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The Click Through Rate (CTR) is simply the percentage of impressions, which are the outcomes of a click. Moreover, this metric signifies how relevant visitors are searching your ad. If you have high CTR, your ad is highly relevant. On the other hand, if you have a low CTR, your ad is less relevant.
CTR alot of times can be wrongly measured as most people look at total impressions instead of unique impressions. For example, if your total impressions or views is 1,000 but your unique impressions is 600 this can affect your results.
If you want to have a good CTR, you must consider the following factors:
The ad rank signifies the position of your ad on the search results page. You must remember that the highest bidder doesn’t necessarily get the highest position. Instead, it goes to the advertiser that has the highest Ad Rank. CTR is an essential factor when it comes to Ad rank formula.
Google can also calculate your actual CTR against the expected CTR. Having poor CTR can result to lower ad positions. So, you must do something to improve your quality score. Quality score is the calculation of the advertiser’s relevance on ad copy, keyword, and landing pages.
Meanwhile, you must focus first on your business metrics, then the CTR.
Click through ratio
Digital Marketing KPI Examples