How To Improve Your Click Through Rate

What Is A “Click Through Rate”?

Click Through Rate, also known as CTR, is the number of clicks that you receive, divided by the number of times your ad/post is shown. The formula is: clicks ÷ impressions = Click Through Rate. As an example, if you had 5 clicks and 100 impressions, then your click through rate would be 5%. Each of your ads, listings, and keywords have their own click through rates that you can see listed in your account.

A Bit More Of A Technical Click Through Rate Explanation

Click-Through Rate (CTR) is a metric used in digital marketing and advertising to measure the effectiveness of an online advertisement or a call-to-action (CTA) in getting people to click on it and proceed to the intended destination, typically a landing page or website. CTR is expressed as a percentage and is calculated by dividing the number of clicks an ad or CTA receives by the number of times it was shown or displayed (impressions).

Please feel free to get in touch with us here at Straw Hat Digital for help or ways in which to increase and improve your click through rate.

Performance Measurement

CTR is a key performance indicator (KPI) that helps advertisers and marketers assess the effectiveness of their online campaigns. It indicates how well an ad or CTA is resonating with the target audience.

Higher CTR is Generally Better

In most cases, a higher CTR is considered a positive outcome because it means a larger percentage of users who were exposed to the ad or CTA decided to click on it. A higher CTR typically indicates that the ad is relevant and compelling to the audience.

Relevance and Quality

CTR is not just about getting more clicks; it’s also about attracting the right audience. An ad that gets a high CTR but doesn’t convert those clicks into desired actions (like sales or sign-ups) may not be effective in the long run.


CTR can vary significantly depending on the industry, platform, and type of advertisement. Marketers often benchmark their CTR against industry standards to gauge their performance.

Factors Affecting CTR

Several factors can influence CTR, including ad copy, ad design, ad placement, targeting, audience demographics, and competition. A well-crafted ad, relevant keywords, and effective targeting can all contribute to a higher CTR.

Continuous Optimisation

Marketers frequently monitor CTR and use the data to optimise their campaigns. This might involve tweaking ad copy, adjusting targeting parameters, or testing different ad formats to improve performance.

Click Fraud (Invalid Clicks)

In some cases, clicks may not be genuine, which can artificially inflate CTR. Click fraud, where automated bots or individuals click on ads without genuine interest, is a concern for advertisers, and efforts are made to detect and prevent it.


CTR is not limited to paid advertising; it is also relevant in search engine optimisation (SEO). In the context of search results, CTR refers to the percentage of clicks a specific search result receives compared to the total number of times it’s shown. High CTR for organic search results is often a sign of well optimised content and meta descriptions.

In summary, Click-Through Rate is a critical metric in the world of digital marketing and advertising. It provides insights into the performance and effectiveness of online ads and CTAs, helping marketers make data-driven decisions to improve their campaigns and achieve their goals.

How To Increase Your Click Through Rate

Increasing Click Through Rate (CTR) in digital marketing requires a combination of strategic planning, optimisation, and continuous testing. There are several strategies and tactics that can help boost your CTR…

Compelling Ad Copy

  1. Write engaging and relevant ad copy that speaks directly to your target audience.
  2. Use persuasive language and highlight the unique selling points (USPs) of your product or service.
  3. Include a clear and actionable call-to-action (CTA) that encourages users to click.

Keyword Optimisation

  1. Use relevant keywords in your ad copy to ensure that your ads appear to users who are actively searching for related products or services.
  2. Create ad groups with tightly focused keywords to improve ad relevance.

Ad Extensions

  1. Utilise ad extensions (e.g. sitelink, callout, and structured snippet extensions) to provide additional information and options to users.
  2. Extensions can make your ads more prominent and clickable.

A/B Testing (Split Testing)

  1. Continuously A/B test different ad variations to identify which elements (e.g. headlines, ad copy, CTA buttons, or visuals) perform best.
  2. Use the data from A/B tests to refine your ad creatives.

Ad Positioning

  1. Experiment with the placement of your ads. Sometimes, ads in different positions on a search engine results page (SERP) or website can have varying CTRs.
  2. Consider adjusting your bid strategy to aim for higher ad positions if it aligns with your goals.

Mobile Optimisation

  1. Ensure that your ads and landing pages are mobile-friendly, as a significant portion of internet traffic comes from mobile devices.
  2. Create mobile-specific ad copy and designs for better mobile user engagement.

Ad Relevance and Quality Score

  1. Maintain high ad relevance by aligning your keywords, ad copy, and landing pages.
  2. Higher-quality ads can lead to better ad placements and lower advertising costs.

Audience Targeting

  1. Use precise audience targeting to reach users who are more likely to be interested in your offerings.
  2. Consider retargeting campaigns to re-engage users who have previously visited your website.

Negative Keywords

  1. Use negative keywords to filter out irrelevant traffic and improve ad relevance.
  2. This can help reduce the likelihood of clicks from users who are not part of your target audience.

Ad Scheduling

  1. Analyse when your target audience is most active online and schedule your ads to appear during those times.
  2. This can improve the chances of your ads being seen and clicked on.

Landing Page Optimisation

  1. Ensure that the landing page you’re directing users to is relevant to the ad and provides a seamless and user-friendly experience.
  2. Optimise loading times and make sure the page is mobile-responsive.

Use Visuals

  1. Incorporate eye-catching visuals, such as images or videos, to make your ads more appealing.
  2. Visuals can capture attention and convey information more effectively.

Monitor and Adjust

  1. Regularly monitor the performance of your ads and campaigns.
  2. Make data-driven adjustments based on CTR and other relevant metrics to optimise your digital marketing efforts.

Remember that improving CTR is an ongoing process, and what works best can vary depending on your industry, target audience, and advertising platform. Continuously testing and refining your strategies will help you achieve better CTR results over time.

10 Keywords To Help You Increase Click Through Rate On Posts And Adverts

There are a variety of trigger words, or keywords that can help you increase your click through rate by quite a high number. Here we have listed the 10 best keywords, from our experience, that will increase your click through rate:

  1. YOU
  2. FREE
  3. TIPS
  5. GREAT
  6. BEST
  7. WHY
  8. HOW TO

Play around with the words above within your ad copy or post copy, and watch the traffic increase seamlessly.

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