www.wordstream.com Open in urlscan Pro
2606:4700:10::6816:46a1  Public Scan

Form analysis
4 forms found in the DOM

GET https://www.wordstream.com/

<form class="ws-form-2" role="search" method="get" action="https://www.wordstream.com/">
  <input type="search" class="ws-form-2-input" placeholder="Search" value="" name="s" title="Search for:">
  <button class="ws-form-2-btn">
    <i class="ws-form-2-btn-icon ws-icon-search-2"></i>
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</form>

GET https://www.wordstream.com/

<form class="ws-form-1" role="search" method="get" action="https://www.wordstream.com/">
  <input type="search" class="ws-form-1-input" placeholder="Search" value="" name="s" title="Search for:">
  <button class="ws-form-1-btn">
    <i class="ws-form-1-btn-icon ws-icon-search-2"></i>
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</form>

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      border-bottom: 1px solid rgba(0, 0, 0, 0.25);
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      cursor: pointer;
      font-size: 13px;
      font-weight: bold;
      line-height: 1;
      text-shadow: 0 -1px 1px rgba(0, 0, 0, 0.25);
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    .mktoForm .mktoButtonWrap.mktoPaperMashup .mktoButton:hover {
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      <div class="mktoFieldWrap mktoRequiredField"><label for="Email" id="LblEmail" class="mktoLabel mktoHasWidth" style="width: 120px;">
          <div class="mktoAsterix">*</div>Email Address:
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    value="14970"><input type="hidden" name="munchkinId" class="mktoField mktoFieldDescriptor" value="622-BHC-517">
</form>

<form novalidate="novalidate" class="mktoForm mktoHasWidth mktoLayoutLeft" style="font-family: Helvetica, Arial, sans-serif; font-size: 13px; color: rgb(51, 51, 51); visibility: hidden; position: absolute; top: -500px; left: -1000px; width: 1600px;">
</form>

Text Content

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Home — Average Click-Through Rate: What Is Average Click-Through Rate?


AVERAGE CLICK-THROUGH RATE: WHAT IS AVERAGE CLICK-THROUGH RATE?

--------------------------------------------------------------------------------

What’s a good CTR, or click-through rate for Google Ads? Simply put, there is no
one-size-fits-all answer. What is and what is not a good click-through rate
depends on your niche. Read on to learn everythin


WHAT IS AVERAGE CLICK-THROUGH RATE?

Average CTR (or average click-through rate) is the ratio of ad clicks to
impressions in your Google Ads campaigns. While basic CTR measures the rate of
clicks on each ad, average CTR calculates the number of clicks vs. impressions
across your campaign, or for each individual keyword.


LOW AVERAGE CLICK-THROUGH RATE

A low average click-through rate is problematic, as it can drag down your
Quality Scores and affect future ad placement. Low CTRs signal a lack of
relevance for your ad viewers, who aren’t inspired to click on your ad and visit
your landing page to learn more about your offer or take the desired action.

Better keyword targeting and negative keyword discovery can help you improve
your CTRs, reducing wasted spend and improving your Quality Scores.

Want to increase your average CTR? Run our Google Ads Performance Grader and
find out how. 


HIGH AVERAGE CLICK-THROUGH RATE

On the other hand, a high average CTR, either across your campaign or for a
specific keyword, doesn’t always mean success.  It is one indicator that, when
combined with other KPIs (key performance indicators) can point to the success
of your campaign. However, high average CTRs with low conversions may actually
mean that you’re wasting spend by attracting people less likely to convert.

This may be caused by targeting that is too broad, irrelevant ad copy, or a
combination of both.




WHAT IS THE AVERAGE CLICK-THROUGH RATE IN GOOGLE ADS?

The average click-through rate on Google Ads paid search ads is 4-6%. CTRs are
going to be lower on the display network, which is why it’s important to
leverage enticing display creative.

However, it’s important to note that average CTR, as well as other key metrics,
like conversion rate, can vary widely by industry, because some industries are
more competitive than others and consumers behave differently from one industry
to the next. So the best way to know if your CTR is higher or lower than average
is to look at industry-specific benchmarks. Below, you’ll find benchmarks for
average CTR for 20 common industries:

View our online advertising benchmarks here.


HOW DOES YOUR AVERAGE CTR STACK UP AGAINST COMPETITORS?

Our free Google Ads Performance Grader analyzes your account against several
different factors, offering insight for improvements across major KPIs including
Quality Score, account activity, wasted spend, and impression share. You’ll also
see how your performance in these areas compares to other advertisers in your
industry, for the most accurate view into your competitive edge.

In seconds, see how your top 200 keywords perform against industry benchmarks,
gleaned from our analysis of billions of dollars  in Google Ads spend. Drill
down into specific keywords from your campaigns for impressions and average CTR
data, then get to work implementing our personalized recommendations.



The Google Ads Performance Grader helps you understand how keywords are
performing against others in your campaign, as well as your competitors. See
which keywords are weighing down your Quality Scores with low average CTRs and
learn how to bring in more leads with better ad targeting.


IMPROVE YOUR ROI WITH GOOGLE ADS RECOMMENDATIONS

Keeping an eye on Average CTR can help trim wasted spend, especially when your
CTRs are acceptable or even high, yet conversions are low.  Our analysis and
recommendations will highlight opportunities to improve targeting, raise or
lower average CTRs and increase conversions using ad copy, negative keywords, or
other strategies.



In addition to a simple visualization of your top-performing keywords within the
Google Ads Performance Grader, you’ll find recommendations to help optimize your
average CTR for more effective and relevant ads, more leads and a higher Quality
Score. Our free tool also shares the expected impact of recommended changes.

You’ve always been able to see an overall average CTR score within your Google
Ads Performance Grader dashboard, but with the release of our new “Plus”
version, you can see how your performance trends over time. Every 30 days, your
account is automatically evaluated, with historic performance information
available from the dashboard.

Understanding your Average CTRs is critical for reducing wasted spend,
recognizing how PPC keywords and campaigns translate to leads and sales, and
optimizing your campaigns for greater conversion and overall effectiveness.  See
how your campaigns rate in eight key areas and learn how to make the necessary
improvements using our free Google Ads Performance Grader.

You may also want to download our free guide to increasing your click-through
rate:  10 Tricks to Get the Click: How to Write Exceptional PPC Ad Copy.

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