What is the CTR or click-through rate of a page and how to measure it?

What is CTR
What is CTR

The CTR or  Click-through Rate ( click-through rate)  is a metric that measures the number of clicks that  an advertisement receives on the internet (or a search result) over the number of times it was shown (called impressions ).

CTR is one of the most important metrics in PPC (Pay Per Click) advertising , that is, one in which companies pay for each click to their site that their ads get on Google, social networks or other websites.

CTR is actually already one of the main factors that influence our SEO positioning. It is essential that our links are attractive to get the highest number of clicks in the SERPs and that our CTR is increasingly high. For this there are some methods that can help raise our CTR in search results. Now that you know what CTR is and how to measure it, try to improve your search results to make your website more and more attractive and to climb positions as quickly as possible in the SERPs.

Why CTR is important?

In digital ad campaigns, CTR is extremely important because it allows you to find out how effective an ad you are paying for is . Let’s say you’re A / B testing between two ads for your business, and you find that one achieved 1,000 clicks and the other only 500 clicks.

It is logical to think that the ad that had the most clicks was the best, but this is not always the case. Taking a closer look and considering the number of impressions, you could conclude that the ad that only got 500 clicks actually had a higher CTR. To understand it better, let’s see how this metric is calculated.

How to calculate CTR in PPC?

To calculate the CTR, you need to know the number of impressions of the ad , that is, how many times the ad was shown, and also how many users actually clicked on it .

The number of clicks is divided by the total impressions. Continuing with the previous example, you may realize that, due to the type of keyword you paid for, ad “A” with 35,000 ad impressions, achieved 1,000 clicks, that is, a CTR of 2.8% (1000 / 35,000 x 100). Meanwhile, ad “B” reached 10,000 impressions and 500 clicks, for targeting a more sectorized search, and in this case the CTR was 5% (500 / 10,000 x 100).

These differences allow you to optimize your ads more and more, and over time, to achieve higher conversion rates; which is the main objective of digital marketing.

See also: What is SEM?

Is a high CTR always good?

Having a good CTR on an ad means that you are managing to capture the attention of the audience you are targeting, but it does not necessarily mean that users who are actually clicking become customers.

We call the conversion rate the number of users who, in addition to entering an ad, specify the action we want; Tell yourself to make a purchase, fill out a contact form, sign a collective petition, etc.

How is CTR related to conversion rate?

The CTR is an indicator that does not work on its own and must always be analyzed in conjunction with the conversion rate. For example, maybe your ad has a very high CTR but a minimal conversion rate. What does it mean? that once they enter your landing page , users realize that it is not what they are looking for or that they were lured with misleading advertising.

This dramatically increases the bounce rate , that is, the number of users who enter but immediately leave; And a high bounce rate is very detrimental to your site in terms of SEO (organic search engine positioning) .

Continuing with our example, imagine that ad “A” has a conversion rate of 2%, while ad “B” has a conversion rate of 5%. Considering this metric, we can conclude that ad “B” is much more effective than ad “A”.

How does CTR affect ad quality?

Just as a high CTR is not a guarantee of effectiveness, you should be careful with a CTR that is too low , especially if you are using Google Adwords or Facebook Ads, because it is an indicator that these platforms use to determine whether or not your ad is relevant to the public. you are targeting.

If you have a very low CTR, these platforms will interpret that the quality of the ad is bad, and that will mean that you will have fewer impressions and a higher cost per click.


Here are some key things to consider when raising the CTR of our ads:

  • Make full use of all types of extensions: There are numerous types of extensions that will make your ads stand out from the crowd. By using a full range of extensions, you increase the size of your ad and make your ad appear more relevant which would lead to an increase in  CTR.
  • Write compelling ads: It sounds simple, but unless you put your mind to writing a high-pull, call-to-action ad, Google will rank as an average ad.
  • Make good use of your keywords, the ones that make your online positioning favorable. Use them both in the title of the ad, within the ad itself and also in the URL that directs or sends traffic to your website.
  • When people search for keywords in ad groups that contain more than twenty keywords, it is likely that the ad that appears does not contain the final result that the potential customer was looking for, which would lead to the score and quality of your ads are negatively affected. The solution would be to group keywords into small groups and do not forget to place the keywords at the least twice in the copy of the ad.
  • Use a URL at the bottom of your ad, in this way you will get an increase in CTR since you will reinforce the weight of your keywords. The URL does not necessarily have to point to an existing web page, just containing the keywords will make the ad more attractive to the consumer.
  • Regularly adjust your offers, be sure to constantly check the price of your offers to continue to appear at the top of the search section. If your offers are well updated, it will affect the position that your ad occupies on the network and therefore you will get a decent CTR.
  • Include calls to action in your ads , think about your unique selling points, and include them in your ad copy. This will make your ads stand out more and therefore you will get a greater number of clicks. If you have something to mention in the ad, be it an award or accreditation or something like that, include it in the copy of your offer or add an extension. Using exclamation points and other characters can make your ad more attention-grabbing and encourage potential customers to click more. But be careful, because you can only use one symbol per ad, but don’t worry because if you go overboard, Google will tell you that you are doing wrong so you can correct it.
  • Look at the competition, if you are still not sure how to make your ad or you have doubts, or if you have run out of ideas, why not look at how others do it and thus get ideas to implement in your offer? Do they focus on a price-driven campaign or do they mention unique selling points? Do they use strong calls to action or redirect the flow to other links or extensions? Get inspired by the best offers you can find on the web and start now.