Digital 101: Average Click-thru Rates

2/1/2013

Whenever I work with Sales on an RFP some of the most common questions I get asked surrounds CTR, mainly:

What’s our average click-thru rate? and
How do these compare to Industry averages?

My response to the first question is usually "that depends on the size and type of creative”. Also, the Advertiser’s Industry may play a part in the CTR performance as well.

While most Publishers are able to provide their teams with internal site performance metrics, Google's DoubleClick Benchmark Report - an aggregate of DFA data that includes hundreds of advertisers, thousands of campaigns and tens of billions of ad impressions - provides a good benchmark for click-thru rates on display ads that can be used to make those initial "Which ad size and type should the Advertiser go with?" decisions.

Below is one example of the metrics presented in Google’s DoubleClick Benchmark Report.

1 Comment

WooCommerce Experts link

3/29/2020 12:27:40 am

Enlightened to read this write-up of yours, appreciate the time & effort you have invested in coming up with this information. Here’s what we think about average click-thru rates.

Click-thru rates are a concern for any brand that is running an ad campaign or even aiming for a high ranking on Google’s SERP. When impressions on the content convey one meaning, it is the CTR that tells a better story.

The CTR insight from Google’s report on the present/past ad campaigns will establish the effectiveness of an Ad. Beyond this, it’ll even indicate the correct ad size, graphic, texts, and other performing elements of the various display ads. It’ll ultimately help you to decide which ad size and type the advertiser should choose.

Digital 101: Average Click-thru Rates

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