CTR or the Click-Through Rate is the only metric to judge the performance of digital ads published on platforms like Google. The average CTR for Google ads serves as a benchmark to compare how ads perform on the platform. The average click-through rate varies by industry, and there is nothing like good or bad CTR. What’s suitable for a particular industry type may not be good for some other kind of industry. By using some free benchmarking tools, it is possible to determine the click-through rate of your ads to understand how these fare compared to the industry standard.
Know the average CTR for Google ads
As a starting point, you must know the average CTR in Google ads of your industry segment. But you must know the correct meaning of CTR. Click-through rate is a number derived by dividing the number of impressions of an ad by the number of clicks it received. For example, if an ad appears 4,000 times in the feeds over a period and receives 40 clicks, the click-through rate is 1%. The CTR indicates the effectiveness of online advertising; hence crucial for advertisers to understand whether they are getting good returns from the money spent on digital advertisements by driving more traffic to the website, landing page, or e-commerce store. If you know the average click-through rate of your industry, it will be easy to compare the same for your ads and take necessary action for improvement, if needed.
Why is CTR important?
Determining the effectiveness of ads is the most visible benefit of knowing the click-through rates for your ads. But another significant advantage of the click-through rates seems to escape the attention of advertisers. As much important it is to drive traffic to the website or webpage, it is equally essential to ensure high visibility of the ads. Only prominent ads increase the chances of more people clicking on them and thereby increase the CTR for Google ads. The click-through rate is essential to Google too, and one of the critical factors in the formula that Google uses for determining Quality Score. Based on the Quality Score, Google determines the actual position of your ad that impacts not only visibility but also the cost per click. Therefore, to ensure high visibility of ads and keep the advertising budget under control, it is essential to achieve CTR closest to the industry average.
Factors that affect the click-through-rate
What is a good CTR for you depends not only on the industry type but also the type of business, the advertising budget, the overall business goals and advertising goals, and many other factors. Gathering and analyzing data about digital advertising in your industry should help figure out your position in the digital advertising space, especially on the Google platform when using Google ads.
Another point to remember is that the click-through rate is different for search and display advertising. The average CTR for Google ads in search advertising is 1.91% across all industries, and for display network advertising, it is 0.35%. Since high-quality Scores directly impact conversion rates, you should try to achieve higher than average click-through rates.