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Does 0 clicks equal 0 % CTR?

[ Edited ]
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# 1
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This seems silly but we are testing new keywords and it was recommended that we keep keywords only if they show conversions AND have clicks.

But doing this means that we keep keywords that have impressions that have 0 clicks.

 

So my question is -- does having 0 clicks specifically  mean a 0% CTR? And does that affect Quality Score?

 

Thanks.

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Accepted by Eric Gehler (Badged Google Partner)
October 2015

Re: Does 0 clicks equal 0 % CTR?

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# 2
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Hey Alyssa, how are things?

 


@Alyssa S wrote:

does having 0 clicks specifically  mean a 0% CTR?


Yes! Having 0 clicks means 0% CTR%.

 

CTR% is reached by : Clicks / Impressions * 100

 

So if you had 100 Impressions and 7 clicks you would then have: 7 / 100 * 100 = 0,07 * 100 = 7% CTR%

 

Since mathematics show us that anything multiplied by 0, is 0, then...0 clicks you give 0.00% CTR

 


@Alyssa S wrote:

And does that affect Quality Score?

 


I believe it does.

 

It's known that CTR% is one of the metrics that have a huge weight on QS, and as Google measure how relevant you're being towards the user query, having a 0.00% will probably say to Google that you're not being relevant for the user, otherwise your ad would receive clicks. 

 

But only for that keyword Quality Score. It should not affect other keywords.

 

Hope this helps.

Leandro Martinez

 


Leandro Martinez | Basta1Click

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Marked as Best Answer.
Solution
Accepted by Eric Gehler (Badged Google Partner)
October 2015

Re: Does 0 clicks equal 0 % CTR?

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# 2
Participant ✭ ✭ ✭

Hey Alyssa, how are things?

 


@Alyssa S wrote:

does having 0 clicks specifically  mean a 0% CTR?


Yes! Having 0 clicks means 0% CTR%.

 

CTR% is reached by : Clicks / Impressions * 100

 

So if you had 100 Impressions and 7 clicks you would then have: 7 / 100 * 100 = 0,07 * 100 = 7% CTR%

 

Since mathematics show us that anything multiplied by 0, is 0, then...0 clicks you give 0.00% CTR

 


@Alyssa S wrote:

And does that affect Quality Score?

 


I believe it does.

 

It's known that CTR% is one of the metrics that have a huge weight on QS, and as Google measure how relevant you're being towards the user query, having a 0.00% will probably say to Google that you're not being relevant for the user, otherwise your ad would receive clicks. 

 

But only for that keyword Quality Score. It should not affect other keywords.

 

Hope this helps.

Leandro Martinez

 


Leandro Martinez | Basta1Click

Re: Does 0 clicks equal 0 % CTR?

Badged Google Partner
# 3
Badged Google Partner

@Alyssa S wrote:

But doing this means that we keep keywords that have impressions that have 0 clicks.

 

 

Thanks.


First of all Great answer above by @leandrofm 

One thing you may want to consider, in your audit is if you should keep or remove the keyword with the 0 clicks and some impressions.

 

I always pause 0 impressions - 0 clicks, and then determine if the 0 clicks x impression are of value in their current ad group.  If I can improve those keyword to receive clicks ( ie  place in their own new tight niched ad group and ad copy and check if other keywords are being severed more often by other keyword based on ad rank) then I  work to improve them, I check the ad position, are they too low? Does it need a bump in Bid to be seen higher?

but if not or the ad preview shows they are being served elsewhere. I may just pause those 0 clicks and X impressions keywords as well.

 

Having tight focus in your keywords, ad copy in the respective Ad groups ( along with negative keywords when applicable) is the best practice. Also make sure the Ad position is high enough ( via bid price) with a completing Unique Selling Proposition giving your keywords the best opportunity to produce the click and Lead/sale.

 

Also at times with 1000's of keywords in campaigns, it makes it more manageable to sometimes pause out those 0 for 0 and 0 for X situations and look to see if those 0 for 0/X are terms that are really relevant for produce the expected lead/sale.  If they are good keywords then work on them into their own groups or bump the bid price if the ad position is too low.

 

Hope that helps