I’ve had some amazing access to Hitwise over the past few days and have discovered some truths that might help you realise your campaigns ROI. This golden nugget is some real CTR data for fashion related SERPS. Check it!
| Position | Actual CTR % | Expected CTR % |
|---|---|---|
| 1 | 10.22 | 30.07 |
| 2 | 8.05 | 9.31 |
| 3 | 6.9 | 6.72 |
| 4 | 5.74 | 4.06 |
| 5 | 5.39 | 3.64 |
| 6 | 4.35 | 2.87 |
| 7 | 3.92 | 1.82 |
| 8 | 3.8 | 2.24 |
| 9 | 3.23 | 1.82 |
| 10 | 2.42 | 1.47 |
Expected results are calculated from previously acknowledged search CTR for organic terms divided by 0.8 to split between organic and PPC. The actual results are compiled of an average position from the top 12 terms spanning 2 different line specific keywords.
What this graph shows is that from position 7 onwards there’s a consistent volume of traffic. With these figures you can more accurately estimate return on investment for uplift on your keywords.
Its also interesting that the top places don’t yield massive traffic!… enough of my rambling lolz.
Thanks for this Mark
I’ve long suspected that the received wisdom of 30-40% ctr for position 1 dropping down to ~3% for position 10 was suspect for certain markets.
I get the feeling that if you were searching for information on a weird skin complaint, you’d probably click on the first result and have your question answered without looking at the other results.
On the other hand, if you were doing a generic (non brand) search for a sofa, there is no way you’d only look at the top result.
The 40%->3% spread has probably been peddled by “gurus” in the internet marketing, make money online using adsense brigade.
I suspect for a lot of shopping queries, there’s a much broader spread of CTR as you’ve demonstrated here.
Cheers
Hadi
Yes thats why i thought these were worth publishing.. the expected CTR’s for positions are way off in this case.
Thats an ctr for “exact” search keywords/keyphases? (kinda realistic from my practice)
If you have 1 place on long tailed keyword – you may have 30-50% ctr.
Simply awesome.