Today: how a higher bid quietly raised the click rate

Today: how a higher bid quietly raised the click rate

Your bid is how much you offer to pay per click. CTR is the share of viewers who tap. A beginner assumed these two had nothing to do with each other. A small test showed otherwise.

Many push sources show your best creatives to more people when you bid a little higher, because the source earns more too. So she ran the same creative at two bids:
— Low bid: shown mostly to leftover, sleepy subscribers. CTR 0.4%.
— Slightly higher bid: shown to fresher, more active subscribers. CTR 0.9%.

Same banner, same words. The higher bid bought access to a better audience, which lifted CTR and, in this case, profit.

The lesson: the cheapest clicks aren't always the best deal.

Try this: find your bid setting and just note the number. Understanding what it controls is a big step. Really nicely done.