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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Analyzing relative CTR to benchmark display performance

CTR on display is typically much lower than CTRs you're used to seeing from your search campaigns. Instead of comparing your display CTR to your search CTR, a more useful metric would be to understand how your display ads fare against other display campaigns. To help you analyze and benchmark how your display CTR compares to other ads, AdWords provides the Relative CTR metric in your account.

How to do it...

To view relative CTR, perform the following steps:

  1. Click on the Campaigns tab. You can also view Relative CTR at the ad group level.
  2. Click on Columns and choose Customize columns.
  3. Under Competitive metrics, scroll until you see Relative CTR:
  4. Click on Add to add the metric to your dashboard ...

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