Click-through rates (CTR) refers to the ratio of the actual clicks on an ad to the number of impressions. A high click-through rate means more clicks as a proportion of impressions, so it's a useful indicator for measuring relative ad performance.
CTR measures the total number of clicks you receive on a specific advertisement, per the number of impressions. This is how you calculate it:
The higher your CTR is, the better. A high CTR indicates your ads are successful in arousing interest to potential and existing customers by getting people to click on them, leading to increased brand awareness, higher engagement, and sales.
The average CTR for Google Ads is 3.17% on the search network. This means out of every 100 people who saw an ad, three people clicked on it. A high CTR means more clicks as a proportion of impressions, so it's a useful indicator for measuring relative ad performance.
CTR can also have a significant impact on your Google Ads Quality Score. Google Ads and other paid search platforms offer pricing discounts for ads that are highly relevant to what people are searching for. Google determines these ads by giving them high Quality Scores.
If your ads have high CTRs, Google will assign high Quality Scores to them. And if your ads have high QS, you can improve or maintain your ad position for lower costs.
So, the question is – what gets people to click on your ads? It depends on the keywords you’re using, the quality of your ad copy and titles, and even the colors used in the ad creative.
Adriel’s interactive marketing dashboard not only shows you the CTRs of all your ads on different channels, but also includes a Creative Intelligence Suite with word and color cloud functions.
Word cloud visualizes all the popular keywords related to a specific topic in a specific region, while color cloud looks at all the different ad creatives you have and rank colors based on performance.
Using these insights, you can write more relevant, engaging copy and develop more attractive visuals that will lead to high CTRs, high Quality Scores, and ultimately low advertising costs.
To see what it’s like to measure and analyze campaign performance with absolute ease, head on over to your workspace on Adriel and play around with intelligent dashboards powered by cutting-edge ad operations technology.