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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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YouTube advertising: The ultimate guide

Search Engine Land

You can tailor ads to appeal to specific groups, such as those in construction, education, real estate, finance, etc. Best for: Calls to action, promoting additional content, and maintaining engagement. Creating visually appealing thumbnails that accurately represent the video content can be crucial in CTR.

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How brand marketing helps improve E-A-T signals: An introduction

Search Engine Land

For example, one of the checkpoints is to look at the business’s key people to see: How they are referenced and promoted on the site. Representing and marketing key people, particularly media-trained spokespeople, is usually the remit of the PR team or agency. These are brand behaviors that engender trust in us as consumers.

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Adapting to the New Era of Search, According to Moz's SEO Scientist

Hubspot

Use Google Posts to promote sales, events, news, products, and special offers to entice both foot traffic and the now-elusive site click. Suffice to say, it's worth it to keep an eye out for any experiments or changes Google might make that would represent a conversion opportunity.

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This Strategy Helped the HubSpot Blog Break a Year-Long Traffic Plateau

Hubspot

Featured snippets and other on-page search features are taking a toll on CTR from SERPs. If our existing content was slowly but surely losing clicks to featured snippets in search, and our new content wasn't consistently earning as much traffic from promotional channels like social, we needed to offset those losses.