Relative Clickthrough Rate & Impression Share (GDN)

Peter Devereaux
by Peter Devereaux 16 Jun, 2011
Relative Clickthrough Rate & Impression Share (GDN)

Google has been investing heavily over the past year in targeting, optimization and measurement, and advertisers are first in line to benefit with two recently released enhancements to the Google display network. 

 

Relative CTR: While clickthrough rate (CTR) indicates how often users click on ads it can't tell you how ads perform compared to other ads on the same page - enter "relative CTR" which shows advertisers how ads perform relative to those ads being displayed on the same places on the Google Display network. For example, if your display ads have a CTR of 0.04%, while other ads in the same places on the GDN have a CTR of 0.02%, your Relative CTR is (0.04)/(0.02) = 2x. Relative CTR will be a solid indicator to advertisers they they are outperforming or underperforming other advertisers and that display ads are resonating. 

 

Impression Share: Google also released the Impression Share (IS) feature which represents the percentage of times that ads were shown out of the total available impressions on the Google Display network. For example, advertisers may notice they are losing 25% of impression share due to budget restrictions and must increase this campaign's daily budget to get more impressions. Or that they are losing 35% of impression share due to Ad Rank and may need to raise bids or improve creatives.

 

Two other notable features were released for the GDN this week including the Unseen Impression Filter which ensures that advertisers are not charge for impressions that have a low probability of viewing, and the Content Ads Diagnostic Tool (CADT) which indicates why ads aren't showing. 

 
Peter Devereaux
Peter Devereaux
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.