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Actual click through rate is good; expected is bad
I started a campaign for my criminal law firm a few months ago. Quality scores for most keywords are 7/10. And relevance and landing page experience are above average. But my expected click through rate is below average .
I don’t understand why, my actual click through rates for keywords range from 5-12%. My research tells me that the average for law firms is 3%.
Is it simply because I don’t have enough impressions yet?
I have a few hundred impressions for most keywords .
Overall I’m satisfied with how many clicks I’m getting and the profitability of my campaign. But I would of course like to lessen my cost per click.
Any tips on how to improve expected click through rate?
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1 Reply
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Expected CTR initially relies on Google’s vast historical data on traffic related to the keywords you’re bidding on. In order for you improve the Expected CTR component of QS, you need to accrue significantly data outperforming Google.
A 7/10 quality score is very strong for nonbranded keywords, especially in expensive industries like criminal law. In the past, I was happy with 5/10 for my clients. Even if you were to go from below average to average in the Expected CTR component, if you’re already at a 7/10 you’d only improve to an 8/10.
Overall, QS is not a metric you should have as one of your KPI. The CPC cost savings is not linear, and won’t make or break your account.
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