Managing an AdWords campaign not only involves researching relevant keywords, writing ads and adjusting bids; it also includes monitoring click through rates to determine the effectiveness of those ads, keywords and campaigns. When we provide our detailed monthly reports to our clients, those click through rates are one of the top items we highlight. So it is no surprise that clients ask:
Just What Is The Average AdWords Click Through Rate?
Different people will tell you different things, and each industry is different. Unfortunately, there is no real official answer from Google. However, a Google representative did say in a Google AdWords Help thread that a good average AdWords click through rate to aim for would be 2%.
Again, this is an average. What might be good for a general search term with a lot of impressions might not be a good average click through rate for a more targeted, less searched term with fewer impressions. The important take away is to continually monitor your AdWords click through rate because it identifies which keywords and ads are not performing well and need to be addressed through new ad copy, split testing, more targeted ad groups or higher bids for better ad placement.
You not only want a better click through rate for the additional traffic it drives, but to help increase your AdWords quality score, which helps you increase ad position with lower bids. So stay on top of those rates!