Expected Click-Through Rate (CTR) is one of the three main components that determine your Quality Score in Google Ads, alongside ad relevance and landing page experience. This metric estimates the likelihood that your ad will be clicked when shown for a particular keyword, based on historical perfo…Expected Click-Through Rate (CTR) is one of the three main components that determine your Quality Score in Google Ads, alongside ad relevance and landing page experience. This metric estimates the likelihood that your ad will be clicked when shown for a particular keyword, based on historical performance data and various contextual factors.
Google calculates Expected CTR by analyzing how well your keyword has performed in the past, taking into account factors such as the position of your ad and other elements that may affect visibility. The system compares your ads performance against other advertisers competing for the same keywords, providing a relative measure of effectiveness.
Expected CTR is assigned one of three statuses: above average, average, or below average. An above average rating indicates that your keyword historically generates strong click performance relative to all keywords across Google Ads. An average rating means your performance is comparable to other advertisers, while a below average status suggests your ads are not generating clicks at a competitive rate.
To improve your Expected CTR, focus on creating compelling ad copy that resonates with user search intent. Use strong calls-to-action, include relevant keywords in your headlines and descriptions, and ensure your messaging aligns with what potential customers are seeking. Testing multiple ad variations through A/B testing can help identify which messages perform best.
A higher Expected CTR contributes positively to your overall Quality Score, which in turn influences your Ad Rank. Better Ad Rank can lead to more favorable ad positions and potentially lower costs per click, making your campaigns more efficient and cost-effective. Monitoring this metric regularly and making data-driven optimizations is essential for maintaining competitive performance in the Google Ads auction environment.
Expected Click-Through Rate (eCTR) in Google Ads
What is Expected Click-Through Rate?
Expected Click-Through Rate (eCTR) is one of the three main components that determine your Quality Score in Google Ads. It is Google's prediction of how likely your ad is to be clicked when shown for a particular keyword, based on historical performance data.
eCTR is measured relative to other advertisers and is displayed as one of three statuses: • Above Average - Your eCTR is better than most advertisers • Average - Your eCTR is comparable to other advertisers • Below Average - Your eCTR needs improvement
Why is Expected Click-Through Rate Important?
eCTR is crucial because it: • Significantly influences your overall Quality Score • Affects your Ad Rank and ad position • Impacts your actual cost-per-click (CPC) • Determines whether your ads appear at all for certain searches • Helps Google predict ad relevance and user satisfaction
How Expected Click-Through Rate Works
Google calculates eCTR by analyzing: • Historical click performance of your keyword • The match type being used • Performance across all advertisers using the same keyword • The specific search query triggering the ad
Important: eCTR excludes the impact of ad position, extensions, and other ad formats. This normalization ensures fair comparison across advertisers.
Factors That Influence eCTR
• Keyword-Ad Relevance: How closely your ad text matches the keyword • Historical Performance: Past click-through rates for the keyword • Ad Copy Quality: Compelling headlines and descriptions • Keyword Intent Match: Alignment between user intent and your offering
How to Improve Expected Click-Through Rate
1. Write highly relevant ad copy that includes your target keywords 2. Create tightly themed ad groups with closely related keywords 3. Use strong calls-to-action in your ads 4. Test multiple ad variations to find top performers 5. Ensure your keywords align with user search intent 6. Remove underperforming keywords regularly
Exam Tips: Answering Questions on Expected Click-Through Rate
• Remember the three components of Quality Score: eCTR, Ad Relevance, and Landing Page Experience. Questions often test whether you know all three.
• Know that eCTR is a prediction: It estimates future performance based on historical data, not your current actual CTR.
• Understand normalization: eCTR calculations remove the effect of ad position and extensions to provide fair comparisons.
• Recognize the status labels: Exam questions may reference Above Average, Average, or Below Average statuses.
• Connect eCTR to Ad Rank: Remember that Quality Score (including eCTR) combined with your bid determines Ad Rank.
• Focus on relevance solutions: When asked how to improve eCTR, answers involving keyword-to-ad relevance and compelling ad copy are typically correct.
• Distinguish from actual CTR: eCTR is predictive and keyword-specific, while actual CTR is measured performance of your ads.
• Watch for trick answers: Increasing bids alone will not improve eCTR since it is based on predicted click likelihood, not spend.