Click Through Ratio / CTR

What is a CTR (Click Through Ratio)?

CTR refers to Click Through Ratio. It is a widely used term in Search Engine Marketing.

Click through Ratio (CTR) is the ratio of the number of times the Pay Per Click (PPC) AD appears (number of impressions) to the number of times it is CLICKED by the visitors.

For Example, if your ads are shown 100 times and 2 persons have clicked on them during this then your CTR would be 2/100 => 2%

More the CTR is, more relevant your ad copy is. This means that person who has typed something in the search box will look for the most relevant AD in the results. If your ad copy shows him/her the information he is looking, more likely he/she will click on the AD. However CTR also depends on the competition, position you are bidding and whether the ad is thrown up in content or direct search.

CTR is important while you set and manage CPC campaigns. Especially Google gives certain weight age to healthy CTR. CTR can be improved by:

Writing effective ad copy

Making keyword appear in the Ad copy

Creating multiple Ads within a Ad Group

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