A click through rate (CTR) acts as a ‘quality score’ to rank an advertiser’s content based on the level of interest from the reader. CTR is the percentage of clicks earned against impressions sent. An impression is when the ads are displayed, but not necessarily clicked on.
Having a high CTR means that the image and headline combination of an ad is performing well, attracting users to click on the ad and engage with the content.
A high and consistent CTR will allow the advertiser to bid at a lower CPC than a lower and inconsistent CTR. A cost per click is essentially how much an advertiser is paying (to the publisher) when their ad is clicked on.
Learn more about what advertisers can do if they feel their ad is not performing as well as expected and how to improve its performance!