery or video? If your CTR is low but the time spent on your page is close to a minute or more, don’t knock the low CTR – that metric could be telling you that although your content is strong, your call to action and keywords may be weak.
Lower CTRs usually indicate your ads and keywords need to be tweaked to attract the right customers ready to take action on your product, service or website. You can pay for those clicks (using programmatic) or you can achieve them organically by working with a team of marketers, editors and designers who understand how to make your business visible to the right readers.
That’s where City/Studio comes in. Attracting the right audience is more than a metric. Because, even though programmatic tricks like using a pay-per-click campaign might give you the CTR numbers you want, it won’t tell you about the emotional response consumers have after visiting your site and engaging with your brand.
Click here to see how our team works to build a strategy that puts your brand in front of the right eyes through print and digital campaigns.
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