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.

Formel

Beispiel

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%.

Optimierungstipps

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.