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CTR versus expected clickthrough rate

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# 1
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How can a 4.02% CTR give a "below average" "expected clickthrough rate"?  Just wondering.

1 Expert replyverified_user

Re: CTR versus expected clickthrough rate

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# 2
Top Contributor Alumni

Good morning.


I would suggest that it's because the 'average' CTR for keywords in different industries varies significantly. What is a "good" CTR for one set of keywords can be an average or below average CTR for another set. 


You might want to test some new/additional ad text o see if you can get your CTR up a bit.

Google AdWords Top Contributor