I recently set up a campaign on Adwords. Based on historical data, the conversion of sales was better on the Google network. not the search engine, however on the network, the CTR is very low an average of 0.11%. Does anyone know how to improve CTR on networks within adwords. Also can anyone point in the direct where I can teach myself on best adword practices? Thanks,
Please clarify. When you say "on the network", are you talking about the search partners or the display (aka content) network? I think you may be referring to the content network. If so, best practice is to have separate campaigns, one for search only and one for content only. They are very different and should be treated differently so that's why you want them separate. That's also why CTRs are very different. In search, people search for your keywords while in the display network, they are not and you are doing interrupt advertising, just like every other media such as newspapers, radio, TV. People click your ad only if you've attracted their attention somehow or just happen to see your ad. A 0.1% CTR is typical on the content network. You can do much better. I've reached 1.5% myself and I've heard of others beyond that. I talk about how in my book (link below) and I'm thinking of writing a new one just for the content network. Typically, the sales conversion rate is lower on content so I'd say you are doing well although you say it is a recent campaign so probably low sample data.