Expected clickthrough rate

[ppcwithyrv]

Expected CTR improves when your ad copy tightly matches the user’s search intent — mirror/mimic/copy the keyword in headlines and write compelling descriptions.

Adding sitelinks, callouts, and testing multiple ad variations can lifts expected engagement.

[Bo_Babelitz]

Diversification from the competition.
Keywords in HLs.
Ad extensions or whatever these are called nowadays.
Compelling CTAs.
ASSUMING ad relevance is at least average.

If not, work on that first.

[aamirkhanppc]

Relevancy as much as possible in adgroup theme. Also add something eye catchy usp in headline and offers

[Few_Presentation_820]

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

[fathom53]

Change your ad copy or targeting are the two biggest levers.

[Single-Sea-7804]

Better ads, more direct wording, proper sitelinks and callouts, just better ad delivery overall tbh.