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What’s a Good Click Through Rate?

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What’s a Good Click Through Rate?

click-through-rate

People always say that marketing is a numbers game. Or at least I assume they do. To be honest, I’ve never heard anyone say that out loud. Well, if they don’t say that, they really should. Marketers understand that most of the stuff we put into the universe will fall on deaf ears, blind eyes and full stomachs. It’s a hard job to get people to click on your ads and emails. The average person sees around 6,000 to 10,000 ads every single day, so in order to click on one, something has to really catch their eye. So, you put your ads out there and you send your marketing emails, good for you. Are people opening them? If so, what is a good click through rate? Let’s figure this out.

What’s a Click Through Rate?

If you’ve never heard of a click-through-rate (CTR), it’s the ratio that shows how often people who see your ad end up clicking on it. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. It’s an easy calculation and that most ad platforms will do for you and is a good gauge of how your ad is performing. CTR can tell you which ads, emails, and keywords are working for you and which need to be improved.

Good Click-Through Rate

What’s a Good Click Through Rate For Email Marketing?

Email marketing is a beast all unto itself with its own special rules. I mean, just think about what it takes for some to actually fully convert on a marketing email. First, the email has to be delivered to their inbox. Then, the recipient has to be so intrigued by the subject line that they open the email. It’s hard enough to get me to open an email that isn’t trying to sell me something. Then, the message itself has to be so compelling that the recipient must now click on the call to action. That’s three different steps just to convert one email.

Yet, despite all this, email actually has some of the highest click through rate out of any marketing platform. In fact, a good click through rate for email marketing is about 10% to 20%. As we go on, you’ll see that’s pretty dang high. That’s a good CTR. Average CTRs for ecommerce marketing emails are generally lower. Somewhere between 3-4%.

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How Can I Increase CTR for Email Marketing?

You expect me to give away industry secrets like that? Okay, sounds good. 

  • Best Practices – These aren’t just for nerds and do-gooders. Make sure to clean out your email lists, getting rid of unengaged subscribers, which increases your deliverability.
  • Catchy Subjects – Keep ‘em short. Keep ‘em relevant. Keep ‘em clear. A great subject can not only convince someone to open an email, it can also convince them to check out your website.
  • Optimize For Mobile – Duh. More and more people do everything on their phone. So to get lots o’ clicks, you have to make sure that modules are stacked correctly and images are the correct size on mobile devices.
  • Urgency – People are way more likely to click if they think they’re about to miss out on something. I mean, don’t take advantage of clinical FOMO, but if there’s a promo about to end, it’s important that people know about it.
  • Video – The mere mention of a video in your subject line can boost your CTR by 9%.
  • Send At The Right Time – Different kinds of emails have different optimal send times. Google which is best to send when and you can make sure to catch people when they’re most likely to click.
Good Click-Through Rate

What’s a Good Click Through Rate for Other Marketing Platforms?

Of course, email marketing should be a huge part of any marketing strategy, but what about the other pillars? 

Google Ads

Google Ads are sponsored search results. They are Pay Per Click (PPC) which means you only pay for them when someone actually gives your ad the ol’ clickeroo. As such, they have a relatively good return on investment (ROI). Generally, a good click through rate for these would be about 6-7%. If you’re in that range, it means you’re running an extremely successful campaign. However, CTR is not the end-all-be-all data point with Google Ads. With PPC ads in general, it’s better to focus on the ROI since you only pay for the ads that are clicked.

Facebook Ads

Get ready for a doozy. Facebook ads have a much lower click through rate than Google Ads. This is because people usually go to Google specifically to find something. No one is popping on Facebook to ask where the nearest shoe store is. They go there to socialize and see what their high school bullies are up to (not doing too great, are you Curtis). Since these are seen more as a necessary evil, a good Facebook ads CTR is somewhere around 0.89%. Of course, this varies based on your industry. For instance, finance businesses can expect a much lower CTR on Facebook (around .58%) while the pet industry goes above and beyond with a CTR around 1.68%. Who would have thought that cute animals would do well on social media.

Banner Ads

Another type of Google ad is the banner ad. These are those digital billboards at the top or side of most websites. Through the Google Display Network, you can advertise your product or service to over two million (!!!!) websites, videos and apps. Still, they tend to have an even lower click through rate than Facebook. Expect a solid CTR to be around 0.46%.

first party data

How Can I Increase CTR For Other Marketing Platforms?

There are a few simple things you can do across these other platforms to boost those clickies.

  • Know which keywords to use – The right keywords can ensure people find your business. 
  • Narrow your audience – Know who your audience is and target them directly. This ensures your ad goes to only the most likely to want your service.
  • Good copy – This is a no-brainer. But people are seeing thousands of ads per day. What will make them stop scrolling and click on you?
  • Keep it the right length – Facebook recommends that advertisers keep their ad headlines as short as 25-40 characters in length. This is good to remember across all platforms. No one’s trying to read a novel here.
Good Click-Through Rate

Go Off And Get Clicks

Now that you have some goals for CTRs across your marketing channels, the next step is to get the clicks! Go on and make some fun emails and killer ads. KARMA jack succeeds when you succeed, so let us know if you need any help. We’d love to be there for your CTR journey.

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