I have high quality scores between 5 and 8 in one of my accounts with only a couple of 10’s and noticed that 97% of my keywords have an above average LP, 46% of keywords have a below average expected CTR. I do not know what Google expects but my Exact match keywords have averaged 10% CTR over the last 6 months and the account average sits around 7%.
My ad copy is solid and matched well to each ad group however I do not use RSA ads because of their black box reporting. Is my ad copy score being auto penalized because I am not using RSA ads and could this also be affecting my expected CTR although it’s faily high for a pure non-brand play?
>My ad copy is solid and matched well to each ad group
That’s probably true, but it doesn’t help you if the CTR isn’t great. There’s no arguing with Google, if it tells you that the expected CTR is low, then you should test some new ad copy. What’s your ad relevance like?
Expected CTR is always defined by the context of your auctions – it takes things like competitor’s CTR, your historical CTR, your ad’s position into account.