How Clickthrough rate is calculated

CTR is a ratio and it’s determined by your clicks ÷ impressions. Example: if you had 100 impressions and 10 clicks your CTR would be 10%.

How to improve CTR in Google Ads

1. Make your ads as relevant to the searcher as possible.

2. Put yourself in the shoes of the visitor and use the ad preview tool to see how your ad appears alongside the competition.

3. Use all available assets (ad extensions) in your account - if your ads are the only one using an image extension for example, it will definitely stand out among the rest of the results.

4. Use a different ad copy theme than the rest of your competitors - ads that all look the same tend to blend in - you want them to stand out and grab attention.

5. Increase your overall branding efforts for your business. A more reputable & prominent business is more recognizable to users.

What is a good CTR in Google Ads?

A good Click-Through Rate (CTR) in Google Ads is relative to several factors, including your industry, target market, and the average position of your ads in search results. 

For instance, keywords ranking in position #1 are expected to have a higher CTR compared to those in position #4. While the average CTR across all industries is slightly above 3%, the performance of your CTR is ultimately tied to its average position.

What’s the difference between CTR and expected CTR in Google Ads?

CTR is the actual percentage of times someone has clicked or interacted with your ad.

Expected CTR is a keyword status applied by the Google Ads system that’s a projection on how likely it is that someone will click on your ad. Expected CTR is used as part of the quality score metrics by the Google Ads system.