What is the standard rate of clicks and conversions?

Every once in a while, I receive a variety of questions from customers and potential customers, which are related to industry standards, and are some difficult questions to answer accurately. For example, I got the question, "What is the standard click-through or conversion rate for an advertising campaign?"

The reality is that although we have industry classifications, the rate of click-through and conversion rates are more influenced by product demand, brand awareness, and innovation. I'm not saying that the media has no impact on the effectiveness of the campaign, but the media will present you to the user and innovate to move forward.

Of course, when we do a serious analysis, we will know the good clicks and conversion rates. For banner ads, more than 0.2% clicks are good clicks, conversion rate is higher than 5% is a good conversion rate, but this is still not effective to achieve profitability. Therefore, meeting industry standards does not mean that you have achieved success. For High-cost products, low click-through or conversion rates may be feasible, and high CTR and even high conversion rates are still not beneficial for low-value products.

In all kinds of research, I often cite industry standards and even tell my clients what I think is a good Ctr. However, more of the situation is to show the customer click-through and conversion rate model, indicating that we must work hard, and strive to develop a viable cost, flow and sales of each activity. Therefore, instead of looking to meet industry standards, we might as well optimize to achieve a viable ROI goal.

This means that low ad locations (low clicks and conversion rates) are still mixed if they send a viable ROI. Conversely, high-priced AD locations (with better KPIs) may not produce a viable ROI.

Focus on the ROI goal of advertising campaigns, and develop a more rational approach to open up viable online media channels. This also allows media managers and clients to accomplish two important things:

-If their goal is to have some kind of cost or traffic for each activity, analyze the past value-added advertising position.

-Compared to last month's activities, not industry standard standards or.

(Original in: March 1, 2011; Compiling: Song XI)