When determining the value of click through rates, these considerations are made and weighted accordingly:
1.CTR History is weighted so although a keyword's entire history matters, the most recent CTRs are more weighty - an extra incentive to keep improving your campaigns! (this also means that all is not lost if you're trying to breathe new life into old keywords)
2.CTRs will vary with ad rankings. Google is not equally comparing the CTR of an ad positioned down the right hand side, with one positioned above the natural search results.
3.Search terms - generally the more specific a search term, the better the CTR should be as you are aligning yourself with the user's search query.
Broader, general search terms would be expected to have a lower CTR as the SERPS may not be what the user had intended, and therefore the ads not as relevant.
Depending on the search terms used, the same CTR figure may be considered low or high.
There are a number of areas you should look at when improving CTRs. Non-coincidentally, these are the same areas you would look at to improve your Quality Score.
1.CTR History is weighted so although a keyword's entire history matters, the most recent CTRs are more weighty - an extra incentive to keep improving your campaigns! (this also means that all is not lost if you're trying to breathe new life into old keywords)
2.CTRs will vary with ad rankings. Google is not equally comparing the CTR of an ad positioned down the right hand side, with one positioned above the natural search results.
3.Search terms - generally the more specific a search term, the better the CTR should be as you are aligning yourself with the user's search query.
Broader, general search terms would be expected to have a lower CTR as the SERPS may not be what the user had intended, and therefore the ads not as relevant.
Depending on the search terms used, the same CTR figure may be considered low or high.
There are a number of areas you should look at when improving CTRs. Non-coincidentally, these are the same areas you would look at to improve your Quality Score.