impression?

[lifeislife]

How is an impression defined in the Adwords program? If I enter a search term and scroll through 5 pages and an ad appears on all five of those pages, will it be counted as 5 impressions?

Also, is there a general idea of what the average CTR is in the Adwords program?

[Dan0]

Originally posted by lifeislife
How is an impression defined in the Adwords program? If I enter a search term and scroll through 5 pages and an ad appears on all five of those pages, will it be counted as 5 impressions?
Yes, it will be counted as 5 impressions.
Also, is there a general idea of what the average CTR is in the Adwords program?
2% is the oft-quoted average.

[lifeislife]

Originally posted by Dan0
Yes, it will be counted as 5 impressions.

2% is the oft-quoted average.

Thanks!

and Thanks!

We are currently running at about 1.7%, but if I assume about 2 or 3 pages scrolling for a search term as an average, we could essentially double or triple our 'real' CTR?

:cheers:

[Mel66]

I'm not sure I would assume that everyone is scrolling through 2-3 pages before clicking. It depends on your business and what you are advertising; and on each customer individually and what they were searching for. I wouldn't make any sweeping assumptions.

And really, your conversion rate is much more important than your CTR. Our CTR went way down when Google added content targeting, but our conversion has stayed steady. Bottom line, even though CTR is down, we're getting more visitors, and sales, than we were before. If I had concerned myself only with CTR, I'd have pulled our campaign way back - and lost sales as a result. As long as your CTR isn't so low that Google disables your ads, I wouldn't fixate on it too much - unless the ads aren't converting.

Melissa

[lifeislife]

Originally posted by Mel66
I'm not sure I would assume that everyone is scrolling through 2-3 pages before clicking. It depends on your business and what you are advertising; and on each customer individually and what they were searching for. I wouldn't make any sweeping assumptions.

And really, your conversion rate is much more important than your CTR. Our CTR went way down when Google added content targeting, but our conversion has stayed steady. Bottom line, even though CTR is down, we're getting more visitors, and sales, than we were before. If I had concerned myself only with CTR, I'd have pulled our campaign way back - and lost sales as a result. As long as your CTR isn't so low that Google disables your ads, I wouldn't fixate on it too much - unless the ads aren't converting.

Melissa

Completely agree with you, Melissa.

I am not looking at CTR only, though it is one of the measures I would like to use in comparing carious marketing media. Of course, the conversion (I am assuming you mean sales) is the ultimate goal, so that metric is the most important.

But in order to compare the viability of our email campaign vs Adwords, if we look at the CTR, esp. after adjusting for multiple page views per search term, Adwords wins hands down!

Who would have thought? I was pretty certain that the focussed email campaign would work better, but I am being proved wrong, and thankfully now than thousands of dollars later :-)

:cheers: