Expected Click-Through Rate

An expected click-through rate, expected CTR, is a keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad’s position, extensions, and other ad formats that may affect the prominence and visibility of your ads.

This status predicts whether your keyword is likely to lead to a click on your ads. Google Ads takes into account how well your keyword has performed before, based on your ad’s position.

The expected CTR that Google Ads provides for a keyword in your account is an estimate based on the assumption that the search term will match that keyword exactly. At auction time (when someone’s search terms trigger one of your ads), Google Ads calculates a more accurate expected CTR based on the search terms, type of device, and other auction-time factors. There are three possible statuses you can get: above average, average, or below average.