Everything you Need to Know about Click Through Rate (CTR)

If you are in the digital marketing world, have a webpage, or are an advertiser, click-through rate is most likely to be one of the most common things you are hearing. Indeed, the click-through rate, known as CTR, is a crucial aspect of your marketing plan or webpage.

As you learn more about the details of CTR and get to know it better, you will understand how to analyze it and make the best out of it. It is pretty normal to question why CTR is important and how it can help you grow.

CTR can tell you about many things regarding your campaigns’ success and what your next steps should be. For that reason, it is essential to understand CTR as much as you can.

Today, we will share everything you need to know about click-through rate regarding what it is, what can it tell you, why it matters that much, and how to increase your click-through rates.

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What is Click-Through Rate?

Click-through rate is a metric that illustrates the frequency of people clicking on your ads concerning the viewing number. In other words, click-through rate is a ratio that will show you how many of the viewers ended up clicking on your link.

For example, suppose that you have an advertisement on Google. One hundred people had seen it, but 15 of them clicked on the advertisement. In this case, your advertisement’s click-through rate would be 15%.

What is Click-Through Rate?

As you can guess, a high click-through rate indicates that people are interested and you are in the right place, finding the right people. If you have a low click-through rate, that means that your source is somehow less relevant.

You should note that click-through rate is not a metric only used by Google Ads. Many different advertising platforms use click-through rate as a metric for measuring different aspects of advertisements.

Indeed, CTR can be a valuable metric in any kind of digital advertisement, but especially in pay-per-click ads. As you may already know, pay-per-click ads are paid for every click they get from the visitors. So, in this case, seeing the ratio of people clicking on the ads to people who saw the ad would contribute a lot to the advertiser and website owner.

Why does Click-Through Rate Matter?

It is crucial to understand how significant click-through rate for your advertisements.

If you want to succeed in your marketing and advertisement strategy, you have to pay attention to the click-through rate, which is only possible by internalizing its significance. Here are some of the most important reasons why click-through rate matters.

CTR helps you to understand your customers

Knowing your customers, not only by their demographics but in terms of how they behave, is one of the most valuable things an advertiser can have.

However, many people know that it is easier to say than done. But not with CTR.

Click-through-rate will be your lead in understanding your customers, seeing what seems to be working and what does not. If your CTR is low (aka people are seeing your ad but not clicking to it), there are two possible explanations:

  1. You are reaching out to the wrong kind of target audience.
  2. You are not getting their attention.

With those two possible explanations, your path will be easier since you know the problem. If you are reaching out to the wrong target audience, it means that you must go a little back in your advertisement plan, and this time get to know your target audience better.

By defining your target audience in the most detailed way possible, you can increase your CTR and get better results.

If you are sure that your target audience is correct but still get a low click-through rate, there is only one reason left: you are not getting their attention.

Not getting your target audience’s attention is only possible if you are not speaking their language.

You might want to optimize your advertisement content in the language they speak and the things they will find exciting and appealing.

Overall, click-through-rate carries a great significance in terms of telling you if there is something wrong with your advertisement or not. Without such a metric, it would be a lot difficult to detect any flaws in your marketing plan.

CTR helps you to know your advertisement’s success

Knowing how well your advertisement is doing is one of the main building stones of a successful ad campaign.

CTR will let you know how your ad is doing regarding your goals. If you have multiple advertisements present through different channels, comparing their CTR’s will be one of the most valuable tools you will have on your hand.

For example, with your CTRs in hand, you can see whether if your campaign is attracting new customers, is there any new pattern of target audiences, and in which channels people are most likely to land on your page.

That information not only guides you through your next advertisement plans, but they help you to build a better picture of your business, goals, and achievements.

CTR defines your Google rankings

Even though the click-through rate is mainly used in the advertisement field, there is more than that. Any content you put out there on the internet can have a click-through rate.

Google values click-through rate. In fact, it is one of the most important indicators of how your ranking will be on Google. It goes without saying that a high CTR will mean higher rankings, and a low CTR will mean lower rankings.

Google’s ranking algorithm aspires to deliver the most informative and relevant results to its visitors. If your click-through rates are high, in other words, if people who see your link in SERPs tend to click to it, Google will assume that your result is a relevant and informative one.

So, if you are having trouble ranking higher on Google, you might want to check your click-through rate and make any improvements if needed.

CTR is a complementary source for Key Performance Indicators

It is clear that CTR is not a key performance indicator. But why not use them together to make sense of the data more plausibly?

If you use your CTR and KPIs together, you are more likely to receive more powerful results that tell you a lot of stuff regarding your website’s and advertisement’s success.

CTR is a complementary source for Key Performance Indicators

Beyond seeing how many people clicked to your website after they saw it, you can compare them with key performance indicators such as how many of them made a purchase, filled a contact form, or clicked to an internal link.

If just getting clicks and increasing traffic is not your aim (it is not anybody’s aim in most cases), you should be using CTR with key performance indicators.

How to Increase Click-Through Rate?

Given the significance of the click-through rate and what it can bring to your website, you are most likely to want to increase your CTR. It is no secret that websites with high CTRs have better rankings, and better ranking websites have higher CTR.

Isn’t that the purpose of all webpage and website owners? To increase the number of visitors and to rank higher on the search engine results page?

How to Increase Click-Through Rate?

It is clear that CTR is not the only predictor of a good ranking, but it is sure one of the important ones. Naturally, if you want to achieve success on your online advertisement plan or website, you have to know at least the basics of how to increase CTR.

Luckily, we are here to share the most important CTR tips that would help you increase click-through rates.

Take Meta Descriptions Seriously

Increasing your CTR is only possible if more people decide to click your ad or link. So, the first tip we will give to you is about how to convince people to click.

People want to see something interesting, unique, and most importantly, something they need, right? It is not very likely that they will see your content is just what they need before they click into it.

Unless they can have an idea about what it is about and decide on whether if your source is worth clicking or not. Yes, we are talking about meta descriptions, as known as your ad’s elevator pitch.

The meta description, 150-character text that will show under your link, plays a crucial role in click-through rates. Right after your heading (which can be very similar to other sources), people will see your meta description, and it is your chance to attract people to your advertisement or content.

If your meta description is appealing, informative, and summarizes your content correctly, it means you are one step ahead of others. Do not forget to optimize keywords used to find the correct target audience, and you are good to go.

Improve your Quality Score

We mentioned several times how rankings and click-through rates are interrelated but are not the only factor influencing each other.

To understand this relationship better and give another tip on how to increase your CTRs, we have to mention one more concept in Google Ads: quality score.

Quality score is another metric used to define your ad’s quality and is dependent on many different things. It is safe to say that your rankings will be mainly based on the quality score assigned to you by Google. Quality score is measured based on three aspects:

  • Expected Click-Through-Rate: Google will make an assumption of your advertisement’s CTR.
  • Ad relevance: How relevant is your ad to the search intent of a user?
  • Landing page experience: How relevant is your webpage for people who clicked onto it?

Now, can you see what we are trying to tell you? If you improve your quality score, you will get to rank higher. If you rank higher, your CTR will increase. You should internalize the significance of ranking higher if you want to increase CTR; an old SEO saying jokes about how the best place to hide a body is Google’s second SERP.

Which is very much true. People will not spend time looking for the other pages in SERPs. You have to be ranking on the first several results so that people can see your content and click on it.

Additionally, if you want to improve your quality score, you might want to keep your content unique, informative, and relevant to the search intent.

Find the Optimal Long-tail Keywords

If you have been working on optimizing your advertisement or content, you must have been found yourself searching for keywords.

But how about long-tail keywords?

Long-tail keywords are keyword sets that are not as popular as your target keywords, have a lower search volume, and can have many different variations. In other words, long-tail keywords are searched several times each month and are very specific. It is also possible that there are many different ways to say a specific keyword phrase.

Finding optimal long-tail keywords will help you to reach your target audience, even to those who are your target audience but do not know it yet. In other words, you can reach out to people who are looking for something you provide but not with the commonly used words for that product or service.

Additionally, everyone in the SEO world puts so much effort into target keywords, but not enough people focus on keyword phrases or clusters. Focusing on long-tail keywords will help you to be one step ahead of others and get a better chance of succeeding.

Moreover, people who use long-tail keywords might be fewer than those who use your target keywords, but they are more likely to convert.

If the visitor had a specific query, they are looking for precisely what they need, which drastically increases the chances of conversion.

Imagine this: you are selling bags. Can you guess whether if a search query for “bags” will end up in a purchase or a query such as “black bags for school?” Of course, the second one seems to have much more defined needs, and it is most likely that they need one black bag for school.

You can find many different tools on the internet which will offer you a set of long-tail keywords that might be useful for your advertisement or content.

Optimize your Title

While we were talking about meta descriptions, we mentioned how titles could be very similar to each other, and it might not always be possible to come up with a unique and appealing title.

Your title being appealing and unique will absolutely be a bonus, but the thing is, they have to be informative, too. If you can be appealing and informative simultaneously, then you should go for it by all means.

You would want to keep your title simple, efficient, and right-on-point.

If you want to optimize your title in the best way possible, you might want to do a little research. See how similar titles are getting attention (or not getting any) on the internet or social media. Taking a little inspiration from others would not hurt!

Use Ad Extensions

If you are trying to increase your advertisement’s CTR, using ad extensions is one of the things that you would not want to miss.

Ad extensions are an attribute of ads where you can add more information to your ads, such as a phone number, another link, features, store ratings, or an address.

If you are using Google Ads, you can have access to ad extensions for free. While you have such an opportunity, you should not miss it and use the ad extensions to your best benefit.

As you add an ad extension, the place you take on SERPs will naturally increase. Having an enhanced spot on SERPs will attract more people, and you will get the chance to increase your CTRs in your advertisements.

Of course, ad extensions’ only mission is not just to take more place and attract attention this way. The more information you present to people, the more they will get to know whatever you are advertising and connect with the correct target audience.

Once you connect with the correct target audience, everything else becomes a lot simpler.

Optimize Site Speed

Skipping basic SEO aspects on your website can be the end of your advertisement plan and CTR. If people are clicking on your webpage and it is not opening, then it will not count while calculating the click-through rate.

Why would it count, though? There is no reason for someone just clicking to your webpage and seeing nothing should be shown as a success.

You should understand how crucial the site speed is for your presence on search engines. For each second your webpage delays loading, you are losing visitors and possible customers.

The statistics show that a one to three-second delay in webpage loads will result in a 32% more bounce rate. You know what that means, right? It means that people will not wait for your webpage to load, even for two more seconds. They will leave.

Web site speed

So, what does it tells Google? It tells that your webpage is not worthy enough to stay, and it loads pretty late. Of course, Google will not care if your webpage was “about to load.” The only thing Google will care about is the user experience you offer, which seems to be quite insufficient in this situation.

As you can infer up to now, a fast site speed is not a good thing for CTRs, but it is a necessity. If you cannot seem to find why your CTRs are constantly low, it might be a good idea to check your website speed.

Experience with Responsive Text Ads

If you want to find the best advertisement for you, the best way to find it out would be to try them and see results yourself.

This does not mean that you need to pay for every ad type out there and see which one works for you; you should not do that.

However, you might want to use responsive text ads by Google. With Google responsive text ads, you can write up to 3 description lines and 15 headlines.

So, what will happen as you write them?

Google machine learning will arrange them for you. As your advertisement is presented to the audience, Google will learn which combinations work best for your target audience. If you are working with a large audience, using responsive text ads will be a very plausible method.

Because there will be many people seeing your advertisement in the case where you have a large audience, Google will have more “participants” for its little experiment to analyze results, and you will have the most optimal advertisement for your business or content.

Click-through rates are one of the most critical metrics while measuring your advertisement’s, website’s, or web page’s success. There can be many predictors of a successful CTR, just like how CTR predicts some things regarding success. The following are some of the most frequently asked questions about CTR that might help you to understand it better.


What is a good click-through rate?

Given that the average click-through rate in all Google Ads is 0.35% for displaying and 1.91% for the search, many people consider rates above that average as good. However, it is safe to say that a click-through rate of around 5% is a good click-through rate. Of course, anything above that will be good, too.

What is the click-through rate for email?

CTR for email is the rate of people who sees your email and opens it. Email CTR can tell you similar things with advertisement CTR but note that the target audience issue is different in email marketing, so there are differences.

How can I improve my CTR?

CTR is highly connected with many aspects of your campaign or content. The most plausible tips are to improve your quality score, optimize your meta description, focus on long-tail keywords, and write an appealing title.

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