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Low expected CTR in Quality Score Tracker

A client account has an expected CTR quality of 3 when ad relevance is of 9 and landing page experience is 10. Why would this have happened? How can I improve it?


  • edited October 2016
    Hi Rochelle,

    The expected clickthrough rate (CTR) which AdWords provides for a keyword in your account is an estimate based on the assumption that the search term will match that keyword exactly. So it's rating can be vary depending on the following scenarios:

    1. A bid change can impact your keywords expected clickthrough rate in the following cases:
    Case a) If you increase your bid from $1 to $2, Google will understand that you are promoting your ads to first page of search results. So, Google will estimate the expected CTR for this particular page, and might give a lower rating if your ad copy is not upto the mark.
    Case b) If you reduce your bid from $1 to 50 cents there is a high chance that your ad rank may go down. Which will lead to lower chances for the ad to get clicked leading to a lower expected CTR value.
    For the keywords which you think have low CTR, you can check AdWords change history to find any bid changes that you might have made on them to confirm if this might be the reason leading to a low expected CTR quality.

    2. Relevancy of your ads may have scope to improve to be more relevant to your keywords.
    You can take a look at your ads and check if you have too many ad copies in ad groups. You may want to see if they have much lower CTR than others. I would recommend to pause the poor performing ones if they are not converting and write new ones. Create Ads option in Optmyzr AB Testing tool can help you with this.

    3. Having 2-4 ads in an ad group can help you measure performance against each other and you always have a baseline for testing. If there are too many ads, the CTR may go down as the traffic gets divided and true testing doesn't happen. So, in this case also expected CTR can have

    4. Find keywords which have not received clicks despite of receiving impressions. In Optmyzr, you can use Non Converting Keywords to pause the keywords which are not converting despite of getting impressions. Also, you can consider adding negative keywords to manage bad impressions without decreasing clicks, therefore increasing CTR. You can consider using Negative Keyword Finder to add negatives at account level.
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