Anyone who has dipped their finger into the ocean of performance marketing has heard of CTR. CTR, which stands for “click-through rate,” is a calculation of the number of people who clicked on an ad (clicks) divided by the number of times the ad was displayed (impressions).

What is the CTR?

As a classic measure of performance marketing, you will find a large amount of CTR. But CTR is more than a metric. Actually. Since advertisers typically pay publishers for each click on an ad, CTR affects the results on both sides of the ad partnership.

So in light of how important CTR is to your daily PPC activities, we’ve rounded up 7 things you really need to know about your CTR. Just by internalizing these points, you will have a great understanding of how CTR works and what you can do with your CTR to improve it from what it is today.

Why is CTR a key indicator?

In general, a high CTR has been shown to correlate with higher conversion rates. This is probably related to the fact that if people click on your ad, there is something interesting about it. In turn, they are more likely to be excited about your offer and follow through on your call to action. Also, if more people click, the engagement rate is higher, the Quality Score improves, the cost per click is lower, and the impression rate increases as well. A good CTR has a ripple effect, creating a complete chain of positive results.

What is a “good” CTR? It depends…

What is considered a good CTR varies a lot and also depends on the platform. For paid AdWords search, the 2% CTR is average, and anything above that number is considered good.

However, for Facebook ads, the average CTR is 0.9%. Another variable is the type of industry it serves. This page has some interesting charts showing the CTR averages for various categories. Top 3 CTR Artists? Meetings and contacts, finance and insurance and B2B.

In addition to keeping up with the industry average, remember: the toughest competitor you face is yourself. Try to beat your own record and focus on getting a higher CTR in your next campaign than the previous one.

Does CTR affect your SEO?

Your search engine ranking is based in part on the popularity of your website, and popularity is measured by page views. The more clicks your page gets, or in other words, the higher your CTR, the more valuable it will be seen by the search engine. So naturally your page will rank higher. Conclusion? A higher CTR equals better SEO.

It is a question of quality and relevance. Search engines study participation to determine which pages are best suited to the search query. So make your website the “party everyone wants to attend” and improve your CTR to boost your SEO.

To improve CTR

There are different factors to consider when trying to increase CTR on different digital marketing channels. How you increase CTR depends on where you want to increase CTR.

For example, if you have a low CTR on a social media channel like Facebook or Twitter, think about hashtags that can help you expand your reach to your target audience; And when trying to increase CTR on a PPC ad, you need to pay close attention to your headline and text.

Here are the tips to keep in mind when trying to improve CTR:

1. Use negative keywords

Another very important tip is to use negative keywords to improve not only your CTR, but also the overall performance of your campaign. If you are new to Google Ads, remember that the goal of your ads is not to reach as many people as possible, but to present them to the most relevant users.

With negative keywords, you can exclude search terms that are irrelevant to your business, reduce indifferent impressions, and therefore increase CTR. This will ensure that you don’t waste your advertising budget and present relevant ads to your audience.

So when you look at your underperforming ads, take a look at the list of keywords associated with the campaign, filter out the irrelevant or overly broad keywords, and mark them as negative keywords. To do this, simply go through your search terms report and look for search terms that have a very low CTR.

2. Use match types for keyword targeting

Once you start bidding on different keywords, you will have the option of using different keyword matching options.

Keyword match types indicate how closely your keyword must match the user’s search query for the ad to count in the auction. Choosing your match type can affect both your CTR and your CPC, so make sure you choose wisely.

3. Include a clear call to action (CTA)

Having a strong and clear CTA in your title can dramatically improve your Google Ads click-through rate (CTR). A good practice is to use action verbs like buy, learn or reserve, which will grab the attention of users and ultimately encourage them to take that action.

Another tip is to use powerful words like “You”, “Now” or “Best” to convince more users to commit to your business.

Also, be sure to capitalize the first letter of each word to make your ad copy appear more professional and eye-catching.

4. Add keywords in your ad title and description.

When it comes to Google Ads, your ad copy is the key action driver for click-through rate. Another simple but effective trick to increase your CTR is to use your ad group’s main keyword in the headline and ad text.

Internet users are more likely to click on ads that contain the keywords they just entered than on ads without them. So the more relevant your ad is to the search query, the more likely you are to attract the right search engines and increase your CTR.

5. Include questions and address the user

Including a question in your headline or primary text is a great way to grab a user’s attention. Actually, research from Social Influence found that headlines in the form of questions received 150% more clicks than statement headlines while including the word “you” made it receive 175% more clicks!

6. Optimize your ad extensions

Another simple way to increase your CTR is to use all relevant ad extensions. By adding more extensions, your ad becomes more attractive to your audience because you are essentially providing more information about your product or service, which can lead to an increase in your CTR.

7. Mention promotions and use FOMO

Mentioning promotions can not only get more people to click on your ad to learn more, but it can also lead to increased conversions. In fact, WordStream found that numbered titles outperform unnumbered titles with a 217% increase in CTR and a 23% improvement in conversion rates.

When mentioning limited-time offers, be sure to incorporate FOMO or “Fear of Missing Out.” Remember, the goal is to create a sense of urgency or scarcity to convince users to take action.

8. Improve your quality score

The Quality Score is Google’s rating of the quality of your ads, keywords, and landing pages. The more relevant and engaging your ads are, the higher their Quality Score. And the higher the Quality Score, the higher your ad will rank on Google.

Basically, when more and more people click on your ad, Google knows that your ads are relevant and informative to users, and because of that, Google rewards you with better ad rank and lower costs over time. .

A higher quality score also means that you can bid less than your competition. For example, if you have a QS of 10/10 and your competition is lower than you, then Google will actually “prefer” your auction ad because it shows that your campaign is relevant and organized, that it has a strong CTR. . , your bids are strong enough, and you get a good landing page experience.

10. A / B test and optimize your text ads

To get a good CTR and a positive ROI, you need to continually work on your ads. Save time by providing multiple titles and description options, then let Google show your customers the most relevant combinations.

We recommend that you use a combination of 2 responsive ads and 1 Search Network ad. Responsive Search Ads are great because you can enter multiple titles and descriptions. Over time, Google Ads will automatically test different combinations and find out which ones work best.


Now that you know our key tips for increasing your Google Ads CTR, it’s time to put them into practice. Let us know which of these tips have been most helpful to you, and if you have any questions about Google Ads performance, feel free to ask them in the comments section below.

Is a high CTR good or bad?

For many campaigns, a high CTR is a great indication that you’re getting closer to your goals of more leads and more sales. The more people that click, after all, the more who have an increased chance of purchasing. Conversely, a low CTR often means that your ads are not a good match for your target audience.

What is a good CTR?

The CTR Equation

Basically, it’s the percentage of people who view your ad (impressions) divided by the ones who click your ad (clicks). As far as what constitutes a good click through rate, the average is around 1.91% for search and 0.35% for display.

What is CTR problem?

A ratio showing how often people who see your ad or free product listing end up clicking it. … CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

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