Click Through Rate Optimisation: How It Works Plus How To Boost CTR

Click Through Rate
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Click-through rate is the measuring tape businesses use to measure the success or failure of campaign efforts and search engines place a high value on a good click-through rate (CTR).

After all, in the pay-per-click model, the more users click the more money the search engine makes.

When visitors turn to a search engine, they have questions and are looking for answers. They are expressing a need or want and this helps advertisers tailor messages that address that pain point.

What searches so great is users are telling you exactly what they want. They have already decided they need something and are now trying to find it.

Creating a relevant paid search ad is your first step as an advertiser in satisfying that need.

This article will explain what click-through rate is, what a good CTR is, how it influences your ranking in the search engine and your Quality Score.

What is Click-Through Rate?

CTR represents the number of users who clicked on your link and followed through to your product page.

It is an incredibly important metric in search engine marketing but Can you take CTR to the Bank?

No, you can’t. I often hear people bragging about incredible CTRs or other simply wonderful non-commercial aspects of their ads. Welcome my dear friend to the world of Vanity Metrics in marketing.

A vanity metric may make your ads look great, but in reality, have only an indirect relationship to actual commercial success.

You can’t go to the bank with a good CTR. You can write the juiciest, most engaging, and most relevant ad content in the world, achieving a Zeus-Like CTR of 100%, but if no one buys anything from you, it would be more Achilles’ heel than a lightning bolt.

Your time spent optimizing just for CTR would be a poor investment of your time.

Click Through Rate formula

Which Is A Better High Click-Through Rate Of Lower?

A high CTR is almost always better than a low CTR. A higher CTR means more users are likely to click and users don’t normally click on things they don’t like.

If the Search engine observes that your ads have a low CTR, it assumes that users find your ad content irrelevant and click on it less when they are shown those ads.

Now, this factor adds up to the Quality score which is an important factor in the rank and CPC of the ad.

When you start running a campaign, a high CTR is preferable. It is a signal that your keywords and ad creatives address the right users.

Meanwhile, the end goal is a good conversion rate, once enough conversions have come in, you shift to optimizing your campaigns for ROAS (e-commerce) or CPA (leads).

At this stage, CTR becomes irrelevant, as long as you achieve the ROAS and CPA goals. Here, CTRs can be low, high, or fluctuate and you won’t have a cause for alarm.

What Is The Difference Between Page CTR And Impression CTR?

An impression CTR is the click-through rate for individual ads while a Page CTR is the click-through rate for a whole page, this includes all the ads on a page.

If for example, you have three ads on a page, if someone clicks on any of them then these count as a click towards your Page CTR. It will also count towards the impression CTR of the ad that was clicked on.

Because of this, you would always anticipate a Page CTR to be higher.

For instance:

Your site has 3 ads per page which load every time. In one day you get

#. 1,000 page views

#. 3,000 ad impressions

#. 10 clicks

To calculate your CTR, you can use this equation:

 CTR = Clicks divided by impressions (then multiply the whole thing by 100 to make it into a percentage).

How to calculate the Click-through rate
image credit: WordStream

In this example, your Page CTR is 1% and your Impression CTR is 0.33%.

Most of the time, you won’t have every ad on a page load for one reason or another so it gets more complex than this.

How Click-Through Rate Impacts Quality Score

Quality Score is a measure of an advertiser’s relevance as it relates to keywords, landing pages, and ad copy.

The more relevant your content and landing pages are to the user, the more likely it is that you will earn higher Quality Scores.

Quality Score is calculated by the engines’ measurements of anticipated click-through rate, ad relevance, & landing page experience.

A good CTR will enable you to earn higher Quality Scores.

What Are The Best Ways To Boost The CTR?

#1. Create Attention-Grabbing Titles

Your titles should be clickbait. Clickbait describes content written to entice audiences into clicking on it by using breathtaking headlines.

Some powerful examples include content like “Do some foods explode in your stomach?” This type of headline typically has higher click-through rates because they are so dramatic.

This content can be ideal for lead generation when directed to a landing page on your website.

One of the best ways to increase the CTR in content marketing is by creating magnetic and attractive headlines.

Today the amount of content on the web has risen substantially thus increasing the competition in the market. So to get in the eyeballs of the search engine and your target audience, you need to create attention-grabbing headlines which can pull users into the business

Just make sure the headlines are unique, relevant, and, most importantly, fascinating. You can use an online plagiarism checker to research the originality of a headline you are using for your banner ads.

#2. Optimize the Meta Descriptions

A meta description is crucial in content marketing and on-page SEO. A good Meta description is going to bring you tons of traffic and would accordingly increase the Click through rate.

If the Meta description lacks snippet text and isn’t honed with proper keywords and original characters, it will only boost the bounce rate on your site.

You must look for relevant and high search volume keywords for your Meta description and check for plagiarism with a dependable plagiarism checker.

#3. Use Visual Content on Your Website

One of the most successful ways to improve your click-through rate and boost conversion rate optimization is by making your social media page or website visually attractive. 

You would be surprised to know that images and other visual aid attract ten times more visitors to a site than just text alone. This is major because the human mind processes and response to visual content 60K times faster than text.

Before leveraging any image or visual aid on your site, you must check its copyrights with a dependable plagiarism checker or reverse image search tool

#4. Always Utilize Rich Snippets

Snippets play a crucial role in winning a higher search position in the results generated by Google With rich snippets, you can effortlessly increase your click-through rate, and this is because of their benefits.

One of the biggest benefits of rich snippets is that it tells them immediately about the outcome and offers information about the other side of the link to the users

This encourages them to click on the ads straight away. Ensure that the snippets are unique and checked with a plagiarism checker.

How to Improve A Site Performance with CTR

Click-Through rate is one of the major factors of key performance indicators (KPI). It simply tells how many users have clicked on your ad link. It is generally used to determine the success of ad campaigns. You can improve a site’s performance in the following ways:

#1. Increases SEO Ranking Of Your Website:  CTR boosts the page view of your website. If CTR is high, the ranking of your site on several search engines will automatically go up.

#2. Boosts Your Website’s Engagement: If someone clicks on the link provided by you in your ad, there must be something engaging, which holds the customer to your website and increases engagement.

#3. CTR Improves The Conversion Rate:  CTR improves the engagement rate. Thus, the conversion rate will improve automatically.

#4. Increases your website’s popularity: The more CTR is generated, the more popular your site will gain. Whenever someone clicks on the link, it will be redirected to your website’s landing page, which simply makes your website popular among users.

What is a Good CTR?

what is a good click-through rate?

It is hard to say what a good Click-Through Rate is, as it varies between the keywords used (competitiveness of your keywords), the audience, the position, the type of industry, etc.

According to Google, the average Click through rate for AdWords Campaigns is only 2%, & anything over 2% can be considered above average. The biggest factor impacting CTR for Pay-Per-Click Advertisements is the position of the Ad.

When Is It OK To Settle For A Low CTR?

Since CTR is very important, should you optimize all of your ads for CTR, and forget about other performance metrics, like conversion rate?

No, we have not said that and we won’t be saying it. Success in Pay per click (PPC) is not about Ad Rank and CTR.

I could write an ad that says “Free Smartphones!” that would get a lot of CTRs. However,  unless  I am in reality giving away Smartphones, such an ad with its numerous clicks won’t help my business become profitable.

The bottom line is, always focus on business metrics first, and place CTR second.

If your goal is to sell as many products as possible at the lowest cost, you should optimize your PPC campaigns for cost per sale. If the goal is to generate leads below a specific cost per lead, then improve for cost per lead.

Unless your business objective is to drive lots of PPC traffic, CTR should not be your major KPI.

There are times when a low CTR is OK and maybe even a good thing, better than a high CTR.

One of those times is when dealing with obscure keywords. Obscurity is a necessary evil in any PPC program.

Users may search for your product using broad keywords that mean various things to different people.

For example “security.”

Let’s say you run a company that deals in physical security solutions to companies to protect them from break-ins.

Your company wants to bid on the term “security” to arrest users who are just starting to think about their security needs. It sounds like a fine strategy, and it can be.

But “security” can mean a lot of different things to different users. People might be looking for:

#Credit card security

#financial security

#Data security

#Home security

#Security guard jobs

Let’s say you choose to bid on “business security,” since it is more defined and relevant.

But it’s still a broad term and your CTR might not be great. But let’s also say you get a lot of leads from that broad keyword, at a good cost.

Should you pause that term because of a low CTR? Of course not. Always let performance be your pilot.

Low CTR is perfectly great, as long as your keywords and ads are performing well based on your business goals.


Click-through rate is an important metric because it allows you to understand your customers. it tells you what works and what doesn’t work when trying to reach your target audience.

A low click-through rate could indicate that you are targeting the wrong audience or that you are not speaking their language persuasively enough to convince them to click on your ad licks.

However, Low CTR is excellently great, as long as your keywords and ads perform well based on your business goals.

Terhemba Ucha

Terhemba Ucha

Terhemba has over 11 years of digital marketing and specifically focuses on paid advertising on social media and search engines. He loves tech and kin in learning and sharing his knowledge with others. He consults on digital marketing and growth hacking.

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