CTR (click-through rate) shows what percentage of people who see your ad or search result click on it. It is the quickest signal of how compelling an ad, visual or headline is.
A high CTR shows your message matches the audience; in Google Ads it also improves Quality Score and can lower cost per click. A low CTR suggests the targeting, visual or copy needs a rethink.
CTR varies widely by platform and ad type: search ads usually have higher rates than display or social ads, so compare within the same campaign type.
FORMULA
CTR = Clicks ÷ Impressions × 100
EXAMPLE
If your ad was shown 20,000 times and got 400 clicks, CTR = 400 ÷ 20,000 × 100 = 2%.
PRACTICAL TIPS
- 01Put the searched phrase and a clear benefit in the headline.
- 02On social media, use a visual or video that grabs attention in the first second.
- 03Compare different copy and visuals with A/B tests.