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According to WebFX, the average CTR for Search ads is 3.17% and the average CTR for Display ads is 0.46%. This indicates how many people out of 100 people who see your ad will click on it.

These average numbers are pretty low, but there is a lot that you can do to increase your CTR.

The closer to the top of the search results your ads are, the more likely you are to have your ads clicked. The more targeted your audiences are towards your usual customers, the higher your CTR will be. Also, stronger copy tends to get a higher CTR, especially if your ads can appeal to someone’s health, wealth or social status. Ads that better align with your prospects’ search terms tend to get higher CTR, and ads targeting your business name (or your competitor’s business name!) tend to get a very high CTR.

Keep in mind that your objective is not to get a high CTR however (remember, you have to pay for clicks). Your objective is to make sales from your website.
If you get a high CTR, but low conversions you will get a poor return from your ad spend, so don’t focus on CTR as your primary metric.


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Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

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Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020