hey guys,
quick question...
What are your CTR goals if you are split-testing for
- Right column ads
- Desktop newsfeed ads
- Mobile newsfeed ads
So the question is:
What's your utlimate CTR goal so you consider your ad to be a winning ad?
And what's the minimum CTR goal an ad has to hit so it is worth optimzing it and not getting rid of it right away?
Leave a comment below!
Cheers,
- Patrick
CTR goals don't make sense.
If you are running a CPS offer with broad appeal, you might target a 5 million strong demo and get 0.5% NF CTR, pay $0.80 CPC but still run at 100% ROI.
On the other hand, for a gaming offer with a $2 payout you might need a 2% CTR for your ad costs to be below your revenues.
Viral ads that get shared a lot can have CTRs upward of 5-10%.
Very targeted ads can do 10+% CTR.
This doesn't mean they make money.
Throw away this idea of benchmark CTRs.
Sure you can have some arbitrary figures in your own mind for certain demographics and verticals - e.g. for gaming I aim for 2+% in the NF and 0.3%+ on the RHS (fuck the current RHS!), but I don't even think of these when running other verticals and I have had plenty of ads at <1% CTR that still run in the black.
Ultimate goal for a winning ad = mucho profito.
If you want an idea of minimum CTRs, you first need some data on the EPCs/conversion rates of your ads - from there you can say, OK, I need to improve my CTR 2x over without changing anything else to get to break even.
Solid advice.