What is CTR – basic information

The assumptions behind CTR are very simple. It is a ratio that shows how often users click on the link they promote after viewing your content. Thanks to this, you can carefully check if a given ad is working well. A high score usually means that potential customers found the content helpful and factual, which prompted them to take the next step, which is to click on the link. A low one may indicate that the message is not encouraging, misleading or targeting the wrong group of people. CTR is an indicator that also applies to organic search results, and in this case it works according to exactly the same principles. Shows what percentage of people who saw your page in a search engine decided to visit it. Since Google introduced the rule that sponsored links are displayed above organic ones, they have become an even more effective supplement to SEO efforts. According to analyzes carried out by the WordStream portal, as many as 65% of users who decide to buy choose the links included in paid ads.

How to calculate CTR?

Whether it’s an organic CTR or a PPC campaign, the click-through rate is based on an uncomplicated formula. Two values are taken into account. It is about the number of clicks divided by the number of impressions. The result obtained must be multiplied by 100 to obtain the percentage value. For example, you launched a Google Ads campaign for your website and after some time the ads were displayed, the statistics say that 1000 people saw them, and 100 of them decided to click on it and move to your website. This means that the CTR is 10%.

What CTR is good?

There is no clear answer to this question, as it depends, among other things, on the industry in which you operate. However, it is worth knowing the average values that can become a benchmark for your work. According to research by WordStream, the average CTR is around 2% for a search ad and 0.35% for an ad displayed on your website in the form of a banner or other ad formats. These figures do not seem very high, but still reaching them can be quite a time-consuming challenge. Especially in the case of organic traffic. All results exceeding these values are already above average and prove well-conducted marketing activities.

CTR versus Predicted CTR – see the differences

Expected CTR is an auxiliary data that is useful when creating an ad. Their task is to calculate the likelihood of clicking a link using certain key phrases. However, please note that the eCTR value is predicted and does not take into account other factors that affect ad performance such as ad position, format or device on which it appears.

Importantly, eCTR is taken into account by Google when determining the Quality Score for a given ad, and thus may improve its positioning. Approximate values for Predicted CTR are “above average”, “average” and “below average”. This allows you to see if the content you create will have a chance of achieving the expected success in a given form.

Improving eCTR – how and why?

While Expected CTR is all about forecasted data, it cannot be ignored. Improving this indicator contributes to increasing the Quality Score of the ad in a short time, which in turn will be helpful in increasing the value of the correct CTR. Already at the stage of creating the advertisement, you should ensure that the eCTR is average or above average. In the event that the values ​​of this indicator are lower, you need to re-analyze the key phrases used in the ad. They may be poorly chosen or the content is insufficiently saturated with them. You also need to remember that eCTR is a variable value and the fact that you have achieved above average does not mean that it will be consistently at that level. For this reason, you should regularly check this indicator and analyze the strength of the keywords used in the ad, so that in the event of changes, you can react early and modify the content. As in the case of other marketing activities, also in this case it is also worth carrying out A / B tests and paying attention to the activities of direct competition.

Does CTR affect other indicators?

Clickthrough Rate is not only an analytical value that allows you to decide whether or not you should make adjustments to the advertising content. High CTR translates into measurable benefits. The first and most obvious is that more clicks mean more leads. This allows you to generate more traffic on the website and improve conversion rates. If this is not the case, and despite a high CTR, you still have a low conversion, the problem is probably not the advertising content itself (as it encourages you to click), but the content of the page it refers to. This may involve, for example, offering a product or service that does not match what the ad is saying. It is important that, according to research published by Clutch, as many as 33% of users click on advertising content based on how closely their content is related to the phrases they search. The solution to this problem may also be excluding key phrases, the use of which in the search process will block your ad from showing. For example, if you mark keywords such as “new car parts” as negative in a situation where you only offer second-hand equipment, you will reduce the risk that someone who is looking for only unused parts will click on your ad. That person will certainly not make the purchase, and you will have to pay for clicking them. According to the Hubspot blog, the average conversion result from advertising, without distinguishing between specific industries, is 2.7% for search ads and 0.9% for ads displayed on pages.

CTR also affects another indicator. It is CPC, i.e. cost per click. You will set the maximum cost when creating an advertising campaign, but it can often be much lower. The more users click on your ads, the more the cost of maintaining them is reduced. Hence, this translates into real savings.

Does CTR affect website ranking?

It has not been proven that CTR itself is a ranking factor for a website. Search Engine Land reports that the statements of Google employees over the last 10 years have repeatedly confirmed that the multiple factor has little or no impact on positioning. On the other hand, sites that rank high in organic search results also tend to have a much higher CTR than the lower-ranked competitors. It is therefore a correlation that cannot be ignored.

Marketing instruments – classic concept

The most basic concept of marketing instruments, i.e. the marketing mix, was created several dozen years ago and basically ends with 4P. According to her, marketing consists of four basic elements, which are:
– product,
– price,
– special offer,
– distribution.

In opposition to this concept, Robert Lauterborn introduced his own, which he called 4C. It contains exactly the same elements as the classic 4P, however, instead of showing the entrepreneur’s point of view, it emphasizes the role of the customer. According to Lauterborn, such an approach to marketing is necessary, because only full focus on the recipient’s needs leads to success. In his theory, we distinguish elements such as:
– customer value,
– cost,
– convenience,
– communication.

Now let’s focus on explaining what the individual instruments refer to and how to understand them and – most importantly – use them in practice.

Product (customer value)
It does not necessarily have to be a tangible commodity sold to the customer. When we talk about a product, we mean the values that a specific thing or service brings to the recipient and the needs it satisfies. So, when we offer mechanical repair shop services, we are not merely communicating that the company provides inspection and replacement of broken parts. We focus on the fact that the use of professional service gives you safety, comfort, time saving, quality guarantee and so on. It must be remembered that dry information about the product does not arouse the desire to buy it yet. We need to make the recipient aware of what problems they can solve and what expectations they can meet. Only then do we gain the interest of potential customers.

Price (cost)
Price is an important element of marketing because it largely affects the other foundations of brand communication. Product prices can be selected based on various criteria, for example brand recognition, competition prices, production costs and financial capacity of the target group. However, it is important to maintain a consistent pricing policy within the brand. So if, by definition, our offer is widely available and intended for consumers with any budget, the prices should be very competitive. However, when we target a group of affluent customers who purchase only luxury products, too low a price will not only be of no help, but may even harm sales.

Promotion (communication)
When we have a product tailored to the needs of the target group, we must, however, communicate to the world that it is available and that it is worth buying it from us. This is what all promotional activities are used for: on the website, in Google Ads, social media, at the company’s headquarters, advertisements in the press, radio, television, on billboards, etc. This is where we can tell people about the benefits of the product and the needs it meets. Of course, we do not have to use all available promotion channels – it is worth conducting an analysis of the target group and advertising (free and paid) where the recipients spend the most time.

Distribution (place, convenience)
In short, these are the things that determine whether the purchase of a good / service will be convenient for the recipient. When it comes to a stationary store or service company (beauty salon, cafe, hotel, etc.), the location will be of key importance. The product must be close to the recipient, even at hand, so that reaching the company does not constitute an effort for the recipient. In the case of online businesses, the most important thing is the website through which the product can be purchased (its responsiveness, intuitive use, loading speed, etc.). In addition, convenience can also be provided in other ways – for example, by providing various payment or delivery methods.

Extended concept of marketing instruments

However, it quickly turned out that the concept of 4P or 4C is not enough to describe all the marketing factors on which the brand’s success depends. So it was decided to extend it with another 3P, and in the latest developments even with an additional 4P:
– people,
– process,
– physical evidence,
– pleasure.

People
This capacious slogan holds all people who are related to the sale / purchase of the product, i.e. the seller, the customer and other buyers. What’s this all about? First of all, even the best quality product will not be successful if there is no demand for it. Therefore, before introducing a product or service to the market, research is needed to determine the interest in the offer. However, the service associated with a given product is equally important. Whether in the case of stationary businesses or online stores, it is important that the seller is nice, competent, able to solve possible problems and meet the expectations of the recipient. Nowadays, it is the employees who largely build the brand image. On top of that, however, there is one more puzzle called other buyers. This means that no customer lives in a vacuum, they are surrounded by other brand fans with whom they can connect and share their impressions. These days, social media groups that bring together clients and companies, thanks to which you can build an engaged community around the brand, are no longer a rarity.

Process
We are talking about the entire process of contact with the customer, also after the purchase of a product or service, i.e. researching the level of consumer satisfaction, after-sales care, the ability to sell products, improving the offer based on customer feedback, etc. We can do a great thing or service which, however, will not be as useful for customers as it initially seemed. Therefore, the key is to constantly improve the products to better meet the needs of the recipient. That’s why we call it a process.

Physical evidence
Contrary to the name, they do not necessarily have to be tangible things, although we also include them among them. These are all the elements thanks to which the potential customer forms an opinion about the quality of the service / product. This includes, for example, the visual identity of the brand: logo, website, leaflets, promotional materials. Evidence of the high quality of the services provided are also less obvious things, such as the appearance of the company’s headquarters or its equipment.

Pleasure
The pleasure category includes all the features of a specific product or service that are not strictly related to usability, but are simply a pleasant bonus for the customer. For example, chairs in a restaurant do not affect the quality of a meal, its taste or nutritional value, but if they are comfortable and adjusted to the height of the table, they increase the joy of consumption. The same function can also be performed by, for example, a fragrance in cosmetics or air conditioning in a car.

Marketing instruments in a marketing strategy

Marketing instruments are not the same as tools and do not provide specific ways to promote your brand. However, they are like blocks that can be arranged in any way, creating a strategy with which we will sell a product or service. Understanding their essence and delving into the consumer’s needs is a necessary condition to build a competitive advantage.

ClickMeeting

– up to 4 presenters
– up to 10 hours of recordings
– 30-day trial period

ClickMeeting is a webinar platform that is currently breaking records of popularity. Certainly, its great advantage is that the entire tool is easy to use for both presenters and participants. However, if you’re going to run an international webinar, that’s fine too, because ClickMeeting supports 7 languages, including English of course. In addition, there is a moderated chat that can be automatically translated into one of the 52 available languages.

What other useful functions does ClickMeeting have?

The tool has such useful features as an on-demand webinar and an automated webinar. The first of them allows you to share previously recorded seminars in the pay per view model, i.e. recipients can watch the webinar immediately after paying for access. The second option is to create a seminar where many things can be set up automatically in advance. All you have to do is upload the recording and on a special timeline add at which point the poll, CTA button or other available elements should appear on the participants’ screen.

In this program you have all the basic functions needed to conduct a webinar – the ability to share your screen, conduct a presentation, record a speech or conduct live surveys. In addition, ClickMeeting also has a board where you can create diagrams and notes for participants. Importantly, the tool has the option to organize paid webinars for which participants can pay via PayPal. So if you want to host an online seminar not only for lead gathering, but also for direct monetization, this is one of the best webinar software you will find.

The most important information at a glance:
– the ability to personalize the webinar, profile page and thank you page (own logo, colors, etc.),
– integration with other tools (including Facebook, LinkedIn, Twitter, YouTube, Google Tag Manager, Google Analytics, Facebook Pixel, HubSpot, PayPal),
– the ability to record and store a webinar,
– option to create a CTA button that will take you to the offer page,
– an option to buy an addition to the package (sub-accounts for employees, more space for recordings, space for additional participants and presenters).

Zoom

– free plan for up to 100 participants (maximum 40 minutes of the webinar)
– up to 1 GB of recordings

We have recently associated zoom mainly with remote learning, but it also has a rich plan for webinar creators. Its big advantage is that it has a permanent free version – but you have to remember that you can then create webinars of up to 40 minutes. Also in this program you can conduct paid webinars and store seminars in pay per view format, and additionally integrate it with EventBrite – the ticketing and registration management tool. A useful option, but only available in more expensive packages, is the ability to create your own URL, including your brand name. In addition, you can also use Zoom to track source URLs and see where attendees are signing up for the webinar from.

What other useful functions does Zoom have?

When it comes to features for presenters, Zoom has similar options to ClickMeeting, i.e. presentation mode and drawing board, plus chat (private and group) and Q&A panel. What is not in the first program is the audience attention indicator. Thanks to this function, you can control which participants are the most engaged and how many of them are looking at what you present at any given moment. A nice and visually interesting addition is the virtual raise hand button for participants. This way you can see the questions when they are presented and you can answer them on the fly.

In Zoom, you also have the option of personalizing the webinar itself and the registration form. The platform also allows you to send e-mails to the subscribers with reminders about the upcoming seminar – you can also tweak them with your colors or logo. You can also instantly integrate Zoom with Facebook and YouTube to broadcast there as well, and with your CRM to collect leads. One thing to fault this platform is its few webinar automation options and marketing tools, but it’s still a good option for people getting started with online video.

The most important information at a glance:
– payment for participation in the webinar via PayPal or by credit card,
– e-mail reminders about the webinar,
– integration with Facebook and YouTube,
– own url,
– the ability to store webinars in the cloud,
– the ability to track the source of the conversion.

MyOwnConference

– up to 10 presenters
– up to 100 GB of recordings
– free plan for up to 20 participants (maximum 20 minutes of the webinar)

MyOwnConference is a cool tool for you if you only want to use webinars to collect leads, as it doesn’t have the option of organizing paid events. Similarly to Zoom, it has a free plan for an indefinite period, under which you can organize webinars for 20 participants with three presenters at the same time. The entire platform is available, so it’s a good choice if you are concerned that your participants may not know English well.

What other useful functions does MyOwnConference have

In MyOwnConference, you can make slideshows, movies and files in various formats and share your screen to show something live. Here, too, you have the option of adding a CTA to the webinar, i.e. a button that will take participants directly to your offer page. You also have a moderated chat at your disposal and you can block trolls that are interrupting your speech. The good functionality is that participants can send messages directly to you, not in a group chat – you immediately catch direct contact with those who are most interested. What else? Live tests and surveys are something you can definitely use.

Thanks to this tool, you can also create webinars in your own colors and under your logo, and send equally well-branded invitations to participants. You can record and store your speeches in the cloud, with 100 GB in the paid package and 500 Mb in the free package. You can easily create a landing page for your event in this tool and organize regular webinars.

The most important information at a glance:
– the ability to send invitations,
– the option to create a landing page,
– CTA in the webinar,
– private messages to the presenter,
– creating recurring webinars, – integration with Google Analytics.

GoToWebinar

This platform focuses on slightly different features than the ones we mentioned earlier. There is no special presentation mode in it, so data can only be displayed on the basis of screen sharing. There is also no drawing board, though you can make on-screen notes when showing files. However, it is possible to introduce a custom registration form. What does it give you? You can get a lot more information about your participants by adding your own questions. You can also create paid webinars (paid in dollars only) and create certificates for attendees.

What other useful functions does GoToWebinar have?

When it comes to presenting opportunities, the audience attention indicator is a good addition. Thanks to this tool, you can check even how many percent of people are currently looking at your screen or which participants are the most involved (there is an option to raise a hand virtually). In addition, you also have a chat and a Q&A panel at the webinar, and you can quickly conduct a survey among participants during your speech. The add-on that can be very useful to you are automatic transcripts that you can download after the recording is finished. An option not available on other platforms is the ability to provide participants with downloads.

GoToWebinar has perhaps the most personalization options out of the tools mentioned. You can not only add your colors and logos here, but also set the number and time of sending e-mails with webinar reminders and thank you for participation. The tool will also allow you to track the source from which the most entries for the webinar are coming from, share the recording after the webinar ends and change the URL to your own.

The most important information at a glance:
– the ability to add questions to the registration form,
– integration with CRM,
– number of emails with reminders to choose from,
– conversion source tracking, – audience attention indicator,
– paid webinars,
– certificates for recipients, in order to participate in the webinar, you must have the application downloaded,
– automatic transcriptions.

GetResponse

– up to 3 presenters
– up to 20 hours for recordings

This name is most associated with the newsletter tool, and rightly so. Initially, the platform was only used to create them, but over time the company expanded its offer to organize webinars. Thanks to this, buying a webinar package here is a good deal for people who already use GetResponse for e-mailing and have a contact base built there. In this tool, you can send e-mail invitations using one of the many templates available. You also get the option to create landing pages and configure the autoresponder.

What other useful functions does GetResponse have?

What has GetResponse prepared for the presenters? There are interactive whiteboard, screen sharing, presentation mode and the ability to play videos during the webinar. There is also a CTA that you can use to direct your audience to the offer page. Of course, there is also a chat for participants in this tool. You can integrate your webinar with Facebook and YouTube, so your audience can also find you on platforms that they know well.

GetResponse has a paid webinar option, however these are only available in more expensive packages. An interesting option, however, are automatic webinars that users can play in return for leaving you with their e-mail address. Also here you can personalize the webinar URL and record the speeches to share them later as well. The thing to be aware of is that package prices are not fixed – they increase as your audience list grows.

The most important information at a glance:
– e-mails with invitations – many templates,
– the ability to create landing pages,
– integration with Facebook pixel,
– URL adaptation,
– integration with Facebook and YouTube,
– automatic webinars available by e-mail,
– integration with the newsletter database, if we have an account there,
– paid webinars only in more expensive packages,
– the price increases with the number of participants.

AnyMeeting

– up to 12 presenters
– 30-day trial period

AnyMeeting is a platform designed mainly for small webinars – the maximum number of participants here is 1000, which is a big difference compared to other tools where the limits are tens of thousands. Here, too, a chat is available for participants, both public and private. However, you can completely remove chat on your speech so that nothing distracts your audience. AnyMeeting allows you to personalize your webinar, including sending invitations tailored to your needs.

What other useful functions does AnyMeeting have?

As for the basic functions for the presenter, here you can share the screen, show presentations, movies and pdf files and block participants who do not follow the meeting rules. You have the Q&A panel and engagement statistics at your disposal all the time. You can conduct real-time surveys and of course record your webinar for later use.

AnyMeeting also offers an interesting option for presenters who work together remotely. The package of this tool includes the so-called green room, i.e. a room for leaders. It is available one hour before the scheduled webinar so that presenters can discuss their speech together in private conditions. In addition, the website also offers e-mail reminders about webinars and personalized forms for participants. The only thing you need to remember is that the website does not allow broadcasting from mobile devices.

The most important information at a glance:
– personalized invitations,
– real-time polls and emoticon reactions,
– public and private chat for participants (possibility of removing it),
– the ability to send presentations, pdf and mp4 files,
– custom forms and registration pages,
– green room for lecturers, – e-mail reminders about the webinar,
– cannot broadcast from mobile devices.

WebinarJam

– up to 6 presenters
– up to 4 hours of webinar

This platform offers an interesting solution when it comes to landing page for registration – here you can choose two templates from those provided by the tool and test which one is more effective. If you want to create webinars on a regular basis, you will love the option to permanently book one room. Then the same link leads to each presentation, so participants will easily find you. In addition, WebinarJam offers reminders not only in the e-mail version, but also via SMS. One of the most interesting solutions of this tool, however, is the so-called panic button. If you have technical problems during the webinar, you can move all presenters and participants to a new working room with one click.

What other useful functions does WebinarJam have?

The lecturers also have a lot of possibilities here. The package includes standard options such as screen sharing, chat or presentation mode, but also the ability to take notes on presentations, create polls and polls, and enter clickable offers to your products during the webinar. You can conduct your seminar here both from the computer and the telephone, so you can broadcast without any problems, wherever you are.

In WebinarJam you will also find a separate room for the technical person, i.e. the control center. Thanks to this, you do not have to deal with everything yourself during the presentation – you can ask someone to moderate the chat, share surveys and offers at appropriate times, or track statistics. The platform also gives you the option to create paid webinars for which participants pay via PayPal or credit card.

The most important information at a glance:
– automatic recording of the webinar and the ability to set the times of repetitions,
– the option of booking a dedicated room – always the same link,
– you can change the status of any participant to presenter at any time,
– possibility to test two landing pages,
– e-mail and SMS reminders,
– e-mails after the webinar tailored to the user – depending on whether he stayed until the end or left earlier,
– the ability to create clickable offers that will appear at a given moment of the webinar,
– panic button,
– control center – a separate room for a technical person,
– paid webinars (credit card or PayPal).

Livestorm

– free plan with no time limits (20 minutes of webinar, up to 10 participants)
– possibility of paying extra for an additional presenter
– up to 4 hours for a webinar

Livestorm is another platform that is available, so it is easy to use even for participants without knowledge of English. Here you can create paid webinars and pay per view recordings. In addition, Livestorm offers a registration form that you can embed on your website, and an option to track which sources are generating the most registrations.

What other useful functions does Livestorm have?

The platform allows you to share your screen, conduct presentations, and enter CTAs into your webinar. Of course, there is also a live chat and the option to record your speech. You can also integrate a webinar with CRM to conveniently collect leads. If you like to be in touch with your audience, you will also be pleased to invite any participants to speak – with no limit to the number of participants.

Also in Livestorm you have the option of personalizing the registration form and the webinar itself – you add your colors and logo so that everything matches the company’s visual identity. The platform also allows you to plan repetitions of your speech – you can show it any number of times. The option of exporting all statistics to pdf is also convenient here – it will be useful if you want to print them, show them to your superiors or send them to the client.

The most important information at a glance:
– personalization of the registration page,
– unlimited number of repetitions of the recorded webinar,
– inviting participants to speak,
– possibility of introducing CTA,
– the ability to embed the registration form on your website,
– on-demand webinars,
– paid webinars,
– automated webinars,
– analysis, statistics, tracking the source of registration,
– the ability to export statistics to pdf.

WebinarNinja

– up to 10 additional presenters
– up to 8 hours for a webinar
– 14-day trial period

WebinarNinja allows you to create paid online seminars and on-demand webinars, as well as hybrid versions. What does it mean? You can record part of the speech in advance, and live only parts of it – for example, those that involve interaction with participants. Before starting the recording, you can also create offers targeting your products and plan when they should appear on the audience’s screens.

What other useful functions does WebinarNinja have?

Presentations, chat, polls, screen sharing – all of these basic options are also found in WebinarNinja. You can also change the registration and thank you pages according to your needs, including adding additional questions to the forms. The tool also allows you to change the meeting URL to your own – to refer to your brand.

The platform allows you not only to plan reruns of the webinar, but also to upload the recording to the webinar search engine – thanks to this, even more people can find you. An interesting option is also the ability to export data from the system, including even the participants’ chat recording.

The most important information at a glance:
– on-demand webinars,
– paid webinars,
– hybrid webinars – recording with the host,
– the ability to create offers in advance and make them available to participants by clicking or at a scheduled time,
– integration with CRM,
– data export (including chat),
– personalized url,
– the ability to add a webinar to the webinar search engine.

Of course, there are many more webinar tools on the market. They differ in interface, additional options and prices. For the purposes of this list, we chose those that together create a cross-section – from very simple ones, intended for people who are just starting to run webinars, to professional ones, providing many marketing options.