The search network is Google’s text-based ad platform displayed on top of organic results on search engine results pages.ĭating and personal services have the highest CTR (3.40%) on the search network. There are two different networks your PPC ad can display on when you operate using AdWords: Google search network and Google display network. Rather, use industry averages as a starting point to placing your CTR amongst your competition and then aim to improve your CTR through strategic changes. Several factors affect PPC CTR and there is no real answer to whether your CTR is “good” or “optimal.” Your CTR is going to vary from campaign to campaign and even from keyword to keyword. This means even if your competition bids higher than you, you can win a higher rank at a lower pricing through having a higher Quality Score for the keyword group.Īdditionally, a high PPC CTR also means you are bringing in the maximum possible traffic to your site and increases the chances of conversions when said traffic is relevant. Therefore, to incentivize relevancy and quality, they offer higher Quality Scores to ads with high Ads CTR.

This is because search engines serve as platforms connecting users with advertisers.īy displaying relevant ads, they keep the user base happy while also satisfying advertisers with a more receptive audience. Intuitively, Google Ads and other search based platforms offer perks to more relevant ads. In fact, Google tells us that “calculations of expected click-through rate” are used to calculate Ad Rank during auction time. One way it can tell whether your site is useful and relevant for certain keywords is through CTR.Ī high CTR indicates to Google that you are helpful and attractive to people searching for that particular keyword or keyword phrase. Google uses a variety of metrics to evaluate your site content and relevancy to Google users. Why does click-through rate matter for PPC campaigns?Ī high CTR is vital to the health of any advertising campaign, especially campaigns ran on Google, which is where we start this discussion. Let’s start with why it is important to understand PPC CTR. This article will discuss why CTR is so important when managing PPC content, what CTR you should be aiming for, whether high CTRs are always good (and when they are not), and how to strengthen your PPC CTR.

Ppc cost