Let's take a closer look at the chart: Seems like a pretty consistent trend here. The following chart shows CTR decreasing by Ad position: The biggest factor influencing CTR for Pay-Per-Click Advertisement is the position of the Ad. It is hard to say what a good Click-Through Rate (CTR) is, as it varies between the keywords used, the position, the audience, the type of industry, etc.Īccording to Google, the average CTR for AdWords Campaigns is only 2%, and anything over 2% can be considered above average. Video publishers who don’t have a video in the top spot should experiment with more enticing headlines and thumbnails.Keep in mind, if you have a high number of impressions and your CTR is still below average, it can also mean that you are targeting the wrong key keywords, or your ad is not appealing enough. But there are no guarantees the top spot will deliver the highest impression clickthrough rate.
So even when a video gets the top spot, it will have the same impressions on a desktop computer as the second-ranked video. 2 video has a much brighter color and appears to be attracting a growing number of clicks since it first appeared. 1 in YouTube search results for its critical keyword phrase. The first poor performer above is ranked No. This click behavior by visitors is no different than how they behave with search engines. A video at the top of search results will have higher click rates than the second-highest video if that second video has similar content, title and other factors. It’s important to keep in mind the impact of competition on click rates. When I replaced the thumbnails for the two worst performers, their click rates increased by 1.0 percent and 1.6 percent respectively. Babies, animals (especially dogs) and attractive women in bikinis for travel videos are popular photo subjects. There are a few exceptions about the importance of image subjects. The subject of the thumbnail image isn’t that important because of its small size, especially if a video title is imposed over the image. It also points out the importance of the thumbnail photoso. They strongly suggest that bright colors help attract attention. The other video with a low click rate also had a photo with a dull set of colors. Most of the photos have bright colors, but the worst performing video has dull colors. One obvious answer is the thumbnail photos. The thumbnails have the same design, although the photos are different.īut their click-through rates vary quite a bit. The titles and descriptions are similar in content. The channel has 14 travel videos that focus on a similar topic but for different locations.
The experience of this company with a small channel offers some useful insights. What is a good YouTube impression click rate? YouTube gives the answer: “Half of all channels and videos on YouTube have an impressions CTR that can range between 2% and 10%.” The statement suggests that a 6 percent click rate is about average. For example, the small channel that this company produces has rates ranging from 7 percent to 11 percent over a recent 90-day period with an average of about 9 percent. The resulting data is likely to show some variations from one video to another. But a better time period is 90 days to get rid of anomalies from seasonal impacts and other factors. The default time period for the metrics is 28 days. Wondering whether your Impressions click-through rate is high or low?”
This measures how often viewers watched a video after seeing an impression.
YouTube describes the click rate this way: Scroll back up and click on “Select secondary metric”, “more metrics” and “impression-click through rate” under the Reach heading. The impression click-through rate does not show by default. The next page will show each video as well as views, view duration and percentage viewed. Scroll down and click on See More in the middle of the page. Video publishers can find the impression click-through rate by going into YouTube Analytics and clicking on Channel Analytics on the right side. The click rate is also a measure of how much YouTube visitors value the content of the video. The YouTube impression click-through rate offers useful insights about the effectiveness of a video’s title, thumbnail image and text description.
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