HomeExpected CTR: How to Improve Your Expected Click-Through Rate

Expected CTR: How to Improve Your Expected Click-Through Rate


Expected CTR, or expected click-through rate, is Google’s estimation of the rate at which ad viewers will click through from your ads to your landing page. In calculating expected CTR, Google considers how well your keyword has performed historically, based on the position of your ad. Google assigns your keyword a rating of above average, average or below average, using only the exact match keyword.

Why is your expected CTR important? The fact is, your CTR today directly impacts how Google Ads predicts your ads will perform in the future. This is why a high CTR is so important for maintaining account health and lowering costs.

Expected CTR helps you understand if your keyword lacks relevance. A low CTR usually means your ad isn’t compelling enough to get people to your landing page to complete a desired action, whether it’s a product sale, newsletter sign-up, or other outcome. In addition, a low CTR negatively impacts your Quality Score, which makes your campaign less cost-effective.

How to Check & Optimize Your Expected CTR

The Google Ads Performance Grader is a free tool you can use to see how your expected CTR measures up against competitors.

As part of your free report, you’ll also get actionable tips to increase your CTR, your Google Ads campaign performance, and ultimately your return on investment. It helps improve CTR by giving you both a high-level and granular look into the CTR of your top keywords, alongside targeted recommendations for improvement.

Expected CTR Curve

Use our recommendations to weed out less relevant keywords, improve your Quality Scores and lower your cost per click. We’ll even let you know the expected impact of the changes we recommend, with an estimation of the clicks and leads you could generate with our optimizations.

See How Your CTR Compares Against Industry Benchmarks

Your account is graded against the most current and accurate competitive benchmarks for PPC – with KPIs including Quality Score, click-through rate, account activity, and wasted spend – thanks to our analysis of over $3 billion in total Google Ads spend.

expected ctr in google ads

You can also check your account’s impression share, Shopping and Display ad performance, adherence to best practices, and preparedness for mobile PPC.

As always, the Google Ads Performance Grader is free to use and offers account diagnostics, in-depth analysis and personalized recommendations to improve your Google ads performance. Our proprietary grading algorithm dives deep into 60 different factors including your ad spend data, Quality Score, ad ranking, impressions and more, to ensure the most impactful optimization recommendations for your account.

The Google Ads Performance Grader is already helping hundreds of companies around the globe easily and efficiently optimize their accounts for higher CTRs, greater leads, and reduced spend. Small and medium businesses in particular benefit from the expert analysis and recommendations of our free tool, allowing them to maximize their often limited budgets and take advantage of insights gleaned from our analysis of a massive amount of PPC data. Try it now!

wordstream google ads performance grader

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wordstream google ads performance grader