The Knock On Effect Of PPC Click Through Rates

When embarking on a PPC advertising campaign, your click through rate is obviously seen as important but it's important to remember that just because nobody is clicking your ads it doesn't mean that you aren't losing out as a result. Not only does it mean that your ad campaign is proving ineffective but it could cost you in the long run in ways that you won't immediately notice.

The click through rate of a PPC campaign is used to determine quality score. A low click through rate can subsequently lead to lower ad placements and higher bid prices. As long as nobody at all is clicking on your ads then you probably won't notice the latter but it is there.

Google and other advertising networks may also consider the history of your advertising campaign account when determining the position of an ad and the final click price you have to pay. This is certainly true of Google and a bad campaign now could lead to a more expensive campaign in the future.

Due to the knock on effect that your click through rate has, it's important to hit the ground running and start off on the right foot. Greater click through rates mean more traffic to your site and can eventually lead to reduced click prices and improved ad placements on this or future PPC ad campaigns. Use targeted keywords and bid for reasonably strong positions to help make the right start in a desirable way.