Click-Through Rate (CTR)
A high position in Google makes your website more visible. The higher you are in the search results, the greater the chance that people will click on your link.
Why a high position in Google is important and what CTR has to do with it
A high position in Google makes your website more visible. The higher you are in the search results, the greater the chance that people will click on your link. This results in more visitors, and thus more conversions, leads and revenue.
An important metric associated with this is the Click-Through Rate, abbreviated as CTR.
What is CTR (Click-Through Rate)?
CTR stands for Click-Through Rate, also known as click frequency in Dutch. The CTR indicates how many people click on your link, compared to the number of times the link is shown (impressions).
Example: If your page is shown 1,000 times in Google's search results and clicked on 75 times, then your CTR is: (75 ÷ 1,000) × 100 = 7.5%
What is a good CTR?
What constitutes a good Click-Through Rate (CTR) depends on the sector, target audience and channel. In general, the higher the CTR, the more website visitors your online visibility generates.
Many companies expect too high a click frequency. It is unrealistic for a majority of people who see your advertisement to click through. The average Click-Through Rate (CTR) in Google Ads is significantly lower than often assumed.
According to data from Google, the average CTR typically ranges between 0.4% and 0.7%. So, out of every 1,000 people who see your advertisement, an average of four to seven click through.
A CTR above 0.7% is therefore often considered good to very good, depending on the industry and type of campaign. A higher CTR usually indicates relevant targeting, effective ad copy and a good match with the user's search intent.
What is a good CTR?
This is no different for display advertisements and banners: the average Click-Through Rate (CTR) is also low there.
If your banner scores higher than 0.7%, that is an above-average result.
As a guideline, display campaigns have an average CTR of about 0.4% to 0.7%. That percentage may seem low, but it is normal for this type of campaign.
If your banner scores above 0.7%, it performs above the market average. This indicates an effective message, strong visual execution and/or relevant targeting.
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