With search engines charging for clicks and not impressions and typically being considered a direct response channel, you may be forgiven to think that there’s little need to optimise for click-through rate (CTR). However, since CTR is the majority factor to determine the so-called quality score, which impacts the cost-per-click (CPC), this will affect the success of the campaign; regardless of if objectives are sales, leads or traffic.
Why are search engines doing this? The adverts CTR is an important signal of “quality” for search engines. The logic is that if the advert matches the users query, they will click it. Therefore the higher the CTR, the more relevant the advert is assumed to be. And of course, since the search engines charge advertisers per click, their revenue increases.
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