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The fallacy of CTR as a KPI: Redefining PPC ad success

Search Engine Land

Click-through rate (CTR) is a cornerstone metric of PPC marketing. Calculated as the percentage of people who click on an ad after seeing it, CTR is often treated as a key performance indicator (KPI), commanding disproportionate attention and optimization efforts. For location-based businesses, this irrelevant traffic skews CTR data.

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A guide to ad variations in Google Ads

Search Engine Land

Launching your ad variation Be sure to check your setup carefully, as you can’t modify your ad variation once it’s launched (other than pausing or applying it). If you have values associated with conversions, also include ROAS. Note that factors such as private browsing, blocking third-party cookies, etc.,

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Microsoft on the future of advertising and conversational AI

Search Engine Land

Microsoft is reviewing different ways to implement conversational AI within the Microsoft advertising platform, Kya Sainsbury-Carter , corporate vice president of Microsoft advertising, told Greg Finn yesterday at SMX Advanced. “It’s because the user journey is shortened, so there is a faster path to conversions.

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How to uncover hidden gems in your paid search accounts

Search Engine Land

A PPC professional’s job goes beyond just launching paid search campaigns. Metrics matter Analyze key metrics like click-through rate (CTR), cost-per-click (CPC), conversion rate (CVR), conversion volume and cost-per-conversion across the different objectives and campaign types in your account and note any discrepancy or misalignment.

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How will Google’s Search Generative Experience impact PPC marketing?

Search Engine Land

.” Impact on CTR Once SGE is fully implemented, the group believes advertisers will see a substantial impact on click-through rates (CTR). Levy noted that his Google Ads representative has already started guiding him away from focusing on metrics like CTR. How does this affect how you write the ads?

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Using ChatGPT’s Advanced Data Analysis plugin for PPC

Search Engine Land

ChatGPT ‘s Advanced Data Analysis, formerly known as Code Interpreter, has been a game-changer for many search marketers since its launch in March. This example requests a bar chart for conversion rates by day of the week. In this case, I can see that our weekend conversion rates are ~50% lower than Thursday and Wednesday.

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3 steps for effective PPC reporting and analysis

Search Engine Land

All your reports should start by highlighting conversion-oriented metrics, such as form submissions, cost per conversion, conversion rate, etc. Cost per conversion action (CPA) : How efficiently you drive results. Engagement Click-through rate (CTR) : How effective/relevant your ad copy and creative is.