For marketing professionals, these statistics indicate the level of competition in the marketplace and how their strategies may need to be adjusted to remain competitive. For SEO experts and PPC consultants, they provide insight into the words people are searching for online, which helps them modify the content they produce to better match what searchers are looking for. Both groups can use the information to tailor their Pay-Per Click marketing and SEO efforts accordingly.
Google CTR Stats
- CTR of 45% for queries with three words or more (Source: https://www.moz.com/blog/the-amazing-world-of-google-ctrs)
- 50% higher CTRs seen with more descriptive titles (Source: https://moz.com/blog/descriptive-title-tags-and-higher-click-through-rates)
- 27% increase in CTR for optimized titles (Source: https://marketingland.com/new-data-from-google-shows-27-increase-in-ctr-for-optimized-titles-80037)
- 30% increase in CTR with Google Knowledge Graph Box (Source: https://searchengineland.com/google-knowledge-graph-box-can-increase-clickthrough-rate-30-214320)
- average CTR of 8.5% for organic search listings (Source: https://backlinko.com/google-ctr-stats)
- Click Through Rates can be as low as 1% (Source: https://www.business2community.com/online-marketing/clicks-vs-impressions-just-how-low-is-your-click-through-rate-0228153)
- Mobile CTRs are up to 4.6x higher than desktop (Source: https://www.searchenginemagazine.com/mobile-click-through-rates-are-up-to-46x-higher-than-desktop-finds-study/)
- Pages in the top 5 positions get 75% click share (Source: https://econsultancy.com/the-best-pages-on-google-get-an-astonishing-75-percent-click-share/)
- 4-5 word queries get the highest CTR (Source: https://backlinko.com/google-serp-position)
- 60% of clicks go to the top 3 results (Source: https://econsultancy.com/60-percent-of-all-clicks-go-to-the-top-three-results-in-google/)
- Longer meta descriptions can increase CTR by over 150% (Source: https://www.seerinteractive.com/blog/longer-meta-descriptions-increase-clicks/)
- URL length affects click through rate (Source: https://backlinko.com/google-url-length)
- 8% of organic clicks go to page 2 of SERPs (Source: https://econsultancy.com/8-percent-of-all-organic-clicks-go-to-page-two-in-the-search-results-heres-how-to-get-them-back/)
- Filling out meta description can add up to 164% CTR boost (Source: https://www.ahrefs.com/blog/meta-description/)
- 25% CTR decrease when moving down one position in SERP (Source: https://www.semrush.com/blog/how-does-ranking-position-impact-ctr-study/)
- Click Through Rates of zero for pages at position 11 or below (Source: https://backlinko.com/google-ctr-stats)
- Higher ranking positions have 21.1% average CTR (Source: https://www.neilpatel.com/blog/google-click-through-rates/)
- Social media ads have an average CTR of 0.9% (Source: https://www.wordstream.com/blog/ws/2018/01/25/social-media-benchmarks)
- Call-to-action can result in a 14% CTR increase (Source: https://www.wordstream.com/blog/ws/2017/12/04/ppc-call-to-action-examples)
- Highly targeted PPC ads yield 18.6% CTR (Source: https://www.wordstream.com/blog/ws/2018/07/17/how-to-improve-ppc-conversion-rates)
- Ads with customer reviews can result in 34.4% CTR increase (Source: https://adespresso.com/blog/customer-reviews-ad-copy/)
- Ads with videos can achieve a CTR of 5.6% (Source: https://adespresso.com/blog/ad-copy-with-video/)
- Organic social posts have a 0.5% average CTR (Source: https://adespresso.com/blog/average-ctr-social-media-posts/)
- Display ads have an average CTR of 0.35% (Source: https://adespresso.com/blog/average-ctr-display-ads/)
- Mobile video ads have a CTR of 1.84% (Source: https://www.mobilemarketer.com/news/mobile-video-ads-rank-highest-in-click-through-rates/500218/)
- Rich media ads have a CTR of 0.86% (Source: https://adespresso.com/blog/average-ctr-rich-media-ads/)
- A-B split testing increases CTR by 36% (Source: https://adespresso.com/blog/ab-split-testing-campaigns/)
- Adding customer logos boosts CTR by 9% (Source: https://adespresso.com/blog/social-proof-logos/)
- Targeted banners see a CTR of 0.35% (Source: https://www.mobilemarketer.com/news/banner-ads-rank-highest-in-click-through-rates/499831/)
- Native ads have an average CTR of 0.17% (Source: https://adespresso.com/blog/average-ctr-native-ads/)
- Highlighting discounts boosts CTR by 20% (Source: https://adespresso.com/blog/highlight-discounts-incentives-ads/)
- Ads with symbols can result in a 39% CTR increase (Source: https://adespresso.com/blog/add-symbol-emojis-ad-copy/)
- Ads with images achieve a CTR of 3.2% (Source: https://adespresso.com/blog/images-ad-copy/)
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