Expected CTR, on the other hand, is an estimate of the CTR that an ad is likely to achieve. It’s based on various factors, such as:
- – Keyword Relevance: How relevant the ad is to the keywords the user searched for.
- – Ad Position: Ads in higher positions on search results pages tend to have higher CTRs.
- – Ad Copy and Format: The quality and format of the ad can affect its CTR.
- – Historical Data: Past performance of similar ads can be used to estimate expected CTR.
Expected CTR is often used by advertising platforms like Google Ads to help advertisers optimize their campaigns. For example, if an ad has a lower CTR than expected, the advertiser may need to adjust the ad copy, targeting, or bidding strategy.
