Feb 8, 2022

Click-Through Rate 101 Guide: Everything You Need To Know About CTRs

Priya Jamba, Content Marketer
Priya Jamba
Click-Through Rate 101 Guide: Everything You Need To Know About CTRs
Priya Jamba, Content Marketer
Priya Jamba
Feb 8, 2022

Click-Through Rate 101 Guide: Everything You Need To Know About CTRs

What is a click-through rate? This article will tell you about the click-through rate and how it can be used to measure the success of your ad campaigns.
Click-Through Rate 101 Guide: Everything You Need To Know About CTRs

Table of contents

In digital marketing, various important metrics determine the success of an ad campaign.

One such important metric is the Click-Through Rate or CTR.

A click-through rate is a key metric for publishers and advertisers to measure the success of their campaigns.

In this article, we will explore the meaning of CTR and discuss how it can be improved.

What is Click-Through Rate and How to Calculate Click-Through Rate? 

The click-through rate is the total number of clicks that a particular ad receives in relation to the total number of impressions (or views) for that advertisement.

It's an essential measure of website performance and online advertising, and many e-commerce companies track it closely.

The following is the click-through rate formula:

(Total Clicks on Ad) / (Total Impressions) = Click-Through Rate

CTR can be used to measure the performance of PPC search results (with Google AdWords or other search engines), CTAs on a landing page, or hyperlinks in blog posts and email campaigns.

Google’s ranking algorithm determines where your advertisement shows up on the web page someone is searching for. This affects how many people see and click through to your website.

But, What is a Good Click-Through Rate? 

The question still lies; what is a good CTR? Are CTRs different for ad campaigns, landing pages or email campaigns?

Research by Hubspot found that the average Click-Through Rate for search ads was 1.9%, whereas it was around 0.25% for the display ads.

Search ads are advertisements displayed on search engines like Google, Bing and Yahoo!

They usually appear in the form of a text ad or banner ad. These ads can be targeted to specific people and only show up when they're searching for something related to your business.

Display ads are advertisements that appear on websites, online publications, and mobile apps. They can be displayed in many ways such as video or text banners or in-feed ads on social media platforms.

The main goal of display ads is to provide marketers with an opportunity to engage users with a relevant message that can generate the desired response. Display ads work best when they're shown at the right time during the user's browsing session, so they are more likely to click on them.

When looking at CTR, you have to look at the keyword and industry they're bidding on. You should consider each of these things when trying to get traffic for your website or PPC ad campaign.

What is a High CTR and a Low CTR?

High CTR

In general, a higher CTR indicates that an ad is more effective than the previous ads or is gaining more attention in general. 

When you use branded keywords, it can often get you a double-digit CTR. In some cases, the click-through rates for broad non-brand keywords are not unusual at all.


A low CTR indicates that your web copy or page is not enticing enough.

Low click-throughs can be due to many reasons, but usually, it's because the offer has been out for too long and people are not interested anymore or don't have enough time in their hands to act upon it.

CTRs in Various Use Cases

# Email Click-Through Rate

Email CTRs are important metrics to use for email marketers besides the open rate, bounce rate and others.

Email click-through rate is the ratio of emails opened on a particular email list to the number of emails sent. It is measured by dividing the number of emails opened by the total number of emails sent.

The email open rate is important because it tells us if our target audience is engaging with our email marketing content.

Emails sent vs. emails delivered

Determining the number of emails delivered vs. those sent can help improve your ability to track and measure acquisition campaigns.

It also gives you insight into what percentage of recipients actually open the messages, which in turn helps with ongoing performance coaching and reporting.

# Click-Through Rate and SEO 

There is a saying that "a dead horse is a good horse," and this is very true in the world of Search Engine Optimization.

A high click-through rate can make a website more profitable and help it rank higher in search engine results since the most relevant ads will be clicked on more often.

However, other factors play an important role, such as SEO and SEA (Search Engine Advertising).

# Click-Through Rate and SEA 

A click-through rate of 10% is considered to be good, but the ideal click-through rate for an advertisement should be between 20% and 25%.

If you can achieve a higher CTR, it will help your website rank higher in search engine results. However, if you have a low CTR, then it will not make any difference to your website's ranking.

# Using CTR to impact Advertisement Rank

There are two main ways that CTR impacts Advertisement Rank: 

First, it increases the number of clicks on a particular ad and reduces the cost per click.

Second, an increase in CTR can be used to predict the future performance of an ad group based on past results.

Both of these factors impact Ad Rank directly.

For example, if you have a highly engaged audience and your CTR is above 1%, then you can expect your ad to be ranked higher than it would otherwise.

Conversely, if the CTR for an ad group is below 0.1%, then Ad Rank will be lower than it would otherwise.

# Using CTR for internet marketing

CTR is one of the most important tools in internet marketing and is one of the key metrics used to evaluate digital marketing strategies. 

It can be used as a metric for measuring the success of your marketing efforts. This can be done by tracking the number of clicks for each marketing campaign and then comparing that number to your target number of clicks or impressions that you have set.

Tips for Increasing CTR

Many different strategies can be used to increase the click-through rate on a website.

One of the main strategies that you can use is improving the design of your website. This includes changing the layout, font, and color schemes.

It is important to make sure that your website is easy to navigate and follows best practices from search engines so that it will rank higher in search engine rankings.

Another way of increasing CTR for your website is by including a call to action on your landing pages. This allows people to click on the banner or button and progress further into the content on the page.

Here are quick ways to increase CTRs:

1) Optimize your headline and copy: If you have an ad with a call to action, then make sure your headline and copy are clear. Solve a problem through the headline and make sure to use a focus keyword.

2) Use images: If you are going to be placing images on your website, then make sure that they are relevant and contain the keywords from your ad.

To increase CTR with images, use high-quality graphics rather than simple text logos or stock photos. This will help search engines recognize and index them more quickly as well as bring in higher quality traffic.

3) Include CTAs: Write a CTA that is interesting and appealing to your audience. You want them to click on it and take action now!

4) Use hashtags: To use trending hashtags, you should research popular ones in your industry and then find keywords that would match with the rest of your content so people will see it when they search for it.


The CTR of a website is the percentage of people who click on an advertisement and complete a transaction.

When you increase your CTR, you can expect to see a significant increase in traffic and leads.

Therefore, if you want to increase your website's engagement, then you need to be able to gauge the effectiveness of your advertising by keeping up your CTR.

Priya Jamba
Content Marketer
ABout the AUTHOR
Priya Jamba
Content Marketer

Priya Jamba is a Content Marketer at Scalenut. She loves marketing technologies and believes that with the right combination of tools and creativity, every organization can build sustainable brands. She is on a mission to help marketing teams across the globe produce tangible results from their marketing campaigns. Currently, she is working along with the Product team to enhance the AI content quality through prompt engineering.

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