Click Trough Rate, or CTR for short, is the so-called click-through rate. Learn what it is and why this metric is important when evaluating the quality of your PPC ad in paid search advertising.
Every search engine places great emphasis on the appropriate click-through rate, because when paying per click, the more times users click on the ad, the more money they earn.
However, CTR is also essential data for advertisers, who can use its donna parrish vice president marketing measurement to see whether they have set up their advertising message correctly and are able to attract potential customers. They have different needs or desires and are looking for answers to their questions in the search engine.
This way, you know exactly what users want and what they are trying to find at that moment. Your first step to satisfying their need is to place relevant ads in paid search, and CTR will help you determine whether you are succeeding in this and are able to bring customers to your website.
How CTR works
Click-through rate, in layman’s terms, is the percentage of impressions turkey data that lead to a click. If your ad receives 1,000 impressions and 1 click, your CTR will be 0.1%. Click-through rate is a measure of how well your ad campaign is responding to user needs.
High CTR: Users find your ad very relevant.
Low CTR: The ad is considered to be of little relevance among users.
Every PPC campaign aims to get exactly the customers you are interested in to visit your website and take the desired action (purchase, download an app, fill out a form, etc.), which will result in a conversion. Thanks to CTR, you can then improve the relevance of your ad, which subsequently leads to an increase in the number of desired actions taken.
Several factors influence the correct click-through rate
In general, it is impossible to say what the correct click-through rate is, because, like other matters in PPC advertising, it is not so clear-cut.
CTR mainly relates to:
- your field
- list of keywords used
- individual campaigns under a PPC account
When searching for your brand name or branded product, click-through rates using branded keywords can reach double digits, while CTRs for common non-branded words and phrases can fall below 1%.
Robots also evaluate you based on CTR
Click-through rate not only determines how well your ad meets searcher needs, it also helps search engines evaluate your campaign, which can help you rank higher in the SERPs.
PPC is not just an auction and does not work in such a way that whoever pays the most automatically displays their ad in the highest positions. These belong to advertisers with the highest ad ratings, which are greatly influenced by CTR.
However, the whole thing is a bit more complicated. Google assesses actual CTR versus expected CTR right at auction time. So if you have a lot of ads with low CTR, the robot assumes that other new ads added to your Google Ads account will be the same and may automatically rank them lower on the page.
This means that it is really important to understand the meaning of CTR and try to improve its score, because with a low click-through rate, your