Click Through Rate (CTR)

Click-through indicates the number of clicks that your adverts receive after being shown on a search result. It is expressed as a percentage. But the rate of click through, i.e. click through rate (CTR) is the number of clicks receives on your ads divided by how often your ad is shown (impression). CTR literally, Google Adword’s term uses to measure pay per click¬† success . Sharply speaking, the rate of impressions get convert into clicks. There is a positive relationship between CTR and PPC. All PPC executives target is to increase CTR at any cost. Because, higher CTR reflects a higher level of PPC success.


CTR use at google adwords


So, mathematically what click through rate (CTR) is:

CTR represents how often people click your ad after it’s shown to them:


CTR = Number of Clicks on your Ads


How often your Ads is shown


I will try to explain a bit more through an example:

An advert that is clicked on a lot is said to have a high click-through rate (CTR). The CTR is expressed as a percentage. For example, if your advert is displayed for 100 different searches and is clicked on 14 times, then it will be said to have a CTR of 14%.

How to increase CTR:

  • Use negative keywords.
  • Focus on ad copy what are you writing in your ad.
  • Remove poorly performing match type.
  • Utilize ad extensions. Such as, sitelink extension, call extension, location extension etc.
  • Raise bid: If your bid position 1.2 then your CTR improvements will occur.


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