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They found that measuring only web form conversions would result in a perceived conversion rate of 3.17% – a clear sign of an underperforming landing page. Ifbyphone performed a study in which they broke down the conversion rate of a single landing page by web form conversions and by phone call conversions. Utilize call tracking to get the full picture

In fact, Searchenginewatch found that for the Google Display Network, every 0.1% increase in CTR results in a 20% decrease in CPC.īecause CTR is such an important part of Google’s Quality Score metric for all ads, the message here is clear: play by the quality control rules, and you’ll be rewarded with more, cheaper clicks.

The better your ad is, and the higher CTR you achieve, the less you’ll be paying per click. If you’re still not convinced, take a look at this MarketingLand study that suggests inbound calls are worth 5 to 10 times more than web form leads. Even better, take advantage of the click to call functionality that’s now offered by most major ad networks for your PPC marketing.Ĭlick to call, coupled with proper campaign structure, means that you’ll basically be paying for phone calls directly to your business. In other words, you better have your company’s phone number prominently displayed on your PPC ad. 52% of people who click on PPC ads call the advertiser anyway Remarketing campaigns are simply a way of reminding people to finish what they’ve started, while subconsciously reinforcing your branding. CTR on remarketing ads may still decrease over time, but the increase in conversion rate demonstrates that remarketing campaigns are well worth your time and money.Ī huge percentage of website visitors will leave websites without converting in any way. This one’s important because it contradicts the ideas of banner blindness and ad fatigue that are so commonly repeated. Remarketing conversion rates increase over time Make sure that your PPC campaigns are mobile-optimized through and through, so you’re not missing out on this enormous and still-growing market. It’s been strongly encouraged up to this point, but it will soon be a requirement if you’re serious about competing within your industry. The time is now to ensure that your ads are completely mobile-optimized. Google drives 95% of all paid search ad clicks on mobile.