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What factors deteremine the value of the Expected Clickthrough Rate?

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# 1
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i have exact match keywords with ad copy relevance above avg that get below average Expected Clickthrough Rate.

 

What factors deteremine the value of the Expected Clickthrough Rate? 

 

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Re: What factors deteremine the value of the Expected Clickthrough Rate?

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# 2
Top Contributor

>>... expected clickthrough rate is a prediction, so it's different from the actual clickthrough rates shown in the "CTR" column of your account. Unlike the "CTR" column, this status considers how this keyword performs both within your account and across all other advertisers' accounts. This status has also been adjusted to eliminate the influence of ad position and other factors that affect visibility, such as extensions.

 

https://support.google.com/adwords/answer/1659696?hl=en

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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