What's a Good Click-Through Rate (CTR) for PPC?

Click-through rate, or CTR, is hugely important for advertisers. In most PPC platforms, including Google AdWords and Bing Ads, your CTR helps determine both your ad rank and your cost per click. The higher your CTR, the better your ranking and the lower your costs.

Click-through rate is the percentage of total ad views that result in clicks, and it is one of the key factors in Google’s Quality Score formula. Google uses Quality Score to determine both your ad position and actual cost per click.

what's a good click through rate in adwords

So, what’s a good click-through rate then?

What’s a good click-through rate for PPC? It depends on your industry, your business type, your goals and other factors, but as a starting point, use the free tool below to see if your current PPC click-through rate is higher or lower than average in your industry:

Click here to use this tool on your mobile device

Average Click-Through Rates in AdWords by Industry

Your ideal ad click-through rate takes time to determine. It’s not the same for everyone, and average CTR depends on such factors as your industry and keywords, and how competitive they are.

Still, it’s very helpful to have some general guidelines for starting your AdWords campaign.

Based on our huge stores of client data, we’ve determined that the average CTR across all industries in AdWords is 1.91% on the search network and 0.35% on the display network. The graphic below shows the variation in average click-through rate for twenty different industries.

average ctr in adwords

A good click-through rate, of course, is better than average, so you should be looking to beat these CTR benchmarks! We’ve found that high click-through rates not only lead to high Quality Scores – they also correlate with higher conversion rates.

If you're curious about your own CTR, you can use the free AdWords Performance Grader to measure your click-through rate and compare your CTR and other KPI’s to your competitors.

I know my CTR – now what?

Say you start with these benchmarks and decide to target a 3% click-through rate for your real estate business. You determine your target keywords, bid on these keywords, and set up your ads and landing pages with these keywords.

What’s next?

First, after a few weeks look at your ads’ click-through rates. This information can be found within the dashboard of your AdWords account. (Or, you can run the AdWords Performance Grader for a free CTR health check.) See how close your click-through rates are to your goal.

good click through rate for ppc

If your CTR’s are below your goal, consider the text of your ads. Are your ads enticing and emotional? Is your value prop clear? Are you including your keywords? If you don’t make your product or service appealing or easy to understand, customers won’t click on your ads.

Make sure you’re using ad extensions. They increase the size of your ad as well as increasing click-through rates.

Remember that it’s possible to have too high a click-through rate. If your CTR’s are strong but your conversion rate is low, you’re probably not going to achieve return on your advertising investment. You’ll be paying for clicks that don’t turn into customers. Make sure that your offer is really something that people want, and that your landing pages are optimized for conversion on all devices.

Monitor your click-through rates and conversions following any changes to your ads. If your income is greater than your click spend, consider shooting for a higher click-through rate. You can do this by improving your ad text, choosing better keywords, and incorporating negative keywords into your AdWords campaigns. These actions should increase your number of qualified ad impressions, click-through rates and conversions.

More click-through rate tips

Here are a couple of additional things to consider when determining your ideal click-through rate for paid search:

  • Typically click-through rates for search ads are higher than click-through rates for ads on the display network. That’s because display ads aren’t so closely match to intent, and are often more about generating brand awareness than immediate conversions.
  • Ads tied to “softer” conversions, like a free quote, tend to generate higher click-through rates than ads for high-ticket items like enterprise software.
  • Ads for brand keywords drive some of the highest CTR’s of all and can raise your overall account Quality Score.

 What did you learn? Is your click-through rate good enough?

Find out how you're REALLY doing in AdWords!

Watch the video below on our Free AdWords Grader:

Visit the AdWords Grader.


Apr 26, 2010

Interesting - CTR @ 2% sounds like a good goal to aim for, thanks!

John Paul Aguiar
Apr 26, 2010

Long read,, but well worth it. Nice to specific explanation on good to great CTR. I was thi9nking 5 - 10% was good..lol I stopped a facebook campaign because my CTR was 2% and I thought it wasn't worth continuing.. I was actually doing pretty well :)

Apr 26, 2010

Very interesting, any reference for content campaigns or facebook ppc campaigns? Thanks!

Mar 16, 2011

That really helped me to understand my adword campaigns. I have some CTR at 1% and others at 11%. I now understand what I should aim for and that I need to be very careful about the higher CTR as they may not actually be giving me the required outcome and simply costing me a lot of my budget.

Great article, thank you!

Jul 04, 2011

Tnx for the simplistic explanation. My CTR is between 1%-1.39%...

Jul 19, 2011

This is a good article. I'll make sure to come back to read the read of your Adwords articles. I found your website looking up some information on CTR and finally found what I was looking for.

There are so many websites that had no idea what there were talking about. Haha

Sep 06, 2011

1% is seriosuly good. I've found averages to be more like 0.25% Of course it depends on your audience and project!

Louise M.
Feb 15, 2012

Personally I do PPC with Microsoft Advertising and my CTR is 11%! Very specific keywords with high commercial intent, excellent quality score and a 0.20€ bid. :)

Louise M.
Feb 15, 2012

EDIT: 1st position on the page of course.

May 15, 2012

I was searching through google to understand the difference between conversion rate and bounce rate. I landed up- on your site, but unable to understand the actual difference. So, can you please explain me, If my bounce rate is high and the conversion rate is low then how does it affect the performance of my site on search engines?? Also, where can I see the excat comparison of my google analytics account, the actual comparison between the two?Please help!!

Zishan Ahmed
Nov 12, 2012

Very informative and fantastic article. Thanks for sharing.

Johir Raihan
Feb 05, 2013

Thanks for sharing such a good article. I have a question, what is the ideal ratio for CTR ?

Jul 16, 2013

There isn't an ideal ratio for CTR. It depends on many factors: the keywords you are targeting, the kind of ppc campaign you've chosen. The best option here is to compare your CTR with the one in your niche. There is an option of checking your competitor's CTR in Adwords. Here's a good article on this topic:  http://www.semrush.com/blog/articles/click-through-rate-ctr-importance-for-seo-and-ppc-article/ 

Nov 11, 2013

Hi,Christine Laubenstein,This is a very informative article. CTR is a important factor to be consider, if you are managing PPC campaign. I hope, you will publishing more articles on PPC and related terms.Thank you for sharing with us.  

Jan 20, 2015

Did you know the first ever banner ad had a 78% click-through rate?

Rahul Gupta
Feb 10, 2015

A CTR of 1.5% is good for a newbie or not?

Feb 07, 2016

I think 1% CTR is perfect....

Matheus Santiago
Mar 09, 2016

Excellent explanations about CTR, i don't like 1% CTR, i think that is too low, i saw people above 10%, what is the secret?? That's all i want to know :)

Jitendra Sharma
Apr 05, 2016

I have only 0.35% CTR that very low
Total - 138044 Page Impression
Clicks - 487
Earning - 48$

How may get high earning

Ben Popov
May 29, 2016

I am at 2% at this point, aiming at highers rates though...Thanks for the article!

Manish Rai
Jun 29, 2016

I want to know how much ctr will be good for organic result. This data is present in analytics and for me it is 13 %.

Elisa Gabbert
Jun 29, 2016

Totally depends in your average ranking...

Mar 14, 2017

There is no easy answer and it can vary greatly depending on channel, targeting, keywords, and more. But generally a healthy CTR is everywhere between 0.20% to 0.25% but is relative to varying projects strategies, target audiences, and contents.

Very recent I just launched a content syndication campaign as a content syndication specialist on OutBrain for only five days and that campaign was not so bad. Any online campaign needs to be long for better performance. See the attached file of my campaign was started slowly with average CTR and increased at CTR 0.32% on a specific day with normal CPC rate $0.08.

Mar 23, 2017

love the CTR measuring tool (mentioned above) than my competitor ... My CTR is 1.8%

Jul 10, 2017

I have a website on Finance niche and getting more than 2 % CTR. I think that it is low, how can I increase it more.

Sep 03, 2017

My CTR is coming in at 8.13%...based on all the information above, this seems like a massive outlier. We are a Party Trolley/Party Bus Company located in Boston! Could someone please explain if this seems accurate?

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