Average CTR varies significantly by channel: Google Search Ads 3-5%, Display Ads 0.3-0.5%, Facebook Ads 0.9-1.5%, Email Marketing 2-5%. A "good" CTR is above your channel's industry average.

Engagement Metrics

CTR – Click-Through Rate

Definition

The CTR (Click-Through Rate) indicates the percentage of users who click on an ad after seeing it. It is a direct indicator of an ad's relevance and attractiveness. In Google Ads, the expected CTR also influences the Quality Score and thus the ad rank and CPC.

Formula

CTR = (Clicks / Impressions) × 100

Example

An ad is shown 10,000 times and receives 350 clicks. The CTR is (350 / 10,000) × 100 = 3.5%. For Google Search Ads, an average CTR is 3-5%, while Display Ads often only reach 0.3-0.5%.

Optimization Tips

Write ad copy with clear calls-to-action and unique selling points. Use all available ad extensions (sitelinks, callouts, snippets). Test different headlines and descriptions via A/B tests. Ensure keywords appear in the title and description.