When evaluating click-through rate (CTR) for keywords in Google Ads, we tend to forget that what we are looking at is not really giving us the full picture of what is actually happening.
When someone searches on Google, their click can go to a paid listing, but also to an organic listing. Thus, evaluating the effectiveness of your ads or presence using Google Ads’ CTR could be misleading as it obviously does not take into consideration what happened on the organic side.
You may see a 20% CTR in Google ads, but maybe the other 80% was greatly absorbed by your organic listings, which would mean that your concerted efforts between SEO and Paid Search are working very well, and there is no need to aim for a higher CTR.
This blog details one approach for calculating effective CTR, or your CTR when you account for both paid and SEO traffic.
Essentially, we are trying to determine how present our business is for a specific keyword. Thus, we attempt to calculate the percentage of clicks we received for that keyword from both paid and organic listings, as it relates to the total search volume over a given period of time. We can call our metric the Effective CTR and define it as follows:
Effective CTR = (Organic clicks + Paid Clicks)/(Keyword Search Volume)
The number of paid clicks can be easily derived from a search query report. As far as the number of organic clicks is concerned, that can be found in Google’s Search Console. The one metric that is tricky to determine is the overall keyword search volume. This can be estimated in a number of ways:
- Using the keyword planner tool: The keyword planner tool lets you see monthly searches on a given term. You want to make sure that you have the correct location and date range in order to get an appropriate estimate. Here are the settings we would use if we wanted to see an estimate for July 2020 only in the United States.
- Using tools such as SEMRush or Ahrefs Keywords Explorer
- Calculating an estimate using Search Impression Share: Impression share is the number of times your ad appeared divided by the number of times your ads were eligible to appear. If the following are true, you can divide the total number of impressions you received by the associated impression share in order to estimate how many impressions you were eligible to receive which, in theory, should be close to the overall search volume on that keyword.
- You are bidding on a given keyword as an exact match
- That no other keyword in the account is potentially stealing traffic from the exact match version you have in place
- That you are targeting everyone in the location you are studying,
A Practical Example
We want to know how a brand keyword performed in a specific location during a given month.
Step 1: Finding organic clicks
For this brand, we have access to Search Console via Google Analytics.
We then use Country as a secondary dimension and filter for the location we want. In this instance, we find that our keyword got 294,012 clicks and received 572,024 impressions.
Step 2: Finding Paid Clicks
Since this brand is bidding on their brand keyword as an exact match we can use a keyword report to extract the number of clicks on the keyword. We find that our keyword got 196,621 clicks.
Step 3: Finding Keyword Search Volume
Just to keep things simple we can go find an estimate in the Google Ads keyword planner. In this instance, the keyword planner gives us an estimate of 550,000 searches. Notice that we received more impressions organically so this number seems to be slightly off. For the purpose of this calculation, we can use 573,000 as an estimate, assuming a certain margin of error.
Estimate the Effective CTR
Estimated Effective CTR = (294,012 + 196,621)/(573,000) = 85.6%
How could this be helpful?
For the examined month, we can say that approximately 85.6% of clicks related to our keyword. If the goal for this client is to cover their brand overall at 80% on the Google SERP, we know that we are effectively absorbing the necessary number of clicks even if our click-through rate in Google Ads is around 54%. On the other end, if we want to cover about 90% of queries, we know that we might still have a bit of work to do. You can do the same analysis for any keyword in your account, and determine whether you would like to absorb more clicks and elaborate a strategy that takes into consideration both paid and SEO efforts.
How to Manage Your Online Brand?
You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.
In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.
By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.
In this article, we’ll explore some key reasons why managing your online brand is essential.
What is an online brand, and why do you need one?
Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.
It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.
It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.
How to manage your online brand for success?
Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.
A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?
1) Consider what you want your online brand to convey.
Are you an expert in a certain field? A thought leader? A creative visionary?
Once you know what you want your brand to communicate, be consistent in everything you do online.
Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.
2) Interact with other people online in a way that reinforces your brand.
When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.
By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.
3) Monitor your web analytics to track your progress.
Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.
For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.
Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.
4) Make sure your website represents your brand well.
Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.
Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.
If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.
5) Pay attention to your social media presence.
Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.
Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.
6) Monitor your online reputation.
Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.
For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.
7) Manage your online brand proactively.
The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.
By following these tips, you can create and manage an online brand that will help you achieve your goals.
The benefits of having a strong online brand
Let’s look at a few benefits of having a strong online brand:
1) Stand out from the competition.
With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.
2) Build trust and credibility.
A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.
3) Connect with your audience.
By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.
4) Drive traffic and sales.
A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.
5) Increase your visibility.
A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.
6) Attract media attention.
A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.
7) Enhance your career prospects.
Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.
8) Make a positive impact.
Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.
The importance of staying consistent with your branding strategy
As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.
When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.
Here are a few pointers if you’re not sure how to stay consistent with your branding:
1) Define your brand.
The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?
2) Create guidelines.
Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.
3) Train your team.
If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.
4) Monitor your brand.
Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.
5) Be prepared to adjust.
Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.
A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.
If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.
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