If your primary source of income for your website is PPC/CPC ads then you should already know how your important click through rate is. Even with CPM ads your pay rate will decline if you aren’t getting any clicks. So let’s face it, your CTR is very important to your advertising campaign regardless of what types of ads you are serving.
Let’s take into account that “normal” or “average” CTR is less than 4 percent (generously), and is usually closer to around 1 percent. If you are above 1 percent then you are probably doing a lot better than other’s reading this article. At 1 percent, this means that for every 100 page views, 1 ad is clicked. Which isn’t bad if you’re getting enough visitors.
Fact. Your ads should look similar to your content. Not to the point that you are tricking users into clicking your ads, but to the point that it naturally blends into your content. Most internet users have developed what is called “ad blindness,” which means they don’t even notice ads that look like ads. You don’t want them to be oblivious to the ad, you want them to be genuinely interested in clicking it. This won’t happen if they don’t notice it.
The Fold. Ads that are “above the fold” generally have a better chance of being noticed. If content is above the fold, it means that the user doesn’t have to scroll to see it. This content is more likely to catch the eye. Placing content below the fold can work as well, but it should be strategically placed. For example, a tower ad near the right where the scroll bar is will get attention if the user goes to scroll down. Or an ad at the very end of an article, provided the article is interesting enough for the user to finish reading.
Less Is More. I know how tempting it is to link to your other pages and articles, but the more links on the page, the more clicks that aren’t ad clicks. You want to leave the reader wanting more information. If your ads are relevant then they are more likely to click them.
Experiment. There is no setup that can’t be improved. The best way to increase CTR is to try out different ad placements and styles. Switch it up for about a week at a time and see how it effects your click through rate. You may increase your CTR from 0.5% to well over 2%.
Thats all for now. As always, thanks for reading.