It starts with a click. Google displays diverse results — web pages, ads, videos, images, questions, etc. Understanding the click-through rate (CTR) guides smart marketing investments.

Being on the first page of Google is a concept that is drilled into the heads of marketers and entrepreneurs. But does the average Google CTR by position back up that idea? Is the effort that goes into claiming the coveted first position worth it?

click through rate

What is Google CTR?

This figure represents the number of people who clicked through divided by the total number of people who saw it. For those who love mathematics:

CTR = Clicks/Impressions

In search engine marketing, ranking first isn’t sufficient if nobody clicks your link.

The organic click-through rate is essential because it tells you how relevant your content is to your target audience. A high CTR means users find your content highly relevant, and a low CTR means that users find your content less relevant. If you use Google Ads, your CTR directly affects your Quality Score.

What is a Good CTR on Google?

Nothing can be simple, especially in the world of marketing. The short answer to the question, “What is a good click-through rate on Google?” is this —  it depends. A reasonable CTR on Google will naturally vary from keyword to keyword and campaign to campaign.

In many industries, a typical CTR is 4 to 6%. A reasonable rate for Google Ads is 7 to 9%, but for travel, automotive, or real estate, aim for 10 to 12%. In arts and entertainment, where the average is nearly 11%, target 13% or more.

When a Higher CTR Becomes Bad For Business

Too much of a good thing can become a bad thing. In the world of search engine marketing, higher click-through rates on Google can be alarming for businesses when:

  • You have to pay for every click.
  • You are receiving a high CTR for terms that are irrelevant to your business.
  • You are generating clicks on keywords priced too high and with a low return on investment.

Long story short, if a keyword is irrelevant to your business or is not generating any leads, then you should not aim for a high CTR for those keywords.

The Average Google CTR by Position

The moment of truth — does the average Google CTR  by position justify the amount of work that goes into SEO? The answer is YES.

First Page Sage conducted a recent average click-through rate research, and here are their results

  • Ad Position 1: 2.1% CTR
  • Ad Position 2: 1.4% CTR
  • Ad Position 3: 1.3% CTR
  • Ad Position 4: 1.2% CTR
  • Search Position 5: 5.1% CTR
  • Search Position 6: 4.4% CTR
  • Search Position 7: 3.0% CTR
  • Search Position 8: 2.1% CTR
  • Search Position 9: 1.9% CTR
  • Search Position 10: 1.6% CTR

Why Improving and Increasing CTR Matters

Many beginners fall into the trap of focusing too much on the “search engine” aspect of SEO or SEM. The critical thing to remember is who is using the search engine. These people make or break your impressions click-through rate.

Your audience, regardless of your niche or industry, comprises human beings who engage with their surroundings. Search engines are just tools to bridge the gap between you and a potential customer or client thousands of miles away.

If your content is not captivating, it will impact your CTR.

Improving your CTR can be done in some ways. One is to consider your copy. Is your message clear? Are you using a call to action? Another method is to test your way to success. A copy that is engaging with one audience might be boring for another.

Ultimately, targeting your audience should be the top priority to achieve a good click-through rate. To do that, you need to know your audience inside and out so that you can provide quick, thorough answers to improve your CTR.

Ways to Improve Your CTR

Now that we understand what CTR means and how it affects your Google Ads, let’s talk about getting a good one. There are a few ways, starting with how you choose your target audience.

Use the Right Keywords

Firstly, pick the right words. Focus on three types for more clicks:

  • Buy-ready words — Use words like “best CRM” or “stainless steel dishwasher” when people are ready to buy. Avoid words like “what is a CRM” to save money and get a better organic click-through rate.
  • Brand words — Target your brand and partner or competitor brands. People often search for these when they’re ready to buy.
  • Local words — “Denver personal trainer” gets lots of clicks because local searches often mean people are ready to buy.

Avoid Unwanted Clicks With Negative Keywords

It’s important to use negative keywords to control your CTRs. You tell Google not to show your ad for negative keywords.

For instance, if you sell new cell phones, mark “refurbished” or “used” as negative keywords. This step ensures your ad won’t appear for people who won’t click on it.

Focus Your Audience

If you’re not using search or keyword-targeted ads to calculate click-through rate, or even if you are, consider refining your audience. Narrowing down to specific criteria helps you tailor your ad message, boosting your CTRs even if you get fewer clicks overall.

Highlight Deals in Your Headline

People adore special offers, like discounts and free shipping. Instead of saving them for the description, feature them in your PPC headlines. The headline is often the first thing searchers read, and numbers in headlines tend to do well.

Words like “free” also catch attention, making your offer stand out. It’s like pushing all the elevator buttons at once — irresistible!

Use Your Main Keyword in Display Paths

Include your main keyword in the Google Ads display paths for better click-through rates. You can find these keywords after the slash in your destination URL. While optional, it’s highly recommended. Treat display paths as part of your ad copy and incorporate your keyword.

They can convey value or assure viewers that you offer what they seek, enhancing your ad’s effectiveness.

Create Ads that Evoke Emotion

To boost your CTR, incorporate emotion into your ad copy. The key is subtlety — avoid all caps, exaggeration, or exclamation points. Consider two ads for public speaking coaches if you want a good click-through rate.

The first uses terms like “best public speaking coach” and “level up your skills.” The second employs emotional phrases like “Speak more confidently,” “Boost your career,” “live your best life,” and “unlock your potential.”

Emotional words connect with users, making your ads more compelling and likely to resonate. Choose words that evoke feelings, enhancing the impact of your message without resorting to loud or exaggerated expressions.

click through rate

Engage More Audience With Clicta Digital

Ready to boost your CTR and supercharge your online presence? Contact Clicta Digital today! Our expert team specializes in crafting targeted strategies to enhance your CTR, ensuring more clicks and better results.

Let us optimize your online performance, attract the right audience, and elevate your click-through rate. Don’t miss out on potential customers — reach out to Clicta Digital now and take the first step towards a more successful online presence!