What Is An Average CTR?
Good question…or is it. Average for what? Search campaign, display campaign, or for a specific creative type, ad unit size, vertical, static ad, rich media, video unit? The list is long and the short answer is, “it depends”. DoubleClick reports state the industry average is between 0.2% to 0.8%. I’ve run campaigns that have achieved higher and lower CTR% however two campaigns are seldom alike due to goals, targets, placements, message, relevance and if there’s an offer (a good offer)… things can only get better.
Google says the average CTR% for paid search is about 1%, again this varies greatly on industry vertical alone not to mention competitive landscape and how well written (relevant, action oriented) your ad text is. I guess what I’m saying is that when you’re measuring campaign performance don’t look just look at one stat. Start by focusing on what stats or measurements map back best to your campaign goals and objectives, this will help you value your campaign and guide your optimization process.
