The CTR or click-through rate is a percentage which indicates how many people click on a link compared to the total number of views. A CTR of 10% means that of one hundred people that see an advert or a link, ten click through to the underlying web page.
As indicated by Google about Ads-adverts: “In the search network, a click frequency is considered as good if this is 1 percent or higher.” Research has shown (Accuracast, 2009) that the position is also relevant; first place in adverts (8% CTR) is better than fifth place (1% CTR) and the average CTR for a Google Ads-advert is around 2.5%.
People tend to go to the organic search results for a search in Google, rather than the adverts that appear. The link that is in 1st place in the organic search results has a CTR of 35%, second place provides a CTR of around 15%. The ninth place, the penultimate position on the first page of search results still equates to a CTR of 2.6%, so higher than the CTR for an average Ads-advert.
Research figures from Chitika – 2013
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