What does CTR mean in Google AdWords?

CTR in Google AdWords means “click-through rate.” CTR is a ratio of clicks to impressions, or the percentage of time your ad impressions are actually clicked. A CTR of 1%, for example, means that your ads are clicked once for every 100 times they appear on a web page.

CTR, or click-through rate, is an important measure of whether your ad campaign in Google AdWords is successful. If you have chosen the pay per click option in Google AdWords – meaning that you pay only when your ads are clicked – then obviously your advertising objective is to get users to click on your ads. CTR tells you whether you’re succeeding at attracting clicks.

CTR is also critically important because it’s one of the main factors Google uses to determine whether to continue running your ads and how much they will charge you. Although Google doesn’t specify a target number, normally Google expects you to maintain a CTR of above 1% for all your ads. If an ad falls below 1%, you run the risk of Google discontinuing your ad or charging you a higher click-through rate.

Keep in mind, CTR is very important to Google because, in the pay per click model, Google only makes money when your ad generates clicks. If your ad is failing to generate clicks, as evidenced by a low CTR, Google has no incentive to continue running your ad. So if you notice some of your ads are getting little to no placement, check the click-through rate to see how it’s performing.

See: What makes people instantly click Google Ads now?