PPC
Click-Through Rate (CTR)
The short answer
CTR is the percentage of people who see your ad or listing and actually click on it, calculated as clicks divided by impressions.
Full explanation
CTR applies to both paid ads and organic search listings, and in PPC specifically it's a major input into Quality Score — a low CTR signals to Google that your ad isn't relevant to the people seeing it, which can raise your cost per click.
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