Is your click-through rate good, or good enough?
This is a really common question, but unfortunately the answer to “What is a good click-through rate” will vary depending on a number of factors, including your industry and keywords. Additionally, in many situations your CTR is not nearly as important as your conversion rate.
Still, it’s helpful to have some general guidelines as to what qualifies as a good click-through rate. Keeping in mind that your mileage may vary, here are some benchmarks depending on the platform you’re using for marketing.
What is a good click-through rate in 2022 for…
What’s a good CTR for a PPC ad in a Google Ads campaign? Our benchmark data shows that a good click-through rate is about 6-7% for search ads like Google Ads. This figure is not set in stone, but it’s a reasonable starting point. Plus, as you gain experience with managing a campaign, you should focus more on return on investment (ROI) than click-through rate.
You’ll also want to consider your industry competition. For example, someone looking for a pink vintage pinball machine is more likely to click on a relevant ad than someone looking for a printer.
Get our always-updated Google Ad benchmarks here.
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>> 10 Tricks to Get the Click: How to Write Exceptional PPC Ad Copy
Click-through rates on Facebook ads will be much lower than those on Google Ads—advertisers have found that CTRs are higher on Google Ads because people often go to Google specifically looking to buy something. However, people generally go to Facebook to socialize, so they're not in a commercial frame of mind.
According to our Facebook benchmarks, a good click-through rate for Facebook ads is .89%.
Average click-through rates for banner ads on the Google Display Network are often similar to CTR averages on Facebook as people are passively viewing ads. Across industries, we found that a good click-through rate for a banner ad is about 0.46%.
Here, click-through rates will vary depending on the type of newsletter, among other factors. B2B newsletters (such as the WordStream Performance Tip!) tend to have higher CTR than B2C newsletters. In either case, a good click-through rate for email is between 10% and 20%. However, highly targeted emails (personalized messages, behavior-based campaigns, etc.) can often attain click-through rates above 20%.
Whatever type of campaign you're managing, remember to track your progress. Steady improvement is more important than beating some industry benchmark.
Elisa Gabbert is WordStream’s Director of Content and SEO. Likes include wine, karaoke, poker, ping-pong, perfume, and poetry.
See other posts by Elisa Gabbert
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