What Is A Good Click Through Rate (CTR)?


16 May, 2024


Welcome to the world of the internet where every click counts and success is measured in engagement: the world of Click-Through Rates (CTR). In the ever-evolving digital marketing landscape and online content, understanding what constitutes a "good" CTR has become more crucial than ever. 

Imagine each click as a tiny heartbeat of interaction, a virtual nod of agreement, or an enthusiastic endorsement from your audience. It's not just a number; it's a symphony of connection between your message and the minds that encounter it. But what's a good CTR?

Join JanBask as we delve into the metrics, the mindset, and the mastery of CTR.  This blog aims to equip you with the knowledge and inspiration to not only chase a good CTR but to achieve better audience engagement and empower you to compose your digital success story.

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What Is Click Through Rate?

A Click-Through Rate (CTR) is a metric used in digital marketing and advertising to measure the effectiveness of a campaign in generating user engagement. It is calculated by dividing the number of clicks an ad or link receives by the total number of times the ad was shown (impressions), and then multiplying by 100 to express it as a percentage. CTR serves as a key indicator of how successful an ad or link is at enticing users to click and explore further, helping advertisers assess the relevance and appeal of their content to the target audience.

Whats A Good CTR For A Pay-Per-Click Ad?

A "good" Click-Through Rate (CTR) can vary depending on several factors, including the industry, the type of ad, and the specific platform being used. Generally, a higher CTR indicates that more users are engaging with your ad or content. However, what is considered a good CTR can differ based on the context.

For example, in Google Ads, the average click-through rate for search ads across all industries is around 1.91% for the first position, and it decreases as you go down the search results. Display ads tend to have a lower average CTR, often ranging from 0.35% to 0.50%.

In email marketing, CTRs for campaigns can vary widely, but a benchmark of around 2.5% to 3.5% might be considered reasonable.

It's important to note that CTR is just one metric, and its interpretation should take into account other factors, such as the campaign's goals, target audience, and overall marketing strategy. A "good" CTR for your specific situation might be one that outperforms your previous campaigns or meets your specific objectives. It's also worth considering the conversion rate and the quality of engagements (e.g., whether the clicks lead to desired actions) rather than just focusing solely on CTR.

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1. CTR Benchmarks by Industry

Click-Through Rate (CTR) benchmarks can vary widely across industries due to differences in audience behavior, competition, ad formats, and other factors. Here are some general CTR benchmarks by industry, though it's important to note that these figures can change over time and can also vary within specific subcategories of each industry:

CTR Benchmarks by Industry

  • Technology and Electronics: This industry often sees CTRs around 1.50% to 2.00% for search ads and 0.10% to 0.30% for display ads. The fast-paced and competitive nature of this sector can influence CTRs.
  • Finance and Insurance: Financial services may experience CTRs ranging from 1.00% to 1.50% for search ads and around 0.10% to 0.30% for display ads. High competition and the importance of trust in this industry can impact CTRs.
  • Healthcare and Pharmaceuticals: CTRs in healthcare can be in the range of 1.00% to 2.00% for search ads and 0.20% to 0.50% for display ads. The complex subject matter can affect user engagement.
  • Retail and E-commerce: Retail tends to have higher CTRs, often between 2.00% and 3.00% for search ads and 0.30% to 0.50% for display ads. The desire for deals and visually appealing products can drive engagement.
  • Travel and Hospitality: CTRs for travel-related ads can vary from 1.00% to 2.00% for search ads and around 0.20% to 0.50% for display ads. The dream of vacations and exploration can impact click-through rates.
  • Real Estate: CTRs in real estate often range from 1.00% to 2.00% for search ads and 0.10% to 0.30% for display ads. The high-value nature of transactions can influence user engagement.
  • Education: CTRs in the education sector might be around 2.00% to 3.00% for search ads and 0.20% to 0.50% for display ads. The pursuit of knowledge and skill development can drive engagement.
  • Automotive: Automotive industry CTRs could be in the range of 1.00% to 2.00% for search ads and 0.10% to 0.30% for display ads. Considerable competition and high-involvement purchases can impact CTRs.

It's important to approach these benchmarks with caution. Industry average click-through rates can serve as general guidelines, but the success of a PPC campaign should be measured against your specific goals and historical performance. Factors such as ad quality, targeting, ad copy, landing page experience, and audience segmentation play a crucial role in determining the effectiveness of your campaign. Regular monitoring, testing, and optimization are essential to achieving and surpassing CTR benchmarks within your industry.

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2. CTR Benchmarks by Display Ad Format

Click-Through Rate (CTR) benchmarks for pay-per-click (PPC) display ads can vary based on the specific ad format being used. Here are some general CTR benchmarks by common display ad formats:

  • Banner Ads: Banner ads are rectangular image or text ads that typically appear at the top, bottom, or sides of a webpage. CTRs for banner ads can range from 0.10% to 0.30%, although well-designed and strategically placed banners might achieve higher CTRs.
  • Interstitial Ads: Interstitial ads are full-screen ads that appear between content pages, often during natural transition points. CTRs for interstitial ads can be around 0.50% to 1.50%, with higher engagement potentially due to the ad's larger size and immersive nature.
  • Video Ads: Video ads include short video clips that play before, during, or after online content. Video ad CTRs typically range from 0.50% to 2.00%, as users may engage more with visually compelling content.
  • Native Ads: Native ads are designed to blend in with the surrounding content, providing a seamless user experience. CTRs for native ads can vary widely based on implementation and quality, but they often fall within the range of 0.20% to 0.60%.
  • Pop-up and Pop-under Ads: These ads appear in new browser windows or behind the current window. CTRs for pop-up and pop-under ads can vary greatly, but they tend to have lower engagement, often around 0.10% to 0.30%.
  • Rich Media Ads: Rich media ads incorporate interactive elements like animations, audio, and video to engage users. CTRs for rich media ads might be higher, ranging from 0.30% to 1.50%, depending on the creativity and relevance of the content.
  • Retargeting Ads: Retargeting ads are shown to users who have previously interacted with a website. These ads can have higher CTRs, often falling within the range of 0.50% to 2.00%, as they target users with a demonstrated interest.
  • Social Media Ads: CTRs for social media display ads can vary widely based on the platform, audience, and ad quality. However, they often range from 0.50% to 1.50% on platforms like Facebook, Instagram, and Twitter.

Remember that these benchmarks are general guidelines and can fluctuate based on industry, audience targeting, ad creativity, and other factors. Successful display ad campaigns focus on delivering relevant, compelling content to the right audience while continually optimizing to improve CTR and other performance metrics.

3. CTR Benchmarks by Ad Position

Click-Through Rate (CTR) benchmarks for pay-per-click (PPC) ads can also vary based on the position of the ad within search engine results or on a webpage. Here's an overview of CTR benchmarks by ad position:

  • Top Position (Search Engine Ads): Ads appearing at the top of search engine results often have the highest CTRs. For search ads, a good CTR for the top position could range from 3% to 5% or more. This prime position tends to attract more attention and clicks from users actively searching for relevant information.
  • Sidebar Position (Search Engine Ads): Ads displayed in the sidebar of search engine results generally receive lower CTRs compared to top-positioned ads. A reasonable CTR for sidebar ads might be around 1% to 2%.
  • Bottom Position (Search Engine Ads): Ads at the bottom of search results pages typically have lower CTRs, possibly ranging from 1% to 2% or lower. Users often focus more on the top results.
  • Above the Fold (Webpage Display Ads): Webpage display ads appearing above the fold (visible without scrolling) tend to have better CTRs. A good CTR for these ads might range from 0.50% to 1.50%, depending on factors like ad relevance and design.
  • Below the Fold (Webpage Display Ads): Ads placed below the fold on a webpage generally have lower CTRs due to reduced visibility. CTRs for these ads could be around 0.20% to 0.50%.
  • In-Content (Webpage Display Ads): Ads strategically placed within the content of a webpage may achieve better engagement. CTRs for in-content display ads might range from 0.50% to 1.00%.
  • Footer (Webpage Display Ads): Ads located at the bottom of a webpage typically have lower CTRs as they are less visible. CTRs for footer ads might be in the range of 0.10% to 0.30%.

It's important to note that ad position isn't the sole determinant of success. Ad relevance, targeting, quality of ad copy and design, landing page experience, and the competitiveness of keywords or topics also play significant roles in influencing CTR.

Keep in mind that these benchmarks are approximate and can vary based on factors such as industry, platform, competition, and audience behavior. Regularly monitoring and optimizing your campaigns based on performance data is key to achieving and exceeding CTR benchmarks in your specific context.

4. CTR Benchmarks by Channel

Click-Through Rate (CTR) benchmarks for pay-per-click (PPC) ads can differ based on the advertising channel or platform you're using. Here's an overview of CTR benchmarks by various advertising channels:

Search Engine Advertising (e.g., Google Ads)

  • Search Network: For text-based search ads, a good CTR can range from 3% to 5% or higher for the top position and around 1% to 2% for lower positions.
  • Shopping Ads: CTRs for shopping ads can vary widely based on product type, but a competitive CTR might be in the range of 1% to 3%.
  • Video Ads: Video ads on platforms like YouTube can have CTRs ranging from 0.50% to 2.00% or more, depending on the ad's relevance and engagement.

Display Advertising (Banner Ads, Native Ads, etc.)

  • Banner Ads: CTRs for banner ads typically range from 0.10% to 0.30%, though well-designed and strategically placed banners might achieve higher CTRs.
  • Native Ads: CTRs for native ads can be around 0.20% to 0.60% based on how well they blend into the content.
  • Video Ads: Video ads within display placements can have CTRs of 0.50% to 2.00% or more, depending on the quality and relevance of the content.

Social Media Advertising

Social Media Advertising

  • Facebook: CTRs for Facebook ads can vary widely by industry, but a good benchmark might be around 0.90% for feed ads and 1.50% for carousel ads.
  • Instagram: Instagram feed ads might achieve CTRs of 0.80% to 1.50% on average.
  • Twitter: Twitter ads can have CTRs ranging from 1.00% to 3.00%, depending on ad quality and targeting.
  • LinkedIn: CTRs for LinkedIn ads can be around 0.20% to 0.60%, though they might be higher for sponsored InMail messages.

Email Marketing

CTRs for email marketing campaigns can vary based on factors like industry and email content, but a reasonable benchmark might be around 2.5% to 3.5%.

Mobile Advertising

Mobile ad CTRs can vary by format and platform. Mobile search ads might achieve CTRs similar to desktop search ads, while mobile display ads might have slightly lower CTRs due to smaller screen sizes.

Retargeting and Remarketing

CTRs for retargeting ads tend to be higher compared to other types of ads, often ranging from 0.50% to 2.00% or more, as they target users who have already shown interest.

Remember that these benchmarks are general estimates and can fluctuate based on factors such as industry, ad quality, targeting, and audience behavior. It's essential to measure your campaign's performance against your own goals and historical data while continuously optimizing to improve CTR and other relevant metrics.

5. Setting a Baseline CTR

Setting a baseline Click-Through Rate (CTR) for your pay-per-click (PPC) ad campaign involves establishing a realistic and achievable CTR goal based on your industry, campaign objectives, and historical data. Here's how to approach setting a baseline CTR:

  • Understand Industry Norms: Research and understand the typical CTR ranges for your industry. As mentioned earlier, CTR benchmarks can vary widely by industry, so familiarize yourself with what is considered average or good within your specific sector.
  • Analyze Historical Data: If you have previous PPC campaign data, analyze the CTRs of your past campaigns. This can provide insights into what you've achieved before and help you set a realistic baseline. Consider factors like the type of ads, platforms used, and ad positions.
  • Define Campaign Objectives: Your campaign objectives play a crucial role in determining your baseline CTR. Are you aiming for brand awareness, lead generation, sales, or website traffic? Different objectives might have varying CTR expectations.
  • Consider Ad Formats and Channels: Different ad formats and channels have distinct CTR norms. For instance, search ads might have different CTR benchmarks than display ads or social media ads. Factor in the specific platforms you're using.
  • Assess Audience and Targeting: The audience you're targeting can impact CTR. Consider how well your ads resonate with your target audience and whether your targeting strategies are effectively reaching the right people.
  • Competitor Analysis: Look into your competitors' CTRs if possible. While you might not have direct access to their data, you can gain insights into industry trends and potential CTR expectations by observing your competitors' performance.
  • Set Realistic Goals: Aim for a baseline CTR that is both challenging and attainable. Setting your baseline too high might lead to disappointment while setting it too low might not push you to optimize your campaign effectively.
  • Plan for Optimization: Keep in mind that your baseline CTR is not set in stone. PPC campaigns require ongoing optimization. Regularly monitor your CTR and other key metrics, and be prepared to adjust your baseline as you gather more data and insights.
  • Focus on Quality and Relevance: Ultimately, a good CTR is one that aligns with your campaign goals and demonstrates that your ads are resonating with your target audience. Prioritize ad quality, relevance, and a strong call to action to improve your chances of achieving and exceeding your baseline CTR.

Remember, setting a baseline CTR is just the starting point. The journey doesn't end there. Continuously analyze, refine, and optimize your PPC campaigns to improve your CTR and overall campaign performance over time.

What is a good click through rate for email?

A good Click-Through Rate (CTR) for email campaigns can vary based on several factors, including industry, the type of email, the quality of your subscriber list, and the content of the email itself. However, as a general guideline, a healthy CTR for email campaigns is typically considered to be in the range of 2% to 5%.

Click Rate

Keep in mind that CTR benchmarks can differ between various types of emails, such as promotional emails, newsletters, transactional emails, and automated drip campaigns. Here's a breakdown of what might be considered a good CTR for different types of email campaigns:

Promotional Emails: These are emails designed to promote products, services, or special offers. A CTR of around 2% to 5% is often considered good for promotional emails.

Newsletters: Newsletters provide valuable content and updates to subscribers. CTR benchmarks for newsletters can vary, but achieving a CTR of 2% to 5% is generally considered a positive outcome.

Transactional Emails: Transactional emails, such as order confirmations or shipping notifications, tend to have higher CTRs due to their relevance and timely nature. CTRs for transactional emails might be higher, ranging from 5% to 10% or more.

Automated Drip Campaigns: These are a series of targeted, automated emails sent based on user actions or behaviors. Depending on the purpose and complexity of the drip campaign, a CTR of 3% to 6% could be considered good.

To achieve and improve your email CTR, focus on crafting compelling subject lines, delivering valuable and relevant content, segmenting your audience for targeted messaging, and optimizing the design and placement of call-to-action buttons within your emails. Regularly analyzing and testing different elements of your emails can help you identify what resonates best with your subscribers and improve your CTR over time.

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How Do You Increase Your Click–Through Rate?

Increasing your Click-Through Rate (CTR) involves a combination of strategic planning, compelling content, and continuous optimization. Here are several strategies to help you boost your CTR:

  1. Craft Compelling Subject Lines: Your subject line is the first thing recipients see. Create intriguing, relevant, and personalized subject lines that encourage recipients to open your emails.
  2. Segment Your Audience: Divide your email list into smaller segments based on demographics, preferences, behavior, and engagement history. This allows you to send targeted and relevant content to each group, increasing the likelihood of clicks.
  3. Personalize Content: Use recipient names and tailor your content to their interests and past interactions. Personalization makes your emails more engaging and relevant, leading to higher CTR.
  4. Create Clear Call-to-Action (CTA): Design clear and prominent CTAs that guide recipients on what action to take. Use action-oriented language and make sure the CTA stands out visually.
  5. Optimize Email Design: Ensure your email is visually appealing and mobile-responsive. Use a clean layout, attractive visuals, and a scannable format that directs attention to key elements.
  6. A/B Testing: Experiment with different subject lines, CTAs, email copy, and visuals to see what resonates best with your audience. A/B testing helps you identify high-performing elements.
  7. Use Dynamic Content: Utilize dynamic content that adapts based on recipient data. This can include personalized product recommendations, location-specific information, or tailored messaging.
  8. Leverage Social Proof: Include customer reviews, testimonials, or social media mentions to build trust and credibility, which can positively impact CTR.
  9. Optimize Send Times: Test different days and times to determine when your audience is most receptive to emails. Timing can significantly impact open and click rates.
  10. Focus on Value: Provide valuable content, whether it's informative articles, exclusive offers, or helpful resources. When recipients perceive value, they are more likely to click through.
  11. Segmented Retargeting: Implement retargeting campaigns for users who have interacted with your previous emails or website. These users are more likely to engage and convert.
  12. Incorporate Urgency and Scarcity: Create a sense of urgency or scarcity in your emails by using limited-time offers or emphasizing low stock levels to encourage immediate action.
  13. Minimize Distractions: Keep your email focused on the main message and CTA. Minimize unnecessary links or content that might divert attention away from the intended action.
  14. Improve Landing Pages: Ensure that the landing page is optimized so that your email leads to align with the email's content and offers a seamless user experience. A relevant and user-friendly landing page can positively impact CTR.
  15. Monitor Analytics: Regularly track and analyze your email performance metrics, including CTR. Identify trends and areas for improvement, and adjust your strategies accordingly.

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1. What is a good CTR?

A good Click-Through Rate (CTR) is typically around 2.5% to 3.5%. However, CTR can vary based on factors like industry, ad type, and platform.

2. Is a higher CTR always better?

While a higher CTR often indicates effective engagement, context matters. Other metrics like conversion rate and ROI should also be considered for a comprehensive assessment.

3. How does the industry affect CTR expectations?

Different industries have varying CTR norms. For instance, retail and e-commerce might aim for 3% to 5%, while finance could consider 1% to 2% as good.

4. Can a low CTR be improved?

Absolutely. Optimizing ad copy, targeting, and design, as well as refining audience segmentation, can enhance CTR and overall campaign performance.

5. What role does JanBask play in improving CTR?

JanBask specializes in digital marketing strategies tailored to individual businesses. With expertise in crafting compelling content, data-driven insights, and creative design, JanBask helps elevate CTR and boost engagement for tangible results.


As industries become increasingly competitive and consumer behaviors continue to shift, understanding what constitutes a respectable CTR is paramount. While numerical benchmarks offer a valuable reference point, it's important to note that the definition of a "good" CTR is context-dependent. Various factors such as industry type, advertising platform, ad format, and even regional disparities can influence the perceived success of a campaign. 

In the midst of this intricate landscape, an astute partner like JanBask enters the scene. With our deep-rooted expertise in digital marketing, JanBask has honed the art of comprehending industry-specific benchmarks and tailoring them to fit individual business goals. JanBask's adept team of professionals understands that achieving a strong CTR is not just about reaching a predefined industry click-through rate average but rather about crafting a narrative that resonates with the target audience, leveraging data-driven insights to refine strategies, and ultimately driving higher engagement and conversions.

Whether it's designing captivating email subject lines that prompt immediate opens, developing visually appealing and mobile-responsive ad creatives, or orchestrating A/B tests to optimize content elements, JanBask's commitment to elevating CTR translates into a comprehensive digital marketing strategy that yields tangible results. Reach out to us today for expert help!

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Finley EdwardsJensen EvansChance ParkerCody CampbellDallas Phillips Recent comment authors
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Dallas Phillips

This blog does an excellent job breaking down the nuances of CTR benchmarks across industries. I appreciate the focus on personalized content and the reminder that a good CTR isn’t a one-size-fits-all number. Kudos to Janbask for providing actionable insights!


Cody Campbell

I’ve always struggled with setting realistic CTR goals for my email campaigns. This article gave me a clear understanding of how industry, type of email, and audience segmentation impact CTR expectations. Janbask’s approach to personalized strategies resonates with my experience.


Chance Parker

As someone in the e-commerce field, CTR is a constant challenge. The tips here, like leveraging social proof and optimizing landing pages, are spot on. Janbask’s expertise shines through in its comprehensive approach to improving CTR. Time to put these strategies into action.


Jensen Evans

The concept of a ‘good’ CTR has always seemed elusive, but this blog breaks it down perfectly. I’m excited to implement some A/B testing in my campaigns, and Janbask’s emphasis on data-driven insights is refreshing. This is a goldmine of actionable advice for digital marketers.


Finley Edwards

I run a small business, and CTR has been a puzzle for me. This blog’s explanation of various ad positions and formats really helped me grasp the bigger picture. The idea of personalized content and Janbask’s role in refining strategies is a game-changer. Can’t wait to see how this boosts my CTR.

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