What it is
Every time someone sees an ad, we count that as an impression. CTR is nothing more than the percentage of clicks the ad gets by the number of impressions.
As an example: If an ad had 100 impressions, meaning, it was shown 100 times, and got 3 clicks, the CTR is 3%. If a different ad was shown 200 times and got 5 clicks, then the CTR is 2.5%.
Most, if not all ad platforms, give you the CTR already, but the CTR can be found using a simple formula: CTR = (clicks ÷ impressions) × 100 %
Why this is important
CTR measures how your ad is resonating with your target audience. Higher CTR means your ad grabs the attention and matches what people want. Higher CTR helps drive people to the destination you want, be it a landing page or a lead form on Facebook, and helps you get a conversion at a cheaper cost.
Tips to Boost CTR
- Write clear and concise headlines with the desired benefit your audience wants
- Match your keywords to your ad copy and landing page, so the user journey feels frictionless.
- Try different angles to your promise and test different combinations between headlines and body copy.
- Test different images, videos, and call to actions, and keep the winners after evaluating the preliminary results.