The term ‘click-through rate’ (CTR) refers to the ratio of users who click on a particular link versus the number of total users who view a page, email or, alternatively an advertisement. The mathematical formula that is used in order to determine CTR is clicks ÷ impressions. For instance, if you had five clicks and 100 impressions, then your CTR would work out to be 5%.
CTR is usually used in order to measure the success of an online advertising campaign for a specific website as well as the effectiveness of email campaigns. This means that it’s not just Google Ads which makes use of click-through-rate as a metric. Any type of advertising platform will enter into the process of measuring some form of click-through-rate. Email marketers measure click-through-rate as the proportion of people who click through on a hyperlink which is present in the email content.
The CTR metric is used anywhere and at any time that digital marketers can make use of data-driven decision-making. It’s especially useful if you’re paying for impressions and clicks such as you do in PPC.
Little-known facts about CTR
There are a number of facts about CTR and Google Ads that you may not have known and will help you enormously in your digital marketing. Here are some of them:
- Each of your adverts and keywords have their own CTRs. It is possible to see these listed in your Google Ads account.
- A high CTR is an excellent sign that users see your ads are being helpful as well as relevant. CTR also makes a contribution to your keyword’s expected CTR. (This is a component of Ad Rank.) Remember that a good CTR is dependent on what you’re advertising and on which networks you’re using.
It is possible to use CTR in order to gauge which ads and keywords are successful for your organisation as well as those which need to be improved. The more your keywords and ads have a relation to each other as well as your business