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Contextual advertising

C|ON|TEXT Home Page >  Advertisers  >  Campaign effectiveness

What is CTR?

Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown. For example, if an ad is shown 100 times and clicked on once, then its CTR value is 1%. Your ad has its own unique CTR and each keyword has a CTR of its own.

If a keyword has high CTR that means it is relevant to the product or service it is related to. Keywords with low CTR usually point to poor keyword performance. Keywords that perform poorly usually need to be modified or removed from your campaign.

Keywords with high CTR increase your campaign quality while keywords with low CTR decrease it. High campaign quality in turn allows you to pay lower cost per click. Obviously, it is in your best interest to have as best CTR as possible for all your keywords. However, don't be too hasty to remove keywords from your campaigns if they perform poorly initially. We recommend at least one week of test run for each keyword before its CTR can be safely statistically determined.

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