LP CTR's - PPC vs Media Buys

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Unarmed Gunman

Unarmed Gunman

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Curious as to what type of difference people see in the CTR of their LP's from different traffic sources. I've seen a variation as big as 15% on a media buy to 50% from PPC with the same offer/LP. I know media buy traffic is inherently less likely to click through, but I'm curious as to what people consider to be a respectable CTR on media buy traffic. For PPC, I've always benchmarked myself at 40% minimum CTR for most niches, but I haven't seen enough data to really come up with a number for media buy traffic.

I've tweaked/tested numerous times on one campaign and gotten the CTR to about 18% and the campaign is profitable, but I can't help but wonder how I could get those 50% CTR's I see for most of my PPC campaigns...

Anyway, I know there are a few people on here that have been doing media buys for awhile so what say ye?
 


CTRs will likely remain higher on PPC campaigns since you're snagging active searchers.
 
^^^

Search is so much closer to the point of sale.

Low LP CTR should be expected on Ad Network traffic. Even optimized.

If you find targeted sites and do your buys there, your LP CTR can definitely hit 40% or higher, especially if you dominate the inventory.
 
Unarmed Gunman said:
Yeah, I expect lower CTR's, just wondering if 15% - 20% is normal.
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Yes you should get at least 20% on media buys, if not your landing page and copywriting sucks major ass! As always, track, split test, and optimize!
 
You may also want to try brief, graphical based landing pages with web traffic (bridge page). Test authority/proof graphics (or even implied endorsement) and benefit bullet lists. Scarcity specifics such as "Only X Number Left" can also help.

Long copy pre-sells can be tough although you can probably get some mileage out of a news article style page where every single clickable link goes to your offer. This however is often market dependent.

You really have to step up your testing on buys. You need them to be optimizing on their end as you optimize on yours. Like mentioned above, a shitty rep can be like a boat anchor on your campaign. Multi-variate on your landing page and within your ad can get you big time ROI but it will likely cost some coin (especially with Network traffic).

You can actually kill it with a 20% LP CTR if you can get a high Ad CTR though.
 
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My results could be skewed since my only direct-to-landing page media buys are for free offers (usually for vacation/relocation info or for auto loan applications) but my CTR on media is way higher than 15-20% for LP ... actually around double that on the auto loans and 50%+ on the relo/travel leads. But setting aside CTR I don't bother with PPC for those niches anymore because my actual return on ad dollar is so much higher with media than it ever was with PPC.


Frank
 
dickarmy said:
You may also want to try brief, graphical based landing pages with web traffic (bridge page). Test authority/proof graphics (or even implied endorsement) and benefit bullet lists. Scarcity specifics such as "Only X Number Left" can also help.

Long copy pre-sells can be tough although you can probably get some mileage out of a news article style page where every single clickable link goes to your offer. This however is often market dependent.

You really have to step up your testing on buys. You need them to be optimizing on their end as you optimize on yours. Like mentioned above, a shitty rep can be like a boat anchor on your campaign. Multi-variate on your landing page and within your ad can get you big time ROI but it will likely cost some coin (especially with Network traffic).

You can actually kill it with a 20% LP CTR if you can get a high Ad CTR though.
Click to expand...

What he said. And what he says. Always. +rep
 
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