When managing your pay-per-click (PPC) advertising campaign, your goal is to get the highest clickthrough rate possible, right?
Not necessarily.
That’s usually your goal, but there are some instances where you actually don’t mind a low clickthrough rate (CTR). Let’s take Nursing Jobs.org for example.
They have a section of their site dedicated to nursing jobs with signing bonuses, and they have some PPC advertising driving traffic to that page. Currently, they only have a few jobs there, so the percentage of the general nursing population who would be interested in any of them is very small.
So, they could have a PPC ad that looks like this:
Nursing Jobs with Bonuses
Find nursing jobs with signing bonuses
at the web’s #1 site for nursing jobs!
That one will definitely get a good CTR, but the vast majority of the clicks will be from nurses who won’t find anything they’re looking for — money down the drain.
Consider this alternative:
OR and ER RNs Needed
$1,000 Signing Bonuses for RNs in
Hartford, CT. Apply Online Today!
The CTR for that one will really stink, but the ad tells those nurses exactly what to expect when they click through. As a result, you’re going to get very few clicking through who won’t find a job applicable to them — you get way less clicks, but each click is way more valuable because you’ve prequalified them.
Having your visitors filter themselves before they every click on the ad is a great strategy because it not only saves you money, it also allows you to bid much higher per click. Keep that in mind the next time you’re writing your creative.
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