What Is a Good CTR for Google Ads and How to Improve Yours

Every business person is aware that PPC advertising plays a central role in the marketing of any eCommerce business. However, according to many webmasters’ experience, Google Adverts is now not generating the kind of traffic or sales expected to be spent doing it. 

However, if you want to enhance the results a Google Ads brings in, it is advisable to note that the CTR (click-through rate) should be boosted. But before moving to the ads, one should more or less have a vision of a good click-through rate to measure the ads’ efficiency. 

In this context, the reader will learn the approximate numbers, which are considered good enough for the CTR rate in Google Ads. Moreover, if you feel that your average Google Ads CTR is unsatisfactory and there is a place to improve it, we also provide tips on achieving this. 

Here’s where we define the click-through rate or CTR before revealing the rate you should aim for.

What Is a Click-Through Rate?

Click-through rate (CTR) is the number of internet users who click on the Google Ad when they can.

You can calculate your CTR by taking the number of clicks that your Google Ad gets and dividing it by the number of times your ad is shown, like this:

CTR Calculate

For instance, if you used an advert that was clicked five times and the advert was viewed one hundred times, make the CTR 5%.

Identifying its CTR is important because it informs you of how well your advertisements perform. When your CTR is high, then it can be seen that your Google Ads are relevant and useful to the public. However, if your click-through rates are low, this only proves one thing: your time, money, and effort are going down the drain.

What part of the traffic goes through your website’s ads depends on which networks you utilize to place it. Google offers four types of networks that can be used to add advertisements. This article will primarily cover the ad types popular among the Search Networks, with just a brief introduction to the display ones.

Search Network

Search Network can display your ad when a user performs a search associated with the keyword.

For instance, if a user searches Google for “hiking boots,” ads with those keywords will display at the top of search results with a “Sponsored” label above each one:

Search Network

The click-through rates are usually higher for the search network because the users see your ads because they are interested in the search term.

Display Network

In contrast, with the Display Network, you can target accounts in websites and apps users use, as seen in the picture below.

Display Network

These Display Ads can be featured on the millions of Websites that have opted to use Google AdSense for advertising. Some viewers may find your advertisement on a specific website because it is relevant to the keywords they were browsing or because they were previously involved with your website through targeting.

That is because these users are not using the content they are interested in to search for your keywords on the Web and, therefore, are unlikely to click on a Display Network ad. As a result, CTR typically remains well below versions for the more popular Search Network, as discussed below.

A masterpiece is said and done; now it’s time to find out the standard CTR rate for Google Ads.

What Is a Good CTR for Google Ads?

It also indicates that the Click-through rate of Google ads should be 4% to 11% to compete with other industries. Thus, defining a good CTR for the display ads will vastly differ from the Search; it can be as low as 0. 5%-1%. But let us dig a little deeper and consider the following:

It states that further increasing the specific CTR for Google display ads is challenging, as LocaliQ no longer measures it. According to research done and discovered in 2018, the CTR was roughly at 0.

12% with Google display ads, while 3. And 1% with Google remarketing ads. Google reached an expanded goal of 46% with Google display ads. 17% for search ads during that same year: The idea of search ads is that they are displayed only to the audience that is actively seeking a particular type of product.

We can pull 2 important conclusions from this data:

  • Google search ads’ CTR has risen sharply during the last years compared to 2006-7 years.
  • In general, practitioners can identify that the click-through rate of the Google display ads is lower than that of the Google search ads.

CTR is a measure of the performance of your advertisements, but what is a good CTR that is appropriate for your type of industry? Here’s a breakdown of search ad CTR for 23 different industries in 2023:

Search Advertising Benchmarks 2023

The average CTR ranges between 4 and 5 percent depending on factors such as target demographic, type of site, quality of the site, and the ‘relevance of the advert to the website. ’ 46 percent for attorneys and legal services to as low as eleven. Of the aggregate number of site visitors — This was distributed as follows: 22% for News & Media; 31% for Shopping; 26% for Social; and 78% for Arts & Entertainment.

However, more or less, similar research shows a very different kind of average CTR. For example, achievements from FirstPageSage collected in 2024 pegged the average CTR for #1-ranking search ad at 2-6%. They also state that the mean click-through rate of display ads is, on average, 0. 089%.

We all know by now that there isn’t a fixed standard for average CTR for Google Ads. It’s complicated. Finally, you can improve with a CTR significantly below the industry norm.

If you’re already following industry standards and your CTR is lower, it’s good to note that you can always do more to achieve a better CTR that will translate to more leads and sales.

But let us briefly discuss factors impacting or related to click-through rate before discussing ways to enhance it.

Factors That Affect Your Click-Through Rate

Attracting customers to click on your advertisement isn’t something you can just leave to fate. However, the following factors are major in whether a given ad is clicked or completely ignored.

Here are some of the factors that can affect it:

Ad Position

Hence, when a user views a potential advert on Google, it will show several relevant adverts at the top of each page of the user’s results.

Since #1 is the first ad viewed, it gets the most clicks. All users habitually click the first link since it is probably the best per website ranking. 2024 Google Ad data from FirstPageSage shows that the higher your ad is ranked in search engine results, the higher your CTR:

Google Search features Ad Position

Headline and Copy

Your CTR also depends on the message that is communicated in the Google Ad that is being used. Depending on your specific approach, the headline and the copy of the advert must be eye-catching and call to action.

To provide an example, I did a quick Google for “bridesmaid dresses” The top-ranking ad was from the bridal apparel company Davids Bridal:

Headline and Copy

Their headline is relatively simple and specifically addresses their bridesmaid dress price point, which starts at $79. In the descriptive passage, Carder lists their money-back guarantee and their skins in over 500 plus styles. Their ad also features one of the dresses that they make.

Any time you give customers sound reasons why they trust you for the company, the likelihood of them clicking on the ad is much higher.

Ad Relevance

Other factors that prime in a behaviorist way to explain why users click on an ad include the following: Users are always likely to click on an ad that he/she finds appealing and in line with the search/she has made.

Since the users can click on your ad only if they are interested in the products or services you provide, your ad has to include proper keywords.

A recipe for success is to ensure that the users’ relevant keywords are present in the headline and the ad’s body copy to increase its click-through rate from a general ad.

How to Improve Click-Through Rate for Google Ads

How high is a click-through rate achievable for your Google ads? Take a look at these pointers to boost the CTR ad results.

1. Include a Special Deal in Your Headline

This is why people greatly follow sales as if led by the light of a flame. Therefore, to enhance a low click-through rate, you can increase the value for pocketing by including a special deal in the headline.

For instance, let us look at the example of a Google Ad for American Freight.

Include a Special Deal in Your Headline

2. Write Higher-Converting Ad Copy

For the last of the practical exercises, you will need to put on your writing hat. You ought to make changes in your ad copy to unlock and optimize for a higher click-through rate CTR.

Fortunately, you do not need to be an expert writer to write or submit your paper or proposal. As a reminder, the steps above are not complicated but merely tips that should be followed.

Add a Strong Call-to-Action

You want people to click on the ad you’ve shown them, so it’s best to include persuasive and forceful CTAs such as “Buy Now,” “Read More,” “Start Here,” etc.

Use Power Words

Words such as ‘You,’ ‘Now,’ ‘Best,’ and ‘Find’ effectively convinced users and interacted with the business.

Solve Customers’ Problems

In particular, one should imagine how those users of a project who do not have a chance to study at an elite university or engage in prestigious work will experience it. To gain more insight into what people are looking to solve when they search for your keywords, we need to make use of Google Keyword Tool and do the following: Clearly state how you can solve those problems like Neutrogena does in this Google Ad:

Solve Customers’ Problems

This advertisement came up after typing acne treatment and contains phrases such as ‘Get it on: Tackle Your Acne Concerns’ and ‘Fewer Acne Marks in 1 Week’, clearly indicating that the product in question will solve the customer’s dilemmas.

This tip is good for raising CTR and can help increase the overall conversion once users click on the ad.

What happens when a user clicks on any of your Google Ads is that they should be redirected to a page within your website that is relevant to the Ad they clicked.

I explained to you earlier an Ad I saw on Google that belonged to Azazie. The ad was for their bridesmaid dresses, so when I clicked the link, I was taken specifically to the bridesmaid dress section of their site:

Link Ads to Relevant Landing Pages

Azazie also offers bridal gowns, shoes, jewelry, and other formal wear products that men or women might need for a big event. However, this ad was placed to seek people who were searching for bridesmaid dresses. ’ Thus, the ad should have led the viewers to the bridesmaid dress section of their website, not the home page.

Therefore, ensure your Google Ad takes the client to your landing page, sales page, or product page; your audience will find the exact product they are looking for.

4. Use Detailed Audience Targeting

If people in your target market cannot see your ad, there won’t be any clicks, and your campaign is worthless. That is why a detailed audience definition is highly suitable for the Google Adwords advertising campaign selection.

Using large audiences makes setting smaller and more predefined niches easier for those who see a particular advertisement. Google adverts can be used to target remarketing lists and custom combination lists, life events, and interest categories.

Use Detailed Audience Targeting

For instance, if your business is personal training, you can create a Google Ad like ‘Join XYZ personal trainers’ and target users searching for fitness.

In other words, it is possible to make your ads visible to the users who will likely purchase from you, and by doing this, you can increase your CTR by many folds.

5. Take Advantage of Ad Extensions

Google Ads are very small, and little effort can be made to donate your business. However, allowing Ad extensions could help expand the size of Google Ads and provide an opportunity to add extra space. This is good not only for the users: it means that you can tailor your advertisement message to be more personal, and your ads will not be hidden or masked by other ads.

There are some different types of Ad extensions you can take advantage of; Here are a few examples:

Location Extension

The location extension allows you to attach another line below your Google Ad, which gives the business’s physical address.

This strategy is possible for OptinAble users because it has a geo-location targeting feature for site visitors. Our customer Skates. Website traffic also rose from 200,000 to 360000, and co. The UK benefited by increasing its daily sales by £2000, all due to geotargeting. Check it out!

Call Extensions

Call extensions are the next level that enables you to display your business phone number next to your Google Ad. On mobile, a user does not have to make several steps to get to the page where they can follow the link that allows them to call you.

While there are many different types of AdWords extensions, this guide will focus on Sitelink extensions because they allow you to send people to particular pages on your site. It allows you to present such an interface to the user as would be more interesting to them and contain more of what you offer in the advertisement.

In the Zoho ad below, the company links to pages for their Forever Free Plan, their Features, and their Integrations:

Sitelink Extensions

Using site links is rather useful if there are several pages on a particular site that can interest a user.

6. A/B Test Your Ads

This fundamental concept must have crossed your mind, especially with websites or email marketing: A/B testing, also called split testing. These tests enable you to compare how 2 or more variations of the webpage or some email campaigns perform.

Google Ads rounded up split tests under their custom experiments.

With these testing features, you can see which headlines, copy, images, and extensions will likely respond well to a call to action and earn the highest CTR. After that, you can stop the test and launch the final version of your advertisement with the highest conversion rate.

7. Improve Your Quality Score

Actually, in general, the possibility to view the Quality Score is located in your Google Ads account, though it is presented not at the overall campaign level but at the ad group level. In many cases, this score significantly impacts the chances of your ad on a particular social networking site.

After that, if you have provided all the tips above, you should be able to reach the desired score. Nevertheless, it is advisable to continue fine-tuning and experimenting with the ads to levels to enhance it further.

Make the Most of Your Google Ad Traffic

Currently, no specific and fixed CTR can be aptly described as the generally acceptable Google Ad CTR. You need a high CTR for Google ads that resonate with your niche market industry and adequately direct new leads to your business website.

When you are fortunate enough to have all this new traffic visiting your site, here is what you can do.

With its help, OptinAble can be easily installed as a plugin tool for your website and start converting your visitors into leads and customers.

With our popups, Slide bars, Embed, and other onsite marketing campaigns, you can:

  • The use of the lead magnet is an excellent way of growing the list of your email subscribers.
  • Ensure that rendering appropriate offers for each visitor with page-level targeting
  • Lower the cart abandonment rate with exit-intention popups
Make the Most of Your Google Ad Traffic

Common Mistakes That Affect CTR

Below, we will look at the five most frequent oversights that cause a significant influence on your online content’s CTR: Although these are common mistakes, their cumulative effect can potentially hinder the result of your digital marketing campaign.

In this section, we will discuss some of these common mistakes:

  1. Uninspiring Headlines: Whether relevant or not, a headline that informs will inevitably translate to an inferior click-through rate. In the given case, it is imperative to stress that headlines should be interesting and appeal to your target public.
  2. Poorly Written Meta Descriptions: Meta description can be seen as one of users’ initial experiences when interacting with the given content. In other words, if these invitations are written lamely or are uninteresting, users will have fewer chances of following the link.
  3. Ignoring Mobile Optimization: While it is important to address here that a vast number of users access the content through portable devices. If one is not strategic in their mobile points of interest, it can turn a person off quickly.
  4. Slow Page Load Times: As much as this may benefit the user, having slow-loading pages means the user has to wait ages to get to one point on the page, while others quit before the entire page loads, thus reducing your CTR.
  5. Irrelevant Content: As seen in the following excerpts, traffic is unlikely to be generated if the promoted content is not properly aligned with the keywords or the target users’ interests.
  6. Misleading Titles: It reminds us that when choosing a title, it is crucial to pay attention to its catchiness, but at the same time, it has to be connected to the material in some way. In conclusion, an engaging and convincing title is mandatory, among other important aspects, which can cause a high bounce rate and undermine confidence in your resource.
  7. Lack of Clear Call-to-Action (CTA): If a CTA is not attractively designed or doesn’t effectively grab the user’s attention, then the user might not be certain what to do next, having a low click-through rate.