Click-through rate (CTR) measures how often people click through to a landing page from one of your Google Ads campaigns and a higher CTR means you pay less and rank higher.
There are also several factors that impact CTR, including:
- Relevance: How well an ad relates to the keywords that are being targeted.
- Network: Text ads tend to have higher CTRs than ads displayed via the Google Display Network.
- Device: Mobile CTRs tend to be higher than those obtained on a desktop or tablet.
- Ad Rank: If your ad doesn’t rank high on search engines, naturally, your CTR is going to be lower.
- Channel: CTRs on Google are different to platforms such as Facebook and LinkedIn.
Google Ads CTR Benchmarks
According to WordStream, the average click-through rate on the search network is 3.17% and 0.46% on the display network. However, this does differ per industry.