I'm new to adwords and I'm trying to figure out what a good click through rate on my ads would be. Does anyone have any guidelines?

3 Answers 3


The numbers quoted below seem about right for campaigns which I've run (I'd add that the most abysmal CTR I've seen was 10k:1 for a banner ad on a site which ran multiple banner ads - it ran for three months, had millions of views, and resulted in three conversions, all of which canceled within their first month).

  • Low conversion rate 1:500.
  • Ordinary 1:100
  • Good 1:5
  • Unbelievable 1:1

  • Low CTR: 0.5%
  • Ordinary: 2.5%
  • Good: 10%
  • Outstanding: 60%

Source: What is the typical CTR and conversion ranges?


A bit off topic, but this is my general proceeding to improve CTRs:

  1. Being ruthless with low CTRs below the average for a period (a month usually).
  2. Increase the max bid on the better ones if needed.
  3. Search for keywords similar/related to the ones with better CTRs.
  4. Wait until the keywords reach a decent number of impressions and repeat the process.

I often have to "fight" with the customer to get rid of general keywords with poor CTRs but a high number of impressions, but eventually is usually worth it.


I realize this is an old question, and I hope I am not opening myself to ridicule via honesty but...I have a client, who was running (although mismanaged) AdWords nearly 2 years before I started with them (a year ago).

They are a smaller, local, non-glamorous business (Junk Removal in a medium city), if their search campaigns do better than 5% CTR, I am happy. Display .1% or better makes me happy...but that is also nearly double their historical average.

Like AJweb said, anything underperforming I have to fight with them to remove...they don't really grasp relevancy in spite of numerous discussions. And if (for search) I see less than 1% CTR I take a hard look at it.

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