Mobile Click through Rate (CTR) refers to the number of times viewers click on a banner ad on a mobile web page expressed as a percentage. Clicking on a banner ad opens the parent website of the product being advertised. Mobile CTR evaluates the success of the ad. More clicks mean more potential customers and consequently more revenue. Also, CTR improves overall product visibility.
How it works
Click Through Rate (CTR) is determined by dividing the number of clicks by the total number of impressions. Impressions are the number of times that an ad is seen. An advertiser sets a rate of payment, which the publisher bids. For instance, an advertiser could pay a publisher $0.5 per click up to one thousand clicks and then one dollar for every additional click. In such a case, if the click rate is two percent, a publisher would have to get fifty thousand impressions before they can start earning a dollar per click. Mobile Click Through Rates (CTR), therefore, allow the publisher to evaluate an advertiser’s deal. If the publisher establishes that getting a certain number of impressions would be a tall order, they could select an advertiser with a better deal.
Optimizing Mobile CTRs
1. Target keywords
Mobile CTRs should generate maximum profit for both the advertiser and the publisher. To do this, the ad should be designed in a way that it will attract the relevant kind of customers. One way of ensuring that an ad is clicked on by those who will buy is to target the keywords. Several software tools can generate these words. Use of tail words can also ensure cost-effectiveness of an ad. Using inappropriate keywords may produce a high number of clicks from viewers who will not buy the product. The advertiser will pay for more clicks, but will gain little profit. Also, wrong keywords may fail to attract any click, and this will not benefit both publisher and advertiser.
2. Relevant ads
Publishers could maximize the profits they get from ad clicks by hosting only particular adverts on their pages. For instance, if the mobile page discusses kitchen items, then ads on kitchenware would get the most clicks. Adverts that are not relevant to a mobile’s page content should be blocked to make space for relevant ads.
3. Positioning of the ad
Mobile pages are limited in size, so most publishers place ads at the bottom of the page. While this saves space for other content, it may limit the ads visibility. Ads placed on top of page or within the content have the highest visibility. Colors also improve the overall visibility, which may enhance clicks. Colors that contrast with the entire page are the best. Widening the ads within the limits of the page instead of making them long and narrow is will also improve CTR.
4. High-quality content
Viewers have to be interested in a page for them to stay on it and go through the ads within it. Publishers should have high-quality content on their mobile pages that are interesting. Compelling content will capture viewer’ attention and increase the chances of the clicking on an ad.
Benefits of high CTR
A good click through rate increases the quality score of an ad. Many search engines offer discounts to adverts with high-quality scores as they are bound to attract more viewers. The discounts could cheapen the overall advertising costs.
Mobile CTR is a valuable revenue-generating avenue for both publishers and advertisers. High CTR draws attention to a product, and there is a subsequent increase in sales. High CTR also improves earnings for a mobile page owner. Ads should be optimized to get high CTR. Advertisers can optimize ads by using relevant keywords. Publishers can do the same by; choosing relevant ads, positioning the ad strategically, improving display and improving on content quality.