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What is a click-through-rate?

Click-through rate (CTR) is a figure used to measure the effectiveness of your online marketing campaigns—the percentage of people who click on your ad after seeing it.

Key Takeaways

  • CTR indicates the level of interest and relevance of your ads to users.
  • A higher CTR suggests that your ads effectively capture your target audience's attention.
  • CTR is important for evaluating the performance and optimization of your ad campaigns.

How does it work?

When you create a Google Ads campaign, your ads appear on relevant websites, search results pages, and other Google properties.

Potential shoppers who see your ad can click on it, redirecting them to your designated landing page or website. The CTR metric helps you understand how engaging and compelling your ads are to your target audience.


  • Craft persuasive, relevant ad text that resonates with your target audience, highlighting unique selling points or benefits.
  • Conduct thorough keyword research to identify and target keywords that align with your ad's theme and the user's search intent.
  • Utilize various ad extensions, such as sitelinks, callouts, and structured snippets, to provide additional information and increase the visibility and appeal of your ads.
  • Monitor the performance of your ads across different placements and adjust bids or target specific ad positions to improve visibility and click-through rates.
  • Test different variations of your ad elements, including headlines, descriptions, and visuals, to identify which combinations drive higher CTRs.


Imagine you run an online shoe store and create a Google Ads campaign targeting the keyword “buy running shoes online.”

If your ad appears 1,000 times and receives 30 clicks, your CTR would be 3% (30 clicks ÷ 1,000 impressions × 100). This CTR indicates that 3% of users who saw your ad were interested enough to click on it.


To work out the CTR, you need to divide the number of clicks an ad receives by the number of impressions it generates.

For example, if your ad is shown 10,000 times (impressions) and receives 500 clicks, your CTR would be 5% (500 clicks ÷ 10,000 impressions × 100).

Calculation and formula: CTR = (Clicks ÷ Impressions) × 100

Additional considerations

  • Contextual relevance: Ensure your ads are highly relevant to the keywords, landing pages, and search queries to attract the right audience and improve CTR.
  • Quality Score: Google Ads considers CTR as one of the factors when determining the Quality Score, which can impact ad rankings and cost-per-click (CPC).
  • Ad fatigue: Monitor the performance of your ads over time, as ad fatigue can occur when users repeatedly see the same ad, leading to a decline in CTR.


Why is CTR important in Google Ads?

Click-through rates are important because they measure your ads' effectiveness and relevance, helping you gauge user engagement and optimize your campaigns for better results.

What is a good CTR in Google Ads?

CTR benchmarks can vary depending on the industry, ad type, and targeting factors. However, a CTR is considered good if it's above the average CTR within your industry. You can check your specific industry's Google Ads industry benchmarks to find out what is a good CTR range.

What factors can affect CTR in Google Ads?

Several factors can influence CTR in Google Ads, such as: 

  • The ad's relevance to the user's search query
  • The quality and appeal of the ad copy
  • Targeting settings
  • Ad's position and visibility
  • Competitiveness of the keywords
  • Use of ad extensions
  • Overall user experience on the landing page.

How does CTR impact ad performance?

CTR is a key performance indicator in Google Ads because it directly affects the Quality Score, ad rankings, and cost-per-click (CPC). Higher CTRs generally lead to better ad positions, lower CPCs, and improve overall campaign performance.

Are there any disadvantages to focusing solely on CTR?

While CTR is an important metric, you shouldn't solely focus on it.

It's essential to consider other metrics like conversion rate, cost-per-acquisition (CPA), and return on ad spend (ROAS) to assess the actual effectiveness of your campaigns.

A high CTR doesn't guarantee conversions if the landing page or the conversion funnel is not optimized.

Related Terms


What is remarketing? Remarketing, also called retargeting, is a digital marketing approach that engages audiences who previously interacted with a brand to encourage specific actions.

Ad Variations

What are ad variations? Ad variations are different versions of your ads that you create to test and optimize your campaigns, which can help you

Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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