Reply To: Expected clickthrough rate

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eCTR is kind of outside our control as it’s based on what google predicts our future CTR will be. Google factors in, historic CTR & comparison of actual CTR to the competitors in the auctions.

To improve it, get a 10% + CTR consistently, keep the impressions share as high as possible & optimize the ad assets. It’s basically a reflection of how well other stuff is setup in your campaign, especially writing better ads