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Google Ads Click-Through Rate (CTR) and Conversion Rate (CVR)
1. If my Google Ads search campaign’s goal is to drive visitors to the website, is it safe to say that my ad’s conversion rate (CVR) is equivalent to my click-through rate (CTR) because an ad click would lead to a web visit anyway? Why?
2. If the answer to question # 1 is yes, would there be a reason why I should still set up a conversion action and track the conversion rate (CVR) separately from the click-through rate (CTR)?
Thanks in advance!
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3 Replies
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You should always set up conversion action so you could benefit from smart bidding and smart campaigns. For example, when you gather enough conversion data you coul use smart display campaign that will drive conversions (visits in your case) for specific price.
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Clickthrough rate is more a measure of how catchy or relevant your ads are but not a measure of visits. Instead of just using the clicks and CTR as your KPI, you can also create a goal in Google Analytics based on session duration. This way you will only count the users who actually read your landing page as a successful interaction. For example, you can create a goal that will be triggered if the user clicked on the ad and stayed on the website for at least 60 seconds. You can then import this as a conversion in Google Ads and use that as your KPI.
When you have this conversion in Google Ads, you can take advantage of smart bidding strategies and smart campaign as [mrgood5rovic](https://www.reddit.com/user/mrgood5rovic/) has mentioned.
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Curious how someone simply visiting your site could be the most profitable action they could take there? Is there really no further opportunity for conversion that the site offers other than the initial visit (ie. newsletter, contact form, etc)?
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