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CTR (Click-Through Rate) Overview

CTR stands for Click-Through Rate. It is the rate at which people click on a particular ad online. A high CTR is essential for PPC success because it directly impacts your Quality Score and how much a company pays each time a user clicks on a search ad. Is your click-through rate holding you back? Or is it high enough? These are some of the questions that concern almost every webmaster.

What influences a page’s CTR?

A page’s CTR can be influenced by a number of factors. So, there is no clear cut answer to this question. Some of the factors to consider are:

Audience and targeting

B2B or B2C

Branded or non-branded

Keyword position in the search funnel

Ad copy creative message – CTA

Offer type

Display URL

Imagery/design

Industry competitiveness

So what is a good CTR?

This is one of those “it depends” questions you often hear in online marketing campaigns, and the answer “it depends” is actually a reality, sorry. So that’s it.

This is what a good CTR should be. Keywords with very high commercial intent and very specific nature will appear in 10%-20% of ads (or 5%-5% of pages). Keywords with low commercial intent and less specific may have a CTR below 1%. In both of the above cases, you are likely to have a good CTR in terms of Quality Score.

Good CTR:

A good CTR depends on several things: e.g. targeting, industry, ranking, keywords, etc. To improve your CTR on the Display Network, try the following: Consider the following tips:

If you are running a keyword-based campaign in Display, try to identify which domains have a high click-through rate and include those domains in your manual placements.

Keep in mind that in the display space, all keywords are partial matches. Therefore, make sure to set up negative keywords to ensure you get relevant impressions.

Check the relative click-through rate metric for your rankings.

Click-through rate calculation formula:

Assume your ad gets 10 clicks per 100 impressions. In this case, your 

click-through rate is calculated as follows: –

Click-through rate = 10/100 = 0.1

A click-through rate of 1% is considered ideal.

Click-through rates for email campaigns

Most email service providers (ESPs) track emails and allow you to view the results in email tracking reports. These email tracking reports are analytical summaries of the results of a particular email campaign. One of the many interesting pieces of information you can glean from the report is the click-through rate of your pages. Below are some tips for improving the click-through rate of your email campaigns:

Get the total number of clicks on all links in your email and subtract multiple clicks attributed to a single subscriber to get the number of unique clicks.

You can then divide the total number of tracked opens by the total number of unique clicks to get the number of clicks per open.

To get the CTR for your page, multiply the number of clicks by 100.

How to get a high CTR

Targeted keywords to bid on.

Find cheaper, more cost-effective clicks.

Use tools and methods to tightly integrate keywords into your ad copy and landing pages.

You can quickly and efficiently segment keyword groups for more precise targeting.

Using the Auction Insights tool

The Auction Insights report lets you compare your performance with that of other advertisers participating in the same auction. This lets you see how often your ads rank higher than other advertisers’ ads on the search result page, and how often your ads appear compared to your competitors based on the number of expected impressions. This information can show you where your marketing campaigns are succeeding and where you are missing opportunities, helping you make strategic decisions about page CTR, bids, budgets, and keyword selection.

Determining the right CTR is also a matter of common sense marketing. Sometimes, you may need to bid on less relevant or complementary keywords or audiences to drive awareness or achieve your goals. We hope this information helps you understand the concept of Page CTR.