What is CTR needed for?

Along with CPC, there is also another parameter, which is called CTR. What it is used for and which role it plays in your advertising campaign, will be discussed in this article.

So, CTR is a click-through-rate is an indicator for the ratio of people, who visited your page and of visitors, who’ve made a click on the ads. It shows how clickable advert on your page is. CTR is measured in percents.

Let’s take a simple example to show you, how it works. Let’s imagine, that our website was visited by 100 of people.  2 of them clicked on an ad, placed in the header. It means that your website CTR is equal to 2%.

Actually, 2% CTR on practice seems to be pretty high. It shows either high relevance of an ad to the content of your website or some manipulations with ad and traffic, made by a webmaster. Some of them are not prohibited by rules (like placing an advertising, which ideally suits your website design). Another example of manipulations is fraud clicks. They are detected easily (your Adsense account will be suspended if they were).

You should also pay attention to different ads CTRs. The practice shows, that 3 similar adverts can have different ratio. The reason for this is pretty simple: you should change the position of an ads with the lowest CTR.

Another tip is in the quantity of ads. If you need higher CTR, you should put just 1 or 2 ads on the page. If you’ve got more ad blocks on the same page, they get more impressions with the same amount of clicks, which brings the lower CTR.

Google Adwords Ad Rank and its factors


Each Adwords publisher has probably faced ‘Ad Rank’ term. It’s a category, which influences your ads positioning much. This article concerns more detailed description of this category. So, let’s get to know: what is an Ad Rank and what is it used for.

So, this term is really used in Adwords system to show the position a certain ads takes in the search results. It defines whether your ads will be placed on the first position, the second one etc. So we could generally define an Ad Rank as a combination of different characteristics. They define, whether your ads can be placed on the top positions or not. They are listed below:

  1. Your bid – it’s the defining characteristic of the position, taken by your ads. The system needs to know, how much you are able to pay for your advertising to be shown. If your maximum bid value is less than your competitors’, than your sponsored information will be shown less (and your ads Ad Rank will be less as well).
  2. Ad quality is the second characteristic. It shows, how relevant is your ads for content of the page it is shown on. It is presented as a quality of your ads. The higher is the quality of your advert, the higher chances are for its placing to the first position.
  3. Conversion probability is a chance for a user to be converted. Google gives a prediction for the user to complete your offer, make a purchase and so on.

How to increase your CPC? (part 2)

Except of the keywords (niche of the website) and its geography, there are some other factors, which influence our website CPC much. Taking some simple steps, described in this article can increase your revenue. Find out more about this.

Ads categories

There are different categories of ads, which are shown on your website in Adsense. Naturally, each of them brings you some different amount of money. There is a special page, which shows you the revenue, brought to you by the ads of each category, in your Google Adsense account.

You can block the categories, which bring you the less amount of revenue in order to show more profitable ones more often. Consequently, it will affect your general income positively.

Target the device of the user

Most of your website visitors will be definitely using laptop or a personal computer. However, there is some percentage of hosts, who use some mobile interface (like a tablet or a smartphone). If you optimize your Adsense advertising for their screens, you will get some additional profits. Mobile ads’ cost can be even higher than the regular one if it concerns any special mobile offers. Don’t miss your opportunity to earn with their help.

The format of ads

One more tip on how to improve your CPC is experimenting with text & banner ads format.

As you know, Google Adsense has different ads formats in its arsenal. It can be either graphical banner (image or a flash animation) or a simple text (containing header and description below). If you enable the differentiation of the types of an ads, you can win some more earnings as well, as the system will choose its type for a higher CPC automatically.

Deciding the value of maximum bid price for Adwords

We’ve already told about the maximum CPC value in the previous article. We had described, what does this term mean and what is this tool used for. We’ve got to know, that this tool is widely used for limiting your expenses on the ads campaign. Thus, it lets limit your advertising budget and plan it more wisely.

However, if you are just creating the ads campaign, you don’t really know the value of maximum bid you’d like to set. So you’d like to know this price, set by your competitors, in order to aim their rankings in ads results. You can get this information with the help of several tools. All of them are developed by Google.

  1. Bid Simulator. The most useful service for you maximum bid research is a Bid Simulator by Google Adwords. It’s a service, which predicts the number of visitors for your website, according to the price of each click you get. This tool will show you, how many impressions will be done if you set the maximum bid to X,XX dollars. This approach could help you to predict your ads budget.
  2. Keyword Planner is another useful tool if you are launching your Adwords campaign. It helps discovering the amount of visitors for your website, using the keywords you found. Besides, it allows you to get the estimated expenses for this ads campaign.
  3. First-page bid estimates – the third service that we’d like you to use in your Adwords campaign. It shows, how much putting your website on the first positions of Google search will cost for you. It’s a perfect tool for those, who needs top positions for their ads in some niche keywords.

How to increase your CPC? (part 1)

There are many different factors, which influence on our website’s CPC (cost-per-click). Using them, we can increase the CPC of our platform and, at the same time, we are able to multiply our earnings. We are going to discuss some of the most famous methods, which can help us achieving the highest price for the click on our website.


The most significant factor, which influences our CPC, is relevant keywords. Our website advertising click cost is counted depending on the keywords our page (and the whole website) has. For example, some financial resource is going to get one certain CPC level, whilst some entertaining website – absolutely different, much lower one.

In order to get higher CPC, we need to pay attention to the keywords, represented on our website page. For example, you can easily find some high-paid phrases using Google Adwords Keyword Planner. After this you just need to implement them into your website content, which will increase the relevance of your page to some ‘expensive’ keywords.


The second factor, which influences a CPC value heavily, is geography. It’s a simple factor: if you launch a website for some top-tier country, like the USA, Canada, Great Britain or Japan, you get one level of costs for click in any niche. But if you target some poorer countries, like India, some African or East-European countries, you get definitely another CPC as well.

Of course, if your website is already created for Uganda, you can’t start launching some pages to create the Americans – it’s a strange behavior from the SEs point of view. Just don’t forget about this when you start a new website – it can bring you some different level of income.

Manual CPC bidding for Google advertisers

Google Adwords – a Google Service, which allows advertisers to rule their ads campaigns and control their expenses, works in an auction mode. It means, that the system controls, which ads will be shown more often, depending on the bid value, made by an advertiser.

For example, we’ve got two different ads from two companies. The first company is ready to pay 1$ for one click (that’s their ads CPC); when the second one is ready to spend 2$ for one visitor. It’s obvious, that the system will show the second one more often due to its higher bid.

Simple logic says that each advertiser needs a maximum bid-value, so that he could limit his expenses on this campaign. Google Adwords has such a tool, which is called ‘maximum bid amount’.

It works simply: you just set the amount of money you are ready to pay for one click. The system will limit your spends on this level, so that you won’t lose more, than you can afford!

In most cases, you’ll even pay less than the maximum bid value, because your ads can be shown on some less-relevant resources. Another example, – you ads will be presented on some position, other than the first. It automatically decreases the price of one click for an advertiser.

Manual CPC bidding is an extremely important tool and Adwords clients use it often.  Count your own maximum affordable click cost and set it as a maximum bid for your campaign.

How Adwords chooses the ads to show?

As you know, Google Adwords is one of the largest online advertising platforms, which allows everyone to launch his ad campaign to show the ads he needs. It’s pretty simple-to-use and has a lot of benefits, what makes it really one of the most effective tools as well. The benefits of this service make it one of the most popular one for publishers. This fact guarantees that there will be some other people, who’d like to show their ad using same search keywords, as you. How do you think, which criteria Google Adwords will use for the definition of your advert’s position and your competitors’ ones? Ad Rank – here is the answer!

Ad Rank is a complex indicator, which is given to each ad in the system. It is based on several factors, maximum CPC, set by the publisher, is one of them. That is the amount of money, which can be spent by a user (maximally).

Another factor, which influences the Ad Rand of an ad, is its relevance and quality. Google Adwords scans the title of your ad, its description and the content of a website, which the ad is linked to. As a result, the system gives some relevance rank to your ad.

One more interesting function of Adwords is the prediction of leads generating. It shows the probability of your ad to bring the lead, depending on the user behavior. If this probability is higher, than your competitors’ ad has, your advertising link will be higher-positioned.

All of the described above factors let the system to define, how highly your ad will be positioned in the search results and, consequently, how many visitors you will get.

What is a CPC value?

If you have got work experience with online contextual advertising, you already know, what CPC-abbreviation means. But if you are just starting your online business, this article will explain you the meaning of this word and what it is used for.

So, first of all we’d like to mention, that CPC is for a ‘cost-per-click’ phrase. It is used in contextual advertising in general and when it’s told about Google Adsense in particular. This term shows the cost of each click, made on the website of a webmaster. It also shows the amount of money, paid to the site owner by the publishers.

CPC is a value, which can help counting the estimated revenue from the particular website. You just need to know one more value – CTR (click-through-rate), which shows the percentage between the number of clicks and the number of visitors for the website. The CTR, multiplied with CPC and the general number of hosts show us the estimated earnings of the website owner.

The CPC differs depending on the keywords and topic of the website. For example, some Forex-related contextual advertising block on a financial website will have much bigger CPC value, than the ads block on an entertaining resource with funny videos. This dependence can be easily used by website owners in order to increase their revenues by changing the keywords of their platform.

It’s worth remembering, that the higher CPC brings a higher competition level in the search engines results page for this set of keywords.

Automated bidding vs manual

Bidding is the process of setting the maximum price for one visitor you are ready to pay. Adwords uses it as the main principle of defining the position of an ad.

If you are a publisher, the system gives you an opportunity to choose, whether you’ll set the bid manually or you’ll do it automatically. This article concerns the differences between automated and manual bidding in Adwords.

So, let’s start from the manual price setting. It’s a handy, routine job, which needs you to analyze the bids of your competitors in a certain niche and to modify your bid as often, as it’s possible. Your bid depends on the aim you have – it can be, for example, a second place taking or a third one; or just purchasing some cheap traffic. You can edit your bids for each different keyword, what can be a flexible tool for your business.

The alternative for such an approach is automated bidding. It’s much simpler and easier task, because you delegate the setting a price for one click onto the system. You just need to define, which position you’d like to take, and Adwords will run your campaign automatically.

The functionality of Adwords lets you analyze much. You can learn how the automated bidding was done, what the strategy of a system was and which results have occurred.

Adwords specialists claim that it’s much cheaper to run manual bidding; however, some large campaigns can start with automated one in order to learn the behavior of users and the conversion.