{"id":696954,"date":"2025-10-28T01:20:15","date_gmt":"2025-10-27T22:20:15","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/"},"modified":"2025-10-28T01:20:15","modified_gmt":"2025-10-27T22:20:15","slug":"why-a-lower-ctr-can-be-better-for-your-ppc-campaigns","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/","title":{"rendered":"Why a lower CTR can be better for your PPC campaigns"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a40b426171b8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a40b426171b8\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/#High_CTRs_dont_always_mean_success_Focusing_on_qualified_clicks_and_impression-based_metrics_can_lead_to_stronger_ROI_and_conversion_rates\" >High CTRs don\u2019t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/#The_problem_with_chasing_high_CTRs\" >The problem with chasing high CTRs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/#B2B_companies_must_pre-qualify_searchers\" >B2B companies must pre-qualify searchers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/#How_to_balance_CTR_and_conversion_rates\" >How to balance CTR and conversion rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns\/#Focus_on_your_ideal_customers\" >Focus on your ideal customers<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"High_CTRs_dont_always_mean_success_Focusing_on_qualified_clicks_and_impression-based_metrics_can_lead_to_stronger_ROI_and_conversion_rates\"><\/span>High CTRs don\u2019t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Many PPC advertisers obsess over click-through rates, using them as a quick measure of ad performance. <\/p>\n<p>But CTR alone doesn\u2019t tell the whole story \u2013 what matters most is what h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ens <strong>after<\/strong> the click. That\u2019s where many campaigns go wrong.<\/p>\n<h2 id=\"the-problem-with-chasing-high-ctrs\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_problem_with_chasing_high_CTRs\"><\/span>The problem with chasing high CTRs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Most advertisers think the ad with the highest CTR is often the best. It should have a high Quality Score and attract lots of clicks. <\/p>\n<p>However, in most cases, lower CTR ads usually outperform higher CTR ads in terms of total conversions and revenue.<\/p>\n<p>If all I cared about was CTR, then I could write an ad:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cFree money.\u201d<\/li>\n<li>\u201cClaim your free money today.\u201d<\/li>\n<li>\u201cNo strings attached.\u201d<\/li>\n<\/ul>\n<p>That ad would get an impressive CTR for many keywords, and I\u2019d go out of business pretty quickly, giving away free money.\u00a0<\/p>\n<p>When creating ads, we must consider:<\/p>\n<ul class=\"wp-block-list\">\n<li>Type of searchers we want to attract.<\/li>\n<li>Ensure the users are qualified.<\/li>\n<li>Set expectations for the landing page.<\/li>\n<\/ul>\n<p>I can take my free money ad and refine it:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cClaim your free money.\u201d<\/li>\n<li>\u201cExplore college scholarships.\u201d<\/li>\n<li>\u201cDownload your free guide.\u201d<\/li>\n<\/ul>\n<p>I\u2019ve now:<\/p>\n<ul class=\"wp-block-list\">\n<li>Told searchers they can get free money for college through scholarships if they download a guide.<\/li>\n<li>Narrowed down my audience to people who are willing to apply for scholarships and willing to download a guide, presumably in exchange for some information.<\/li>\n<\/ul>\n<p>If you focus solely on CTR and don\u2019t consider attracting the right audience, your advertising will suffer.\u00a0<\/p>\n<p>While this sentiment applies to both B2C and B2B companies, B2B companies must be exceptionally aware of how their ads appear to consumers versus business searchers.\u00a0<\/p>\n<h2 id=\"b2b-companies-must-prequalify-searchers\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"B2B_companies_must_pre-qualify_searchers\"><\/span>B2B companies must pre-qualify searchers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you are advertising for a B2B company, you\u2019ll often notice that CTR and conversion rates have an inverse relationship. As CTR increases, conversion rates decrease.<\/p>\n<p>The most common reason for this phenomenon is that consumers and businesses can search for many B2B keywords.\u00a0<\/p>\n<p>B2B companies must try to show that their products are for businesses, not consumers.<\/p>\n<p>For instance, \u201csafety gates\u201d<em> <\/em>is a common search term.\u00a0<\/p>\n<p>The majority of people looking to buy a safety gate are consumers who want to keep pets or babies out of rooms or away from stairs.\u00a0<\/p>\n<p>However, safety gates and railings are important for businesses with factories, plants, or industrial sites.\u00a0<\/p>\n<p>These two ads are both for companies that sell safety gates. The first ad\u2019s headlines for Uline could be for a consumer or a business.\u00a0<\/p>\n<p>It\u2019s not until you look at the description that you realize this is for mezzanines and catwalks, which is something consumers don\u2019t have in their homes.\u00a0<\/p>\n<p>As many searchers do not read descriptions, this ad will attract both B2B and B2C searchers.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"871\" height=\"574\" http: alt=\"OSHA compliance - Google Ads\" class=\"wp-image-463774\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/OSHA-compliance-Google-Ads.png 871w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/OSHA-compliance-Google-Ads-768x506.png 768w\" data-lazy-sizes=\"(max-width: 871px) 100vw, 871px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/OSHA-compliance-Google-Ads.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"871\" height=\"574\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/OSHA-compliance-Google-Ads.png\" alt=\"OSHA compliance - Google Ads\" class=\"wp-image-463774\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/OSHA-compliance-Google-Ads.png 871w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/OSHA-compliance-Google-Ads-768x506.png 768w\" sizes=\"(max-width: 871px) 100vw, 871px\"><\/figure>\n<\/div>\n<p>The second ad mentions Industrial in the headline and follows that up with a mention of OSHA compliance in the description and the sitelinks.\u00a0<\/p>\n<p>While both ads promote similar products, the second one will achieve a better conversion rate because it speaks to a single audience.\u00a0<\/p>\n<p>We have a client who specializes in factory parts, and when we graph their conversion rates by Quality Score, we can see that as their Quality Score increases, their conversion rates decrease.\u00a0<\/p>\n<p>They will review their keywords and ads whenever they have a 5+ Quality Score on any B2B or B2C terms.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1427\" height=\"806\" http: alt=\"Image 88\" class=\"wp-image-463773\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/image-88.png 1427w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/image-88-768x434.png 768w\" data-lazy-sizes=\"(max-width: 1427px) 100vw, 1427px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/image-88.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1427\" height=\"806\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/image-88.png\" alt=\"Image 88\" class=\"wp-image-463773\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/image-88.png 1427w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/image-88-768x434.png 768w\" sizes=\"auto, (max-width: 1427px) 100vw, 1427px\"><\/figure>\n<\/div>\n<p>This same logic does not apply to B2B search terms.\u00a0<\/p>\n<p>Those terms often contain more jargon or qualifying statements when looking for B2B services and products.\u00a0<\/p>\n<p>B2B advertisers don\u2019t have to use characters to weed out B2C consumers and can focus their ads only on B2B searchers.<\/p>\n<h2 id=\"how-to-balance-ctr-and-conversion-rates\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_balance_CTR_and_conversion_rates\"><\/span>How to balance CTR and conversion rates<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As you are testing various ads to find your best pre-qualifying statements, it can be tricky to examine the metrics. Which one of these would be your best ad?<\/p>\n<ul class=\"wp-block-list\">\n<li>15% CTR, 3% conversion rate.<\/li>\n<li>10% CT, 7% conversion rate.<\/li>\n<li>5% CTR, 11% conversion rate.<\/li>\n<\/ul>\n<p>When examining mixed metrics, CTR and conversion rates, we can use additional metrics to define our best ads. My favorite two are:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Conversion per impression (CPI)<\/strong>: This is a simple formula dividing your conversion by the number of impressions (conversions\/impressions).\u00a0<\/li>\n<li><strong>Revenue per impression (RPI)<\/strong>: If you have variable checkout amounts, you can instead use your revenue metrics to decide your best ads by dividing your revenue by your impressions (revenue\/impressions).<\/li>\n<\/ul>\n<p>You can also multiply the results by 1,000 to make the numbers easier to digest instead of working with many decimal points. So, we might write:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>CPI = (conversions\/impressions) x 1,000\u00a0<\/li>\n<\/ul>\n<p>By using impression metrics, you can find the opportunity for a given set of impressions.\u00a0<\/p>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td><strong>CTR<\/strong><\/td>\n<td><strong>Conversion rate<\/strong><\/td>\n<td><strong>Impressions<\/strong><\/td>\n<td><strong>Clicks<\/strong><\/td>\n<td><strong>Conversions<\/strong><\/td>\n<td><strong>CPI<\/strong><\/td>\n<\/tr>\n<tr>\n<td>15%<\/td>\n<td>3%<\/td>\n<td>5,000<\/td>\n<td>750<\/td>\n<td>22.5<\/td>\n<td>4.5<\/td>\n<\/tr>\n<tr>\n<td>10%<\/td>\n<td>7%<\/td>\n<td>4,000<\/td>\n<td>400<\/td>\n<td>28<\/td>\n<td>7<\/td>\n<\/tr>\n<tr>\n<td>5%<\/td>\n<td>11%<\/td>\n<td>4,500<\/td>\n<td>225<\/td>\n<td>24.75<\/td>\n<td>5.5<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>By doing some simple math, we can see that option 2, with a 10% CTR and a 7% conversion rate, gives us the most total conversions.<\/p>\n<p><strong><em>Dig deeper: CRO for PPC: Key areas to optimize beyond landing pages<\/em><\/strong><\/p>\n<h2 id=\"focus-on-your-ideal-customers\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_your_ideal_customers\"><\/span>Focus on your ideal customers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A good CTR helps bring more people to your website, improves your audience size, and can influence your Quality Scores. <\/p>\n<p>However, high CTR ads can easily attract the wrong audience, leading you to waste your budget.<\/p>\n<p>As you are creating headlines, consider your audience.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Who are they?\u00a0<\/li>\n<li>Do non-audience people search for your keywords?\n<ul class=\"wp-block-list\">\n<li>How do you dissuade users who don\u2019t fit your audience from clicking on your ads?\u00a0<\/li>\n<\/ul>\n<\/li>\n<li>How do you attract your qualified audience?<\/li>\n<li>Are your ads setting proper landing page expectations?<\/li>\n<\/ul>\n<p>By considering each of these questions as you create ads, you can find ads that speak to the type of users you want to attract to your site.\u00a0<\/p>\n<p>These ads are rarely your best CTRs. These ads balance the appeal of high CTRs with pre-qualifying statements that ensure the clicks you receive have the potential to turn into your next customer.\u00a0<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/why-a-lower-ctr-can-be-better-for-your-ppc-campaigns-463771\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>High CTRs don\u2019t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates. Many PPC advertisers obsess over click-through rates, using them as a quick measure of ad performance. But CTR alone doesn\u2019t tell the whole story \u2013 what matters most is what happens after the click&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":696955,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Search-Engine-Land-PPC-clicks.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-696954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/696954","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=696954"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/696954\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/696955"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=696954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=696954"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=696954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}