Google Giveth and Google Taketh Away

The Agitator

There’s some good news: the $2 cost-per-click limit has been lifted for those who are optimizing toward conversions. (You You are optimizing toward conversions, right?). But the massive change is this: Google now requires you to have a click-through rate (CTR) of 5% instead of 1%. (Lest I get into rant-ish territory again, I’ll simply state that for-profit advertisers are not being held to the same standards and leave it at that.).

A potpourri of updates

The Agitator

Also, raising the $2 limit as long as you optimize toward conversions, while requiring the ad account to optimize toward a high CTR standard, makes no sense. To meet 5% CTR, most nonprofits have slashed their keywords, spend, and reach to hit this arbitrary threshold. Here at The Agitator, we pride ourselves on well-reasoned, thoughtful posts that explore important themes in depth often over a week. This isn’t going to be one of those weeks.

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Using Email Metrics to Determine Success

Non Profit Marketing 360

There are three email metrics that help us derive value: Open rate , which is the estimated amount of views on an email, click-through-rate (CTR) , which measures clicks of various links inside the email, and unsubscribes and subscribes. The next metric we’ll look at is click-through rate, or CTR , clicks from the email to some other destination based on the web such as printable versions of a coupon or other pages on your Website.

The Joys of Google Grants, Part 2

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and had a CTR was 2.17% and a conversion rate of 4.40%. For example, NWLC's website is undergoing a redesign, but right now, our site isn't very well optimized for search engines.

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Advocacy Fundraising #3: Finding and Converting Advocates

The Agitator

While it’s harder to stay compliant with Google, advocacy pages will often have high click-through rates and can help you stay above 5% CTR with your ads. Make sure that each of these has a good capture device – a form you optimize as carefully as your donation form with a quality ask.

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