What is expected CTR? Expected CTR is the estimation of how many times that ad viewers will click through from your ads to your landing page. Google considers how well your keyword has performed by using this CTR.

Beside that, Google assigns your keyword a rating of above average, average or below average, using only the exact match keyword. Do you want to know more about expected CTR and how to improve it? Read this article for all the information you need.

Expected CTR Is…

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How to improve expected CTR? This might be the question that you are curious about but before we discuss how to improve CTR. You need to know What is expected CTR first. CTR or Click through rate is a metric that measures the number of clicks advertisers receive on their ads per number of impressions. 

What is a good CTR? A good CTR is relative to what you’re advertising and on which networks. A good CTR can be used to see how well your keywords and ads, and free listings, are performing. This CTR also can be the indication that the users can find your ads which are helpful and relevant. 

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If you have Expected CTR below average, your campaign can be seriously damaged and give your competition the upper hand. Beside that, expected CTR is impacted by the historical data at account, campaign and ad group level.  That’s why you need to pay more attention to your expected CTR.  Here are the things you need to pay more attention to increase your CTR.

Use More Relevant/Precise Keywords to Improve Your Click Through Rate

The relevancy of your keyword will give a big impact to your Expected CTR, Google Ads. You don’t have to only use the exact keyword to your ads but you need to use several keywords which are relevant to your ads because it will bring you more conversions. The relevant keyword will help you more precisely target your audience. The more relevant your keywords are, the wider variety of search terms your ads will show up.  

Read also: What Are the Tips to Do PPC Keyword Research in 2021?

Keep Tighter Relevance between Keywords and Ad Text

The other tips on how to improve CTR of display ads is the relevance between your keywords and Ad Text. Once you have chosen and group your keyword, you need to make sure that your keywords are relevant with your Ad Text. 

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Split Test Ads

You can try to split tests on three or four ads per ad group. You can create many variations of advert copy and test them against each other on Google Adwords. By doing the split test ads to three or four ads per ads per group, you can see which part gets the highest CTR.  You might also be wondering why you need to split your test ads. It is because research has shown that responsive text ads can lead to improved CTR. 

Make Use of Ad Extensions

If you are curious on how to increase CTR Facebook ads, you go to the right sites. To increase your CTR, you can use the Ad Extensions. There are several ranges of different Ad Extensions that are offered by Google when you build an ad campaign. If you utilise the Ad Extension properly, it will give you a positive effect on your expected CTR.  

Optimizing Your Expected CTR Reduces Wasted Spend, Improves Campaign Performance

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As you know, CTR is a ratio which can show how often the users who see your ad or free product listing end up clicking it. How is the CTR formula? You can get your CTR number by dividing the number of times your ad is showing with the impressions you get. If you are still confused on how to calculate it, you don’t need to be worried because you can use a CTR calculator to count it.

To have a good performance, you need to have a good CTR. How to improve expected CTR then? You can use Google Ads Performance Grader to help your PPC marketers optimize their expected CTR to improve campaign performance and return on Investment. Your Expected CTR, Google Ads will be improved by giving a high level and granular look into the CTR for your top 200 keywords, alongside targeted recommendations for improvement.

Read also: Super Simple Ways on How to Improve Expected CTR 2021

Track CTR Data Over Time to Improve Expected CTR for Your Keywords

The other way to improve the Expected CTR is to track and pay more attention to your data. To get a good rank, you need to improve your Quality Scores and lower your costs per click which will help you to generate your optimizations.

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You can also use Google Ads Performance Grader to help you with a performance tracker feature which allows you to see how your key metrics and overall performance trend over time with automatic account analysis every 30 days.

This new tracking feature from Google Ads Performance Grader is really helpful to improve your Expected CTR since it allows you to track historic CTR data for each keyword. This is what Google considers when they calculate your Expected CTR. With this new feature from Google Ads Performance Grader, you can get your CTR full form report from previous weeks and months.

See How Your Adwords Campaigns Compare Against Industry Benchmarks

Your website is graded based on the most relevant and accurate benchmarks for PPC with the KPIs including Quality Score, Click Through Rate (CTR), account activity and wasted spend. If you want to check your account’s readiness, you can also use Mobile PPC Readiness Score to see the evaluation of your account’s adherence to mobile PPC best practices.

You can also use Google Ads Performance Grader to help you analyze and recommend the best way to improve your Adwords performance. Google Ads Performance Grader has a proper grading algorithm including your ad spend data, quality score, ad rank, impressions and more which will make sure to give you the most impactful optimization  recommendations to your account.


For  a successful Google Ads campaign, you need to improve your expected CTR. CTR is the rate at which PPC ads are clicked or in other word is the number of people who see and click your ads. This CTR is important for your PPC success.

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